The 10 Step Process to Accomplish Results through Lead Generation

There’s a 10-step process for creating pieces that move prospective customers through the phases of lead generation and accomplish the desired results.

1. Specify the desired results

There are three kids of results you want your lead generation pieces to achieve with your target market audience:

• Create favourable impressions about your business and your products and services.
• Move prospective customers as far along the purchase decision chain as reasonable.
• Motivate them to take the action steps you provide in the piece.

2. Determine context constraints and opportunities.

The channel you select and the specific ‘vehicle’ within that channel plays a major role in shaping your lead generation pieces. Each channel has its constraints and offers its own special opportunities for lead generation.

3. Create the instant connection

Connection is established with the headline, the primary image presented in the piece, and the sensory elements of the piece.

4. Define the logic of the piece

If your “instant of connection” is successful, your prospective customer is emotionally inclined to take the next step toward buying your product. Your lead generation piece has to have the necessary rational justification, even if it’s only implied.

5. Determine essential information and establish the format.

When you have the logic for your piece, you have to determine the points of information – the content points- that you’ll use to convey the logic and also the format you’ll use to make it easy to read (or hear or see) and understand.

6. Establish qualifiers

Your lead generation pieces can’t screen out qualified potential customers – anyone can respond who wants to respond, qualified or not. But you can design your pieces so unqualified leads screen themselves out and qualified leads screen themselves in.

7. Include brand identification.

Brand identification is as important as it is easy. Always, always, always include the product or service name and your business’s name in every piece.

8. Present the action steps.

This step is simple but critical. The idea is to make it easy for your customer to buy from you or to take the next step into your lead conversion system.

9. Integrate the elements.

The point of this step is to arrange the elements so the audience’s attention flows smoothly from one element to another and so the entire piece is a unified whole.

10. Produce the piece.

Once you’ve completed the previous nine benchmarks, it only remains to produce the piece, place it in the selected communication vehicle, and wait for results. And, of course, quantify the results and learn from your quantified experience how to improve each piece.