How To Get Leads

"Promise, large promise, is the soul of an advertisement."

Samuel Johnson Dead Patriot

"Sell the sizzle, not the steak. Better yet, sell the smell."

Matthew Samp Direct Mail Copy & Graphic Design

You can generate quality leads...

Direct mail is an excellent medium for generating sales leads for a field sales force, a telemarketing crew, catalog distribution or for direct mail fulfillment. But getting cost effective leads through the mail is entirely different than making one-step sales through the mail. Here are some tips for effective lead generation...

You can't go wrong with these tips...

Less is more. It is way too easy to tell your prospect too much about your product or service in a lead generator. You'll get a lot more leads if you "sell the sizzle, not the steak." Most lead packages don't even need a brochure. A simple letter and reply device will usually do the trick.

A package works better than a self mailer. In most cases, that is. Self mailers tend to look like what they are ... advertising. An envelope with a letter in it is more personal and, thus, more effective. Generally speaking, a well crafted package can outpull a self mailer by a ratio of four to one. Maybe more.

Personalize it. If your budget allows, you should avoid form letters. Computer personalization will get you more response. It will make your company look better in the process, too.

Make it a no risk offer. Be sure to let your prospect know that it's free information they are sending for. There is no risk or obligation. You will get to that part in the fulfillment package or sales presentation. In other words, a lead package is an "opener," not a "closer."

Give them a deadline. Even if none exists, it is better to administratively dictate one. You will get more leads this way. Note that if you do place a deadline on your offer, you have to live by it. There are regulations on this, somewhere. On the other hand, you can always administratively extend the deadline ... know what I mean?

Always use business reply postage. You pay for the return. But, it's well worth it.

Offer a "kicker." You know. Like they do on those annoying TV commercials. "But wait, that's not all! Call now and you will also receive a chrome plated whizbang, guaranteed to make your farbles yoik!" The kicker can be something as simple as a booklet relating to the product or service or as "nice" as a "free solar powered calculator."

Include a reply card and a phone number. I've seen a lot of lead generators that rely on a toll-free number only to facilitate response. That's a big mistake. The most recent research I can find on the subject says you can potentially double your response if you include a business reply card or other form for written response device. Apparently, some people just don't like to call for fear of being accosted by a salesman over the phone. Go figure.