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The great news is that it’s very easy (and cheap) to
create an email newsletter for your restaurant
using software such as Getresponse who I have
used to run my own newsletters and those of my
clients for over 15 years.
They make it very simple to create a great looking
email newsletter in minutes and will even let you
try their service for 30 days totally free.
You can see details of Getresponse by clicking here.
This special link will also give you a discount of 10%
off the normal monthly cost.

You can market your restaurant on the most
popular social media sites such as Twitter,
Facebook, LinkedIn, Google My Business, YouTube,
etc. Your customers will be able to leave feedback
or questions about your food and service right on
your pages; giving your brand a chance to shine by
publicly responding and providing excellent service.
Responding to customer concerns – and even
customer praise – shows that your company really
cares about your customers. Showing that you
place value on your customers’ happiness will
ultimately lead to repeat visits and a higher level of
customer retention over time.
I have created a free Cheat Sheet that will show you
how to attract more diners to your restaurant from
social media, simply by posting to your Facebook
page.

Ask for a deposit at the time of booking
This has it’s downsides as some people will just
not be willing to consider leaving a deposit at
the time of booking, but some restaurants have
used the deposit very successfully to reduce
cancellations and cover part of the cost when
there is a no-show.
Take a credit card on booking and charge for
no-shows
This is similar to taking a deposit but you only
actually charge the card if they don’t show.
Again, some customers may not be willing to
give a card in advance and of course you need to
have a system that allows you to do this.
Send a confirmation of their booking
Many restaurant bookings are done over the
phone and so the customer is left to simply
remember the date and time that they have
booked. Sending a confirmation of the booking
by email or text message, serves to make the
booking more “official” in the mind of the
customer, and also gives them something to
refer back to if they are unsure about where or
when they’ve booked.

Give a reminder just prior to the reservation
date
Giving a reminder a day or so before the
reservation date is one of the very best methods
of a/ reducing no-shows and b/ finding out in
advance if the customer needs to cancel their
booking. The reminder could be done by phone
(if you or your staff have time to call everyone),
by email or by text message.
Whichever method you choose, I highly
recommend that you take the time to implement a
system that you repeat for every single booking
you take. These methods really do work in reducing
the number of no-shows and so you are losing
money by not implementing them in your
restaurant!
If you’d like help in reducing your no-shows, then
you may be interested in my Restaurant
Reservation Reminders system as it automates
booking confirmations and booking reminders for
you at a very low cost!
It has been reducing no-shows by over 83% for my
restaurant clients, so I’d like to prove how effective
it can be for your restaurant by giving you a full
week’s trial, at absolutely no cost!

Consumers today fully trust what other consumers
have to say about a product, company, or
restaurant online – whether it’s true or not. This
means if your “satisfied” customers come across
negative comments regarding your company,
chances are that your image can be tarnished by
them – making them seek out other alternatives…
a.k.a – your competition.
Want to really put your customer loyalty on a high
level? Ask your happy customers to leave reviews
for you on the various online review sites such as
Google+, Yelp, your Facebook page, Trip Advisor
etc.
Happy customers will likely leave a positive review
but do not offer an incentive for doing so because
that could be considered “bribing,” which could
backfire.
So you know the best way to accomplish this? Just
provide great food and service and then ask for a
review. Many diners will be very happy to leave a
good review for you! It’s as simple as that.
Over time, you will see the level of online reviews
get better and better for your restaurant as long as
you continue to offer quality food and great
service. This in turn will keep your existing
customers coming back for more – as well as attract
new customers

Not only do you need to monitor and respond to
things that are being said about your brand online;
but you also need to continuously build brand
awareness using various methods to help your
customers remember YOU when it matters most.
Remember, your happy customers can still leave
you in just a blink of an eye; but don’t let it be
because of your online reputation, which can be
monitored, managed, and controlled

Implementing strategies to retain your existing
customers is much more affordable than
aggressively prospecting for new customers. So any
money spent on loyalty and rewards programs will
lead to customer retention and repeat sales, which
is always worth it.
What Exactly Is a Customer
Rewards Program?
A customer rewards program is a marketing
strategy that is adapted by restaurants with the
purpose of creating repeat, loyal customers.
Many business industries only see an increase in
sales during special events or peak seasons; that’s
unless they have a customer loyalty and rewards
program, which is designed to help them see an
increase in sales consistently.
Once you implement your loyalty program,
encourage every single customer – and potential
customer – to join for the best results.
Using email or text messages, you can be in direct
contact with your local customers, resulting in
repeat sales and higher profits.

More Profits. Your customers are likely to get
hooked on your rewards program, which is
great. The longer they stay, the more money you
will make in the long run. Does it look like
Monday night is your slowest night for the past
several months? Shoot out an email or a text
message to your program members and let them
know about an awesome special offer you have
just for VIP Club members on Monday nights. A
simple text like that could easily add a few extra
hundreds of pounds to your bank account.
Instant Contact with Club Members. Whenever
you get an idea about an offer to send to your
loyalty club members, there’s no waiting. You
can send it out instantly and many of them will
see it within minutes.

Erving Croxen

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What would your business be like if the phone didn’t ring, emails didn’t come through and no-one visited
your website?
Unless you’re the unicorn of businesses who rely solely on word of mouth and have thousands of raving fans
who will happily promote you every single day, I imagine your answer to that first question would not be a
positive one.
Your business needs new inquiries. Without these you’re limited to your existing customer base, which will
naturally dwindle a little over time.
Getting more inquiries starts with having a website that attracts visitors into taking a positive action step.
This could be to call your business, send you an email or to sign-up to receive more information.
The first two of these (telephone calls and emails) are great, and should never be discounted. However, we
need to remember that they require administrative time to review and follow-up. Not every inquiry is going
to be suitable for your business, which can lead to wasted time.
What if there was a better way? What if you could have a system on your website that attracted the type of
customer that you want to work with, educated your prospective client and positioned you as an expert that
they want to work with. Wouldn’t that be a great thing to have?
The good news for you, is that you can have this. Our free guide will show you how you can benefit from a
lead generation system, saving your business money and time. A lead generation system will work with your
existing website. You don’t need to make unnecessary changes or take on a costly re-design.
A good lead generation system focuses on educating and nurturing your prospective clients. They’re signing
up to receive valuable content that you’re giving away in exchange for their name and email address. Each
of these people is referred to as a lead.
The nurturing sequence will allow your leads to self-qualify themselves. This ensures that at the end of the
sequence, you’ll only be talking with people who are engaged with what you have to say and are interested
in talking further with you.
Doesn’t that sound like a much better system, having people come to your website, engaging with your
content, being educated and building trust, all without you needing to interact continuously?
Let’s look at how this works and why it’s important for your business…

A lead generation system is a process that takes visitors to your website through a series of micro
commitments and leads to an end goal. Your goal could be the sale of a product / service or it could be for
them to book a consultation call with a member of your team.
A visitor will come to a landing page, which is a special page on your website promoting content that they
can sign up to receive. This content is valuable and will help them to achieve a goal related to a specific
problem that they have.
After the visitor has opted-in to receive your content, they’ll be taken to a thank you page. Here they can read
more about your business and you have the opportunity to share with them some key articles or content
that is relevant to your offer.
Next, they’ll receive a welcome email with a link to your content. The content here is normally what we call
a “lead magnet”. This is a short guide that delivers immediate value to your prospect.
In the following days, the prospect will receive a series of nurture emails. These build on the free content
that you’ve provided, adding additional quick wins and expertise for your lead.
Finally, you’ll finish with one of two things. Either a sales email, which leads to a purchasing process or a
consultation email, which leads to your prospect booking in a call with your sales team.
This whole process can be setup and run in an automated manner. It’s just like having an extra sales team
member, except they don’t need to be paid a salary, because everything is handled automatically.
Your lead generation system creates trust with your prospect by delivering valuable content and quick win
items that tey can action in their business.
The best way to start your lead generation system is to begin with the product or service that you want to
promote. What does your prospect need to know in order to make that purchase from your business?
TIP: Pick one product or service that your business offers and focus on this for your lead generation system.
This should be one of your key offerings. Write this down on a piece of paper, as we’ll be diving deeper in
this guide.

WHAT IS YOUR CUSTOMER’S
BIGGEST PROBLEM?
Your customer is the single most important piece of the lead generation jigsaw.
When selling a product or service the key focus for your content should be the problem that your customer
has. This is the problem that your product or service solves.
Think about the key product or service that you’ve written down from the previous page. What problem
does your product or service solve? How does this make your prospect feel? After the problem has been
solved, how does it make their life better?
Your answers to these questions start to create the content that you should be using in your lead generation
system. In fact, this is the type of content that you can use all over your website.
When you talk directly to your prospects and visitors about how you understand their problems, they’ll pay
attention. You’re telling them that you have the solution for their problems, they’ll want to know more and
to understand what you are offering.
TIP: Thinking about the product or service that you’ve written down previously, write down the biggest
problems that your customer has that this resolves. Between 1-3 problems would be ideal here.
Now that you’ve noted your customer’s biggest problems, you need to think about how your product
or service provides the solution to these. Can you come up with 5 reasons that your product solves
these solutions?
Great! You’re now half-way there to creating your first lead magnet.
You need to take these 5 reasons and extrapolate on them. Focus on benefits, not features. The benefits
are the end result for the customer. This is how they feel and the change in their life because you solved
their problem.
TIP: Write down 5 reasons why your product or service solves your customer’s biggest problem. With each
of these reasons, think of 1 or more questions that your customer would ask in relation to them. Answering
these questions is how you will deliver value to your customer.
You can take your 5 reasons and the answers to the questions and create a lead magnet. This is a PDF
document typically less than 10 pages in length. It answers the questions that your customers have and
provides specific action points that deliver value.
2
info@spadedg.com
THE AUTOMATION
NURTURE AND EDUCATE YOUR PROSPECTS
As a business owner you’ll know that one of the biggest limiting factors that you have in your sales process
is time.
There are only so many new inquiries that you can follow up with and you will sometimes need to be selective
to ensure that you don’t waste your precious time. It’s too easy to waste time on prospects who are not a
good fit with your business.
The biggest benefit that automation will bring to your business is that it will simply save you time and
money. Once your lead generation system is setup, there’s a full process that each lead will follow.
The automation sequence will nurture your prospect, providing education to them and giving them
opportunities to gain quick wins for their business that deliver immediate value.
So what goes into your automation sequence?
The first step after creating your lead magnet is to write a welcome email. This email thanks your new
subscriber for signing up and provides a link for them to download your lead magnet.
Next, you’ll want to create a nurture sequence. We recommend writing one email for each of the main points
in your lead magnet. So if you have 5 main points, you’ll want to send 5 additional nurture emails.
A great nurture email is one that is written in a conversational tone, provides additional education for your
prospect and gives them a quick win or action step that they can complete.
At the end of your nurturing sequence, you’ll want to create a Call To Action (CTA) email. This will either be
a sales email that leads them directly to your product or a consultation email that leads them to a booking
calendar, so they can book a call with your team.
TIP: Start creating the emails for your automation sequence. You should end up with a welcome email,
a nurture email sequence (one for each key point in your lead magnet) and your CTA email.
As a recommendation, if you’re selling services, the easiest endpoint will be to direct your lead to a
consultation page where they can book a call with your team to talk further about your services.

Your sales pipeline drives your business. No matter how you drive new inquiries into your business currently,
you’ll have some systems and processes in place for following up and offering your products or services.
It’s all too common to be riding a sales rollercoaster where one month you bring in lots of new contracts and
the next you’re delivering the work. So by the time you reach the third month, your business is thirsty for
new leads again.
Having a predictable pipeline of leads will bring you peace of mind as a business owner. Putting a lead
generation system in place helps you to explode this pipeline and bring in a steady supply of new leads
flowing into your business.
Prospects that enter your lead generation system will be nurtured without the need for additional touchpoints.
Most importantly, they start to build trust with your business. It’s well-known that people buy from those
who they know, like and trust. With your system, you’re building trust with the value that you’re delivering.
In addition, once your lead generation system is in place you can use the data over the first few months to
understand how many conversations that you need to have in order to generate a sale. Let’s run through
an example:
You have an average of 200 new leads entering your system each month.
Of these new leads 25 are booking in a call with you at the end of the process.
From these calls, you’re generating 5 new customers. This gives you a 2.5% conversion rate.
If each of these new customers was worth $2,000 to your business, that’s $10,000 that is directly attributable
to your new system.
What if you were able to increase your conversion rate to 5% or increase the number of new leads to 400?
Now you’re at $20,000 in new business for the month.
Knowing and understanding this data is very important for your business as you can take a glance at the
number of new leads entering the system at any time and have a good feel for how many of these will end
up making an inquiry and hopefully proceeding on to becoming a new customer.
TIP: Look at your current sales pipeline. Do you know what your current conversion rate is? Even if you’re
only able to look at the number of inquiries that you’ve received and the number of sales that this has
turned into, this is still some valuable data to have as a starting point.
THE PIPELINE 4 BUILD A PREDICTABLE PIPELINE OF LEADS

This isn’t a whimsical look at what might happen in the future, don’t worry. We’re going to focus on actionable
information that you can use for your business.
As we touched upon briefly when talking about your pipeline, it’s important to look at the data from your
lead generation system and focus on optimizing your offer. We do this by looking at conversion optimization.
The aim of optimizing the content in your lead generation system is to generate more inquiries (and subsequent
customers) by making small changes to the copy throughout your system. This could be changing headlines,
trying out different emails, even changing the cover on your lead magnet.
When you carry out tests, it’s important to just test 1 or 2 things at a time. If you make lots of changes, you’re
never going to be able to track their effectiveness.
TIP: Once you have your lead generation system up and running over the first month, look at the number of
people who have signed up to receive your content and how many of these who have made an inquiry. Use
this as your base data for future conversion optimization changes.
After you’ve got your first successful lead generation system in place, you can move onto the next one. It’s
not uncommon for a business to have between 5-10 lead generation systems (or more) in place and driving
new leads into the business. Your only limit with new systems will be your ability to handle the new inquiries
that it will generate.
In addition, you can also use the problems, questions and great content that you’ve put together for your
lead generation system for other purposes. If you have a YouTube video, you can create content that answers
the same questions and point users to your landing page in the description.
Do you or your team create blog articles? Great! You can repurpose content and create valuable information
that leads users towards your new lead generation system. These can be optimized to rank higher in the
search engines too, so they’re another source of traffic for your business.
TIP: Think about how you can repurpose the content that you have created for your lead generation system.
The problems that your client has and the questions that they might ask about your product or service can
be answered in many ways. The content you create can direct traffic into your lead generation system,
helping you educate and nurture more potential new customers.
THE FUTURE 5 TEST, TWEAK AND BUILD SOME MORE

BUY MORE
ENGAGED CUSTOMERS

I hope you’ve enjoyed this overview of how to put together a lead generation system. I know there’s a lot to
cover but it all has a basic set of principles.
People buy based on emotion and they buy from those they know, like and trust. When you show a potential
customer that you understand their problem, educate them, nurture them through your system and provide
the solution – you are creating an emotive response.
Your system will contain a number of micro commitments, starting from the moment a new prospect
chooses to sign-up to receive your content. Each step along the way is another commitment. Whether this
is choosing to open and read an email or to book a call with your team at the end.
By using a lead generation system, you’re ensuring that your business is dealing with customers who are
engaged and informed. They’re received the value that you have delivered and they’re ready to take the next
step and have a discussion about how you can help them.
Lead generation systems help you say goodbye to the unpredictable sales rollercoaster. A steady flow of
new leads gives you and your team an opportunity to pick and choose who you want to work with.
Keep an eye out over the next few days as I’ll have a few more emails to follow with some additional tips and
ideas for you. In the meantime if you have any questions, please don’t hesitate to reach out!

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