Every now and then I like to publish some of the basics. I am sure your days are filled with numerous activities that can take your focus off the simple rules that still guide many of your marketing successes. Mac McIntosh, had a recent blog entry that outlines a few of the basic tips to think about when developing lead generation programs. They may sound basic, but these fundamental tips still ring true. I like his idea of a checklist as it is a quick reference point that can be used to focus on the often forgotten basics during a very busy day.
Here are some of his checklist items to consider for a lead generation effort
- Aim where your prospects are
- Be there when they are thinking about the problem (right media, right frequency)
- Make it easy to find (in the search engine results, on your website, in their email inbox, etc.)
- Focus on generating response
- Get right to the point
- Be relevant (to their job, industry, application, problem, pain, etc.)
- Communicate with words and pictures (or word pictures)
- Choose your words carefully (use powerful words and avoid clichés)
- Talk second-person (lead with you and your instead of we and our)
- Invoke a positive emotional response (pride, happiness, etc.)
- Talk about pain-relief or solving problems
You can review the whole check list at Mac McIntosh’s Sales Leads Insights Blog
All of these checklist items drive home the importance of basic planning. Knowing your audience, understanding how your technology solution will solve their problem, and understanding their media consumption habits are always going to drive strategy. The checklist will act as a valuable guide to ensure your execution of this strategy stays on course.
