For most marketers ‘the basics’ will open up a new world of opportunity. So if you think you know the basics do not skip over it because you will probably miss a few very important nuggets of information.
I believe distractions are one of the top reasons for lack of productivity and success so make sure your cell phone and email are off and sit down in a quite place where you can take in the information without any distractions. Then read this manual (several times), take notes, and then write down your action plan.
Also, I am going to use several examples that are probably outside of your industry. I’ve learned through studying marketing, testing, and working with clients that the most successful marketing systems are discovered as a result of looking at what is working in industries other than you own and modeling them. Enormous breakthroughs are not uncommon.
So keep your marketing hat on, and I promise you, about half way through this material a light will turn on or a new idea will jump into your head. And by the time you finish you’ll have a boatload of ideas waiting to test. The same thing will happen the second and third time you pick up Lead Generation 101.
Side Bar: This is important so listen up; the first several pages are going to cover a lead generation method that may seem a bit outdated (it’s not and you can still use it, especially in conjunction with other methods). But it’s an important step that you need to understand because it will build the foundation up which you will build upon. Let’s begin…
Here’s how lead generation works:
1. Somebody Responds To Your Lead Generation Ad, Usually Some Kind Of Free Offer.
2. You Send Them Something Which Includes Your Sales Material Which Asks Them To Buy Or To Further ‘Check You Out’.
3. Then, ‘They Buy!’
Simple as that! It’s known as ‘two step marketing’, as opposed to one step marketing, which is an advertisement which asks you to order right ‘off the page’. The lead generation ad is the first step, where they’re just ‘kicking your tires’, and the second step is your sales materials, which are designed to sell your product or service.
This way you can bring in a whole bunch of prospects, and have permission to market to them over and over again. A percentage of them will buy sooner or later, it’s a scientific approach to converting a certain number of prospects into buyers, instead of placing an ad and hoping for sales.
It’s also great for direct sales people – if you generate leads, the people who answer your ads will be far better qualified, that is, you know for a fact that they’re interested in whatever you’re selling, which means you’ll automatically convert a higher percentage of prospects without changing anything else.
Lead generation advertising positions you as a ‘welcome guest’, rather than an ‘uninvited pest’ (thank you for that Dan Kennedy). This is why people don’t like getting telemarketing calls, because it’s always a blind ‘blast’ of phone numbers on someone’s computer system, and there’s very little chance you’re actually interested in whatever they’re calling about.
If they are interested, they’ll respond to your ad, and then you get to sell to them in a ‘vacuum’, there’s nobody else competing for their attention, mostly because there simply aren’t that many businesses who use this sort of marketing.
There are definite advantages to this kind of marketing…
As your prospects come to you, you don’t have to do a lot of work besides create marketing materials like ads, reports, letters etc. No cold calling, no legwork, no grunt work.
This stuff will set you apart immediately from your so-called ‘competition’, because they will all be using stock-standard ‘institutional’ advertising, cold-calling prospecting gruntwork, and spending huge amounts of money on flashy brochures, fancy business cards and websites with all the bells and whistles but no sales.
Your prospects will have much lower ‘price resistance’.
Your prospects will be far more targeted, they will be more interested in what you sell so they will be more likely to buy and you’ll be spending a lot less on your marketing.
Of course like anything there are disadvantages…
You have to actually take the time, effort and investment to learn something, read a manual, listen to a cd, and go and actually try something. Also, some people don’t like to be noticed, they want to ‘go with the flow’, even in business, and there’s nothing wrong with you if that’s you, but you can’t really expect any better results than the next guy if your marketing is the same as his. (Or hers).
And that’s what this system is about. You make an investment in both time and money, and you get back a return on that investment. And the good thing about that is you’re in control of exactly how much you get back! If you buy this system and stick it under the bed, I don’t think you’ll be too happy with your return. But if you take the time to learn about the techniques being used to great effect right now around the country, you’ll get a return of many multiples of your initial investment.
And there’s nothing here that hasn’t be tried and tested before.
I didn’t invent any of this stuff, smart folks have been using these techniques for longer than I’ve been around. I just take what works somewhere else, model it and use it. Some things work right away, some things have to go back to the drawing board…
Because they don’t teach this kind of thing in college. There’s no degree in ‘street smart marketing’. All they’ve got is that ‘branding’ stuff. Image marketing. If you’ve got a degree in marketing, then I can help you, but you must make the commitment to testing: Run anything you learnt in college up against something from this system, don’t cheat or leave out vital parts, and see what happens. If your logo pulls more sales than a good sales letter, then you have every right to call me an idiot. I’m not expecting your call.
And a word about branding: I use to hate that word. Once I discovered Direct Response Marketing, I realized that it would work a lot better than anything I usually see in the marketplace, even before I had tested a thing. For years the ‘B’ word was banned.
But it does have it’s place. And this is where the ‘professionals’ get it so damned wrong. Most ‘marketing’ executives, advertising agencies etc go out and try to ‘get their brand known’, get their name out there. They got it all backwards.
If, by using lead generation, you build up a big list, develop a great relationship with your clients, do speaking, consulting, and so on, you will find a kind of brand forming all by itself. Mal Emery and Dan Kennedy are 2 of the best examples I know of.
They both have big lists of customers and prospects, (Mal has over 50,000), they both have a great relationship with them, they do everything from create tons of products, they speak, they consult, and they’ve been doing this for years. In fact Mal asked the question at a recent seminar: “Do you guys read all the copy or just go straight to the summary table?” Turns out most people, like me, just go straight to the table, see what the offer is and buy. Doesn’t get much easier than that, right? This is where people like that have taken their businesses, it’s all in the relationship with the client.
This is what they mean when they say “I don’t want to just shoot fish in a barrel, I want big fish, all the fish dead, no water in the barrel, and I want to use a shotgun.”
I’m one of these clients, (Both guys), and anything they come up with, I want to buy.
Anything that has the words Dan Kennedy or Mal Emery on it I want because I know it will be top quality, great useful profitable information, I can’t imagine ever asking for a refund for a seminar, manual, anything. I look out for their next product.
And isn’t that the aim of image marketing? Isn’t that a kind of brand? You see, the brand follows success, simply trying to get your company or product known before people like it is very expensive, time consuming and absolutely fraught with danger. Direct response marketing, magnetic marketing is cheaper, faster and safer because it’s accountable, predictable and proven.
One example of a useful brand is the rock group KISS. Put the name KISS on something, T-shirts, lunchboxes, conventions, coffins, whatever, and it’ll sell. Read the book ‘Sex Money Kiss’ by Gene Simmons. But think about all the years that went into developing the band, and the odds that are against you! There are literally millions of bands and singers trying to ‘make it big’, most of them are great musicians, they write fantastic songs, but only a tiny fraction of them ever have any financial success at all.
And they’d all do a lot better with the tactics and strategies you’re about to discover.
Just make sure you don’t aim to go out and market your ‘brand’, get your name ‘out there’. Don’t concentrate on that. Don’t set out to do that. Concentrate on gathering prospects, making sales, building a list, building your business, then a kind of brand will develop and you’ll find it much easier to sell stuff to your clients over and over again.