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Lead Generation Articles & Book Reviews

Pillar 4 Lead Generation

This is the fourth pillar in the Eight Pillars of Business Prosperity and looks at the vital issue of how to generate leads for your business.

It covers topics like:

  • How do you attract people to your website?
  • What can you do to attract potential customers to start getting to know, like and trust you by joining your email list?
  • How do you engage with people on social media?
  • How can you use telemarketing and telephone based prospecting to set-up face-to-face appointments?
  • How can you use direct mail and advertising to get customers to make contact with you.

It’s a topic I find fascinating and is often called Marketing. I’ve split it because generating leads is only one element in marketing.

The number of qualified leads generated in a week or month is a critical part of your revenue generation system.

When multiplied by your lead conversion percentage (see Pillar 5), it determines the number of new customers and clients you have.

This is a big category. Here are links to page 234567 – 8

How To Understand Visitors To Your Website

I want to talk about Crazy Egg.

Imagine a good headline creating curiosity like this one.

Find Out Where You Website Succeeds And Where It Fails To Engage Visitors And They Stop Paying Attention.

Your visitors are happy to carry on reading providing the headline fulfils the promise of the click that got them here.

Now imagine a boring photo without a caption explaining what it is. I’m going to leave some space for it.

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Still here?

Now how about some words that are really hard to read. This can happen because there isn’t enough contrast between the letters and the background or because it’s reverse print light letters on dark background rather than dark letters on a pale background) or because the letters are too small for your average reader.

As you can imagine that paragraph above is likely to cause problems. If you want to know what the last paragraph says, you can highlight it with your cursor but how many readers are going to do that.

Alternatively, you can read it below printed with proper contrast.

Now how about some words that are really hard to read. This can happen because there isn’t enough contrast between the letters and the background or because it’s reverse print (light letters on dark background rather than dark letters on a pale background) or because the letters are too small for your average reader.

Now imagine another boring photograph without a caption explaining it. Again space allowed for it.

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Given up yet?

None of these common mistakes are intentional but it’s often done in the name of “attractive design”.

The trouble is it kills the marketing effect of your website. Nobody is visiting to see if you have a pretty website, they are coming to see if you can solve their problem better or with better value than your competitors.

The answer is to use tracking software like Crazy Egg.

This lets you see what your visitors are doing and where they give up.

I’m going to be adding some screenshots to this page but, at the moment, I want to get some data into Crazy Egg.

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in 4 – Lead Generation, 5 – Lead Conversion, Internet Marketing

What Do Consumers Value When Buying?

Consumers are private individuals buying for themselves and their families but how do they choose what to buy out of all their options?

Obviously it is going to vary based on the product. Someone won’t buy a car using similar value attributes to buying pet food for their dog.

Are there common value attributes for these B2C deals and relationships? (B2C refers to business-to-consumer.)

Strategy consultants Bain think so and shared their thoughts in an article in the Harvard Business Review.

The Elements of Value by Eric Almquist, John Senior and Nicolas Bloch from the September 2016 Issue. (You can read the full article on the HBR website and two others for free.) [continue reading…]

in 3 – Your Strategic Positioning, 4 – Lead Generation

What Do B2B Buyers Value When Making Buying Decisions?

Buying has changed a lot since the Internet became popular, both for consumers and for B2B buyers. I’m looking at consumers in a separate article so here I want to answer the question…

What Do B2B Buyers Value When Making Buying Decisions?

To answer it, I’m summarising an excellent article in the Harvard Business Review:

The B2B Elements of Value by Eric Almquist, Jamie Cleghorn and Lori Sherer from the March–April 2018 Issue (You can read the original here).

Bain, the strategy consultants have produced 40 elements of value which they fit into five major categories. They have also look at what consumers value when buying.

The Main Categories of B2B Values

[continue reading…]

in 3 – Your Strategic Positioning, 4 – Lead Generation

Magnetic Marketing by Dan Kennedy – 5 Stars

The full title of this book by Dan Kennedy is

Magnetic Marketing: How To Attract A Flood Of New Customers That Pay, Stay, and Refer

In my review posted on Amazon.co.uk, I gave the book a Five Stars rating. This means it is Excellent and Very Highly Recommended.

Here is my book review.

Another tasty morsel from a master of direct marketing

Magnetic Marketing is the name of the author’s most famous premium priced course and it’s the one that has helped make his excellent reputation.

Kennedy didn’t invent direct response marketing – its origins go back at least as far as the late 19th century – but he’s done a great job of bringing it to the attention of business owners and entrepreneurs along with others including Jay Abraham. I’ve always felt Kennedy was stronger on the initial aspect of attracting new customers while Abraham was better at expanding the backend, that is the ongoing business with the customers. Books by both deserve a place on the bookshelf of a well read business owner. [continue reading…]

in 4 – Lead Generation, 5 – Lead Conversion, 6 – Revenue Regeneration, Best Business Books

The full title of this book by Craig Simpson with Brian Kurtz is

The Advertising Solution: Influence Prospects, Multiply Sales, and Promote Your Brand

In my review of the book posted on Amazon.co.uk, I gave the book a rating of Five Stars. This means it is Excellent and Very Highly Recommended.

Here is my book review.

I wish I hadn’t ignored this excellent book for so long after buying

I’m ashamed to say I bought this book in November 2016 and hadn’t even opened my Kindle copy until January 2019. Why? Well I tend to go on buying binges and there’s the constant risk I start my next buying binge before I’ve worked my way through my last purchases.

The problem was I don’t like the main title – The Advertising Solution – or the subtitle if I’m getting picky because it mentions brands. After I’d bought it, I’d forgotten it was based on the work of six direct response marketing legends. Nor did my unfamiliarity with the main author – Craig Simpson – help me. It became a book to read some time, not next [continue reading…]

in 4 – Lead Generation, Best Business Books, Copywriting

What Is Your Market Position? The Customer Value Map

There are many ways to differentiate a business. One of the easiest to understand is to find an unoccupied position on the customer value map where there is latent demand from customers.

What Is A Customer Value Map?

It’s a graphical representation of your market with price on one axis and customer value (i.e. what the customer gets for her money) on the other.

Customer value has many different components or attributes but at this stage, assume that value has a strong relationship with price along the lines of the old cliché… you get what you pay for.

This cliche is used to justify spending more on an item because (generally) price is a reliable signal of inherent quality.

An Example of A Customer Value Map

Here’s an example from the car industry which shows the fair value line for different brands. [continue reading…]

in 3 – Your Strategic Positioning, 4 – Lead Generation

What Customers Value – Order Winners & Qualifiers

I introduced the concept of order winners and order qualifiers in my article on key success factors and now I want to delve into this important topic in more detail.

How Customers Chose To Buy Or At Least Rationalise Their Purchase Decisions – Order Winners, Orders Qualifiers & Customer Value

Customers make their purchasing decision emotionally and logically on a perception of customer value for money.The unconscious mind communicates the decision to the conscious mind at lightning speed and leaves the conscious mind to look for the logical reasons to back up the purchase decision. [continue reading…]

in 3 – Your Strategic Positioning, 4 – Lead Generation

Great Leads by Michael Masterson and John Forde – 5 Stars

The full title of this book by Michael Masterson and John Forde is

Great Leads: The Six Easiest Ways to Start Any Sales Message

In my review posted on Amazon.co.uk, I gave the book a rating of 5 Stars. This means it is excellent and very highly recommended.

Here is my book review.

Very revealing guide building on Eugene Schwartz ideas

I was a fool. It has taken be more than 5 years to read this excellent copywriting book after buying it.

I’m struggling to justify it to myself. I read widely, not just copywriting or even marketing books but that’s no real excuse. The title perhaps undersells it and, back in July 2013, the book didn’t have all these glowing reviews. I buy a lot of books and kindle books can quickly drop outside of my eyesight unlike a physical book which nags away, demanding to be read. [continue reading…]

in 4 – Lead Generation, Best Business Books, Copywriting

The 5 M’s of Marketing

In my business coaching, I often talk to my clients about the importance of each of the 5 M’s of Marketing.

This is all about getting your ducks all lined up in a row and it’s very difficult to succeed, even if one of them is out of kilter.

What Are The 5 M’s Of Marketing?

The 5 M’s of Marketing are:

  1. The Market chosen to target.
  2. The Marketing Message used to explain the offer
  3. The Marketing Media used to carry the message to potential customers in the target market.
  4. The Measurement of marketing activities which allows you to test your ideas and to continually improve what you do.
  5. Your Marketing Mindset is the way you approach the activities including how consistent you are in what you say and do.

Let’s take a closer look at these Five M’s. [continue reading…]

in 4 – Lead Generation

The full title of this book by Michael Masterson is

The Architecture of Persuasion: How to Write Well-Constructed Sales Letters

In my review posted on Amazon.co.uk, I gave the book Five Stars. This means it is Excellent and Very Highly Recommended.

Here is my review.

Very interesting with an emphasis on the teaser, headline and lead

I read a lot of business books and especially about marketing. I have to admit many of them are quite dry and only appeal to my inner geek who wants more knowledge and understanding.

Thus book is different. [continue reading…]

in 4 – Lead Generation, Best Business Books, Copywriting