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Submitted by: Travis Allen Lee
What business are you in? Answer that question to yourself. What business are you in? If you re like most, you ll say something like mortgage broker, dentist, restaurateur, coach, chiropractor etc.
If you answer was something like this, I d say you re wrong. (Hang in tere with me; I ll get to the point in just one minute.) If you ve been reading my tips, newsletter or have heard me speak you may be saying to yourself, I m not falling for that one Travis, I know I m in the Marketing Business. To that I say you re closer, but still not quite there.
You re in the list building business.
There is nothing more valuable to your business than a list of names and contact information of your most targeted prospects and clients. You want to capture names and market to them continuously. As my Marketing mentor Dan Kennedy says, Till they buy or die.
So how do you build your list? Through lead generation marketing, of course. You re essentially getting permission to market and sell to your ideal prospect or client, over and over again. How great is that!
I m a big fan of lead generation marketing. Lead generation marketing is the ultimate pull marketing strategy. It allows people who are interested in your product or service to pull information for themselves about you and your business, rather than the usually push marketing that you usually see. Almost all Madison Avenue marketing is push marketing.
What you need for prospects to pull information from you is great bait, or a lead generation magnet. This is something that you re prospects request from you. They come in many forms, but the most typical is free information about your niche. They can include:
White Papers which you write to entice your prospects to do business with you.
Free Reports, such as:
“The 7 Questions You Must Ask before you…
9 Secrets That Other Consultants They Don t Want You to Know About
Free Recorded Messages
Free informative videos, CD’s and DVD’s they can watch online or that you can mail to them
And other types of gifts appropriate for your niche.
The biggest thing to keep in mind is that the more desirable your bait is, the better response you ll get. With almost all marketing, you re severely limited with the amount of information you can send or use in a cost effective manner. How much can you possibly say in a 30 second TV or radio spot, a yellow pages ad (even in a full page ad), a billboard, or a postcard?
With lead generation marketing, you re able to move your client or prospect to another media in which you have more cost effective means to tell your story. You can move them from offline to online, and vice versa, move them to an audio CD, DVD, print and just about any other type of media.
About the Author: Travis Lee is Vice President of Marketing for 3D Mail Results, He helps direct mail marketers increase their return on investment with creative, unique and clutter busting 3D mail products and grabbers. Claim your free 44-page guide at