How to Attract More Business by Using Lead Generation Advertising

Guest post by: Dan Kennedy

The job of lead generation advertising is to do what it sounds like: produce leads. It is not used to sell your product or service. It not used to tell your potential customers all about the many wonderful things you provide.

Its ONLY job is to produce leads – period!

If you try to do more with your lead generation advertising you will fail.

Lead generation advertising can be used in newspapers, magazines, yellow pages, radio, television, letters, postcards, anywhere. It is the only type of print advertising many extremely successful businesses use.

Why? Because it’s cost efficient and effective – particularly with postcards… which can be extremely economical to use for this purpose. Small lead generation promotions can keep a steady stream of qualified prospects calling/writing/emailing/raising their hands to let you know they’re interested. Because of that, you’re only dealing with people who are, at the very least, marginally interested in what you have to offer.

If you are going to do lead generation advertising – i.e., advertise in hope of having a qualified prospect call you or otherwise respond – then you need to use what I call a Lead Generation Magnet. A Lead Generation Magnet is basically a “thing” you create and offer as an incentive to get your qualified prospect to respond.

Many times, these are informational in nature, such as reports, guides, books, tapes… although they can be other kinds of gifts. It should be obvious that the more desirable the magnet, the better the response you’ll get.

Generally speaking, a Lead Generation Magnet that’s clearly linked to the business will work better than one that is not. For example, the Accountant offering a free road atlas as a gift for setting an appointment would be better served by instead offering a free seminar video that teaches “5 Secrets the IRS Hopes You NEVER Discover that can Save the Typical Family at least $2000 a Year In Taxes.”

The content of the lead generation magnet then fulfills the promise you make, while at the same time serving to build your authority and compel the prospect to take the next step in closing the deal you want them to make with you.

Okay, so now that you’ve come up with what you think is a great Lead Generation Magnet, how do you write the ad that goes with it? What are the components of a good lead generation ad? Many are the same as with a standard direct response style sales letter.

• A powerful, benefit-oriented headline
• Teases the prospect so he wants to learn more
• Identifies who your ideal prospect is and, by inference, who you don’t want to respond
• Has a specific, easy non-threatening call to action

Key point that last bullet – you MUST have a clear and easy to accomplish CALL TO ACTION. It could be make a phone call, visit a website, fill out a web form, send a fax… whatever it is, it needs to be absolutely crystal clear!

This is an example of a lead generation ad targeting Home Owners who might be interested in learning how to manage their finances in a way to lower taxes:

Let’s carefully look at the structure of the ad and break it down so you can start developing your own lead generation advertisements.

1.At the very top of your ad, you want to flag down who you want to respond to your ad. In this case we are targeting Home Owners. This is our market for the particular product we are offering.

2.Next, in bold face type, you want a compelling benefit oriented headline that makes the reader want to learn more about your offer. Don’t explain too much at this point. The job of this ad is to get people to call for more detailed information

3.Finally, follow up with a specific response vehicle. Tell your prospects exactly what you want them to do and what they will get for taking action. Always end your ad by restating the benefits they will derive from responding to your offer.

Depending on the type of service you’re offering, you may just have the person call me for more information and then use a phone script to sell them.

Lead generation advertising looks different than any other type of advertising you’ll find. It is jam-packed full of copy. Many media representatives/“professional advertising reps” will argue that there’s too much copy and not enough “white space.”

Don’t make that mistake and skimp on your copy. Even with a tiny postcard, there’s plenty of room to produce an ad that looks exactly like the one above – and it will get great results.

Learn more tips and secrets on how to attract a flood of your ideal customers in 60 days or less by claiming your FREE copy of the “Road Map to Success – Business Growth System”, compliments of PostcardMania and GKIC (supplies are limited)!