Have you ever wanted to pick and choose what customer you would accept? This is a fair question and I can tell you there is only one way this happens. You have to have so many people who would like to be your customer that you can’t possibly accept all of them. This is why having enormous amounts of leads is so critical. It’s not just about having leads they need to be prequalified in the specific niche you are working in. And you know it boils down to one thing lots of leads and when it comes to lead generation truly you can never have enough leads. When you have more than enough leads it allows you to really pick and choose who the right customer is and for you instead of you just taking a job because you won the bid. So you know our goal in this five sessions is to increase your profitability by five times and to help you stop bidding and start living. So in order to do that you know you’ve got to have an endless supply of leads.
One of the reasons that the subject of generation seems so complex is because there are so many ways to generate leads, many of which are super hard to measure. In order for lead generation to be effective I believe you have to be able to accurately measure performance.
I’ll give you an example of how it can become very tough to measure performance for instance I wonder how Budweiser can actually measure performance on all of the ads that they run on television, print, internet and radio. It is very challenging to measure that kind of performance. But they’re type of advertising or their lead generation is very different from what we’re talking about. My point is simply that they use so many methods that what happens is it becomes very challenging and almost immeasurable to recognize exactly what methods are bringing the results. Don’t get me wrong I am 100% sure Budweiser watches their sales and growth numbers religiously and they can recognize a 1/100% jump in sales very easily but do they know where that jump came from? Doubtful. I’m sure they have many people on staff who are tasked with the responsibility of sorting it all out and as long as the overall sales go up they’re fine. But the type of advertising we will be doing is very different. We will be doing direct response advertising aka direct response marketing, seeking a specific result with every step we take. Direct response marketing is just what it sounds, marketing that gets a response from the person you sought to get a response. Notice I said person. I might want to sell to companies but they are run by people so I am always seeking a response from a person and it’s a person that in most cases I have targeted.
This is part 1 of a 3 part series. Watch for my next blog post for part two.
To your lifelong prosperity,
David Mulvaney