Marketing that focuses on gathering information from potential customers that will be used in future marketing efforts.

The only job of lead generation marketing is to produce leads.

Don't try to pre-sell your product or archive multiple objectives.

Focus 100% on getting the right potential customers to respond to your offering.

Have your offering at every opportunity. Be it a popup, email or website footer.

Create the strongest possible link between the potential customer and your offering.

If you sell low cost products then potential customers focused on price might be all you need.

If you sell luxury products then that changes the demographic. You may want to target older, higher incomes who live in certain zip codes.

Who is your potential customer?

They have the financial ability to say yes. ( If you are selling swimming pools then don't target potential customers who live in apartments.)

They have the authority to buy. Get your offering in front of the decision maker.

Give quality information. The more you give the more you get.

If you don't offer quality information they'll assume you do not have any to give.

Ad Creation…

Have a headline that promises a great benefit.

Keep it very simple. Focus on a straight forward offer.

Write your message to exclude most and attract few.

Keep the offering relevant to your targeted audience.

Do not over-educate. Tell potential customers what to do but not how to do it.

Have a strong call to action. Tell them what to do, when, why, and what will happen once they do.

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Lead Generation