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Leadership
Money
Lead
Conversion
Lead
Generation
Marketing Managem
Clien
Fulfillmen
Lead Generation MessageCreating the magnetic messag
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Lead Generation MessagesCreating the magnetic message
SNAPSHOTMastery Impact!
Supplemental Module: Advertising & Public Relations
Business Development Process: 2SUP-LG03
The most powerful element in advertising is the truth.
William Bernbach, advertising executive
Creating a magnetic lead generation message is
more art than science. It requires you to use
words, images, and sensory elements as your
basic ingredients, then assemble them to form an
integrated, compelling message. A message that
is more than the sum of its parts, one with
relevance, significance, and meaning to the peopleyoure trying to reach. To do this, youll need to
know your customers needs, wants, and
expectations. When you understand your target
customers as if they were your best friends, rather
than nameless, faceless individuals out there in the
mass market, youll be able to create that
magnetic message.
Overview
The fundamentals for
creating your lead gener-
ation message are your
Central Demographic Model,
unique selling proposition
(USP), positioning
statement, product
att ributes, and the chan-
nels youve selected.
The four key parts of your
message are: the attention-
getter, information, per-
suasion, and a call to action.
The three creative elements
you can use in your message
are: words, images, and
sensory elements.
R e m e m b e r t h a t t h e
lead generation channels
you use will shape the way
you present your message.
The likelihood of people
responding to your message
increases to the extent that
you can eliminate the cus-
tomers perception of risk.
Key Points
Develop Creative
Elements of the
Message
Develop Message
Content
Review Target
Market Information
Benchmarks for
Creating Your Lead
Generation Message
Pre-test the
Message
Track and
Quantify the Message
THE FOUROBJECTIVES
OF THE
LEAD GENERATION
MESSAGE
Attract Attention
Create the Right
Impressions
Provide a Convenient Way
for the Customer To
RespondQualify Your Leads
Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publicationmay be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy,recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
A Business Development Publication of
E-Myth WorldwideTM
Putting the Pieces Together
Santa Rosa, California, USA
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Significance Is the Heart of Your Message
The dictionary first defines message as a communication
transmitted by spoken or written words, signals or other means
from one person or group to another. Then it gets to the heart of
the matter:
Message: the basic theme or significance of something.
Significance. What is significance? Why is it the heart of your
message? And where does it come from?
Significance is that personal connection you have with
somethingyour home, a work of art, other human beings. Its
not a connection you can define exactly, but you know what it is.
The significance something has for you is defined by your
perceptions. Different people perceive identical things in
different ways based on their needs, expectations, and
experiences. The significance of anything depends on how you
connect with it and on your particular perceptions of it.
Think of your home. It may be a structure of wood, metal, and
fabric; however, its more than just that to you. You have apersonal connection to it, and therefore it holds significance for
you. The same is true of your lead generation message. Its
significance to your target customers depends on how they
connect with it and what their particular perceptions are. If you
are to connect with them and create the right perceptions, you
have to know them intimately and tap into their needs,
expectations, and experiences.
Familiar idea, isnt it? Know your market.
Words, Images, and Sensory ElementsThe Building Blocksof Your Message
Your message is made up of three elementswords, images, and
sensory elements. However, the significance of your message is
more than just words, images, and sensory elements. Unless your
message connects with your target customers (through their
needs, expectations, and experiences), it will have no significance
Lead Generation MessagesCreating the magnetic message
Mastery Impact!
Supplemental Module: Advertising & Public Relations
Business Development Process: 2SUP-LG03 Page 1
The most powerful element in advertising is the truth.
William Bernbach, advertising executive
Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
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to them. Therefore, it wont strike them as relevant, and it wont
have the ability to stimulate a response.
It all comes together in your message. Its where all the work you
did to understand the psychology of the people in your targetmarket finally pays off: Establishing the positioning and sensory
experience that have the right appeal, and selecting the right
channels to reach them. Understanding the product attributes of
greatest importance to them. Understanding their purchase
decision needs. And now putting it all together in a message that:
Attracts them to an opportunity to have their needs met, and
Promises them the gratification they want.
Thats what youre striving for: significance, not merely structure;
impact, not just ingredients; meaning, not simple mechanics. All
you have to work with are words, images, and sensory elements,out of which you have to create significance, impact, and
meaning. Does it call for more creativity than you can muster?
Not at all. It just takes know-how.
Creating the right message for your target market and for your
business doesnt have to be diff icult. It requires some home-
work, most of which youve already done, some insight, which
youve already developed, and some techniques, which youre
about to learn.
But first youll need some philosophy to help you put the pieces
together in a sensible way.
Breaking Through the Clutter with Relevance
Most business people, even professional advertising and public-
relations people, believe the best way to break through the
amazing clutter of advertising in todays world is to create
something distinctive to the senses. The result is that radio,
television, magazines, newspapers, and billboards are covered
with blazing color, arresting (sometimes shocking) images,
surprising soundsanything the imagination can conjure to draw
your attention.But all that does is momentarily distract you. Its useful because
it gets your attention, which opens the door for a lead generation
opportunity. You react in the moment How interesting,
How beautiful, How repulsive, How fascinating
But briefly getting your attention isnt enough. Unless your
attention is held, it moves on to the next attraction. The lead
generation opportunity is wasted.
Mastery Impact!
Supplemental Module: Advertising & Public Relations
Business Development Process: 2SUP-LG03
Lead Generation MessagesPage 2
Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
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Mastery Impact!
Supplemental Module: Advertising & Public Relations
Business Development Process: 2SUP-LG03
Lead Generation Messages
How do you attract and hold attention?
Relevance is the key. Unless the customer can somehow relate
your message to his or her own needs, the message is, at best,
interesting or entertaining, and at worst, a waste of time. Eitherway, its useless for lead generation.
Attracting attention in a way that is relevant to the customers
need is the key to creating a lead generation opportunity.
Relevance is what holds customers attention and compels them
to engage with your message. Then, if the need is real and your
message promises real gratification, the potential customer wont
be able to turn away. Lead generation is assured.
Without relevance, your message wont hold your customers
attention, and it wont motivate the customer to respond. Without
response, youve got nothing; with it, youve got a lead.
The Four Objectives of Your Lead Generation Message
Objective 1: Attract the attention of people in your target
market. Use words, images, and sensory elements that are
distinctive enough to draw the immediate attention of the people
in your target market, and can hold their attention with message
points that are relevant to their needs and desires.
Objective 2: Create the right impressions. Your message has
to promise not only to satisfy the product needs (what your
product or service will do for your customer functionally andemotionally), but also satisfy enough purchase-decision needs to
enable the customer to take the next step (respond). Moreover, it
all has to be believable, or its wasted.
Watch out for exaggerated claims. Hype diminishes your
message. Its a common mistake for business people, including
marketing professionals, to attribute the success of their lead
generation messages to the use of exaggerated language and
claims when, in actuality, the perceived quality of the product
and the company overcame the negative impact of the hype.
Objective 3: Provide a convenient way for the customer torespond. Your message must always provide the means of
response; otherwise its a waste of money and effort to get the
message to the prospective customer. Always include a convenient
way for your customers to respond to your message, such as a toll-
free telephone number, a street address, a mailing address, an
Internet address, or a self-addressed, stamped envelope.
Page 3
THE FOUROBJECTIVES
OF THE
LEAD GENERATION
MESSAGE
Attract Attention
Create the Right
Impressions
Provide a Convenient Way
for the Customer To
Respond
Qualify Your Leads
Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
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Objective 4: Qualify your leads. Depending on your business
and products, your lead generation message should usually
discourage unqualified people from responding. Whos not
qualified? People who would not be served by your product,people who cant afford your product, and people who dont have
the ability to use your product. You dont want people
responding to your message, only to be disappointed or angry
when they discover what you offer isnt even in their ballpark,
for whatever reason. Its more respectful to them, and more cost
effective for you, to eliminate non-customers through your lead
generation message than by using your salespeople to do it.
Five Steps to a Magnetic Message
There are five steps to creating lead generation messages that
work. Youve already done the basic work for the first step.
1Review what you already know about your target market.Start by reviewing your unique selling proposition (USP) andpositioning statement for your target market. These provide the
basic elements and direction for your lead generation messages.
(Refer to your work in Mastery Process 2D-04, Positioning and
Differentiating Your Business.)
Then review the psychological profilethe Central Psychographic
Modelfor the market segment youre targeting. Be especially
mindful of the emotional associations and the drives (functional and
emotional needs) of the market. (Refer to your work in MasteryProcess 2D-03, Customer Perceptions and Behavior.)
Next, review the product attributes of importance for the targetmarket. (Refer to your work in Mastery Process 2E-02, ProductStrategy and Design.)
Finally, review the requirements of the channels you have
selected to reach the target market. Determine the constraints
imposed by the channel and note the specifications that could
impact your messagefor instance, how large your
advertisement will be, whether it will be color or black and
white, what kind of publication it is, how much time your radioad will have. (Refer to the work you did in Mastery Process
2SUP-LG02, Lead Generation Channels.)
2 Develop the content of your message. Determine what themessage has to communicate in terms of explicit information,impressions, and unconscious associations. Your message has
four parts:
Mastery Impact!
Supplemental Module: Advertising & Public Relations
Business Development Process: 2SUP-LG03
Lead Generation MessagesPage 4
Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
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Mastery Impact!
Supplemental Module: Advertising & Public Relations
Business Development Process: 2SUP-LG03
Lead Generation MessagesPage 5
1. Attention-getter
2. Information (facts)
3. Persuasion (your promise and indications of emotional
gratification)
4. Call to action and a way to respond
First, think about each of these four areas generally, without
worrying about the specific words and images youll use. What
general approach will you take to get your target customers
attention? What information or facts will they need? What
promise will you make? What action do you want them to take?
3 Develop the creative elements of your message. Nowyoull take the content youve decided on and plan exactlyhow youll present it in your lead generation message. Thepresentation of your message is built from three elements:
1. Wordsthe copy or text used in your message.
2. Imagesspecific mental pictures you create using words,
pictures, and sounds. For example, the warmth and security
of grandmothers kitchen is an image you can create with
words, pictures, sounds, and smells (and even tastes and
textures).
3. Sensory elementsthe colors, shapes, tastes, smells, textures,
and sounds that your target market respond positively to, but
are not necessarily part of a particular image youre trying toconvey. For example, you might use bright blue lettering
because it has high visibility and retention for your customers.
Remember that in your final message, all the elements need to
work together in a seamless, cohesive way. To your customer its
one message, one look, and, for you, the only chance to make
the right impression. Make sure your message appeals to both
the conscious and unconscious mind, and avoid hype at all costs.
4
Pre-test your message. If you can afford it, use
professional market researchers to test your message. If you
cant afford market researchers, conduct your own test or pick afew of your customers and ask them for their opinions (be aware
that theyll react more positively to you than they would to
neutral market researchers). If you cant do that, at least run
your message by some of your more objective employees. They
wont react exactly as your target customers would, but theyll
provide some useful feedback.
Develop Creative
Elements of the
Message
Develop Message
Content
Review Target
Market Information
Benchmarks for
Creating Your Lead
Generation Message
Pre-test the
Message
Track and
Quantify the Message
Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
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5 Track and quantify the message. Track all messages ineach channel every time you use it. Quantify the number oftimes you run the message, the different channels, the different
versions of the message, the different creative treatments, thecosts, and, of course, the number of leads that result from each.
Your New Best Friend
Theres an important trick you need to learn. All this information
about your target market is just thatinformation, facts, data.
By itself, its lifeless and lacking the connection thats essential
to communicate with and have real impact on your market.
The trick is making the connection, making your target market as
real to you as your best friend. The goal is to create an intuitive
understanding, afeel, a gut-level connection with them.
Heres how you do it. As you review your target-market
information, build a detailed mental image of a person who
represents your target-market customer. If you know someone
who fits your market, make that person your mental image. Get
to know that person. Get a sense of his or her personality, tastes,
attitudes, and opinions. Thats who your message has to connect
with, speak to, move emotionally. Thats the person you have to
know and understand. Thats your new best friend.
The Channel You Use Shapes Your Message
Wouldnt it be convenient if, after you developed your
message the content, the creative elements, everythingyou
could place it in any channel you wanted? Unfortunately, the
distinctive nature of each lead generation channel will force you
to change your message somewhat to fit it.
Some channels constrain your message in obvious ways. Radio
does not accommodate visual images, and print channels do not
accommodate sound. Some print channels dont allow you to
use color. If youve identified the preferred channels for your
target market (see Mastery Process 2SUP-LG02, Lead
Generation Channels), keep the constraints in mind as youcreate your message.
Here are more examples of common lead generation channels
and some of the factors that will affect how you shape your
message to adapt to them:
Print channels such as magazines, newspapers, and directories:
available space; limitations or requirements for color; location
in the publication; location on the page; print quality.
Mastery Impact!
Supplemental Module: Advertising & Public Relations
Business Development Process: 2SUP-LG03
Lead Generation MessagesPage 6
Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
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Display channels: size; lighting; weather conditions;
location/placement.
Direct-mail channels: envelope size; paper weight; mailbox
size; class of mail; delivery time.
Telemarketing channels: available time (length of message);
time of day; limitations of sound quality.
Radio: available time; time of day; content of programming
surrounding your advertisement; live versus taped.
Television: available time; time of day; content of
programming surrounding your ad; print size and amount of
information that can be shown visually.
Public relations: editorial slant of the publication.
Channels targeted to specific populations, such as political,
religious, youth, seniors: ideas and language must conform to
the standards of the group.
Developing the Content of Your Message
Now that youve got the background logic and philosophy
behind lead generation messages, its time to merge your
thinking about the overall content of your message with the
means to express it in words, images, and sensory elements.
Attention-getterGetting your potential customers attention is akin to selecting
the right channel: If you dont get their attention early, they
wont ever reach the heart of your message. The main attention-
getters are:
Headlines (for print) or lead-ins (for radio and television)
Images
Sensory elements
The purpose of a headline is twofoldto grab your attention and
interest, and to convey the essence of what follows. In the case ofradio and television, the lead-in serves the same purpose as a
headline does for print channels. The lead consists of the words,
images, and sensory elements that carry you to the next part.
Since the headline (or lead), the images, and the sensory
elements that support it must attract the audiences attention and
establish relevance, consider using your unique selling
proposition, or some variation of it, as your headline. For
Mastery Impact!
Supplemental Module: Advertising & Public Relations
Business Development Process: 2SUP-LG03
Lead Generation MessagesPage 7
Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
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example, if your USP is To Enjoy the Good Life, that could be
your headline. You could modify it slightly: The Good Life,
Enjoying the Good Life, The Way to Live the Good Life.
You could transform it into a question: Would You Like toEnjoy the Good Life? or Wouldnt You Like to Enjoy the Good
Life? or Are You Ready to Enjoy the Good Life? You can
even use an anxiety approach: Havent You Been Missing
Out on the Good Life Long Enough? You should find your
companys USP equally rich in headline opportunities.
For printed messages, use subheads:
In a recent nationwide (US) study, it was found that fully 85
percent of readers skim commercial communications rather than
read them thoroughly. They only read through the communication
if their skimming generates continued attention and interest.If your message will contain more than several sentences of text,
you should consider using subheads, or subordinate headlines.
Subheads make it easier to read and follow the text and they
provide a summary of the main idea for those who wont read all
the carefully crafted words in the text.
Your subheadings can be mini-titles running through the text, or
they can tell their own story. Here are two effective approaches
for writing subheads that continue the story begun in the
headline. Lets assume that your headline is, Wouldnt You
Like to Enjoy the Good Life?Approach #1 is calledanxietyanxietyrelief:
Anxiety subhead 1: You dont get much of the good life.
Anxiety subhead 2: And, when you get it, its not what you
wanted.
Relief subhead 3: Now you can get the good life, exactly
the way you want it.
Approach #2 is called promisepromisefulfillment:
Promise subhead 1: You can have the good life.
Promise subhead 2: Its closer than you can imagine.
Fulfillment subhead 3: All it takes is a minute of your time.
Of course, between the subheadings will be text giving the
audience more information and meaning.
Use your headlines (or leads) to establish and maintain the
relevance of your product or service to your target customer. If
Mastery Impact!
Supplemental Module: Advertising & Public Relations
Business Development Process: 2SUP-LG03
Lead Generation MessagesPage 8
Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
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Mastery Impact!
Supplemental Module: Advertising & Public Relations
Business Development Process: 2SUP-LG03
Lead Generation MessagesPage 9
youre using only an image, make sure it has relevance. A
sensory element as attention-gettera loud or unusual noise, a
splash of colorcan attract people but will usually not carry
much, if any, of the significance of your message.Information
The main thing to remember when deciding what information to
present in your message is simply: less is more. Unless youre
advertising through direct mail or in full-page print ads, give
readers a minimum of specific information, just enough to pique
their interest and answer their key questions. Some types of
information you can include are:
Important facts about your product and/or about your company
Key facts about the customers needs, frustrations, and desires
Information that answers the key questions the potential
customer might ask. Key questions are those that enable the
customer to confirm relevance (Does this really apply to me?
Can I benefit from this product?) and to feel that he/she
knows what the message is about (what the product is,
basically what it does, what it will feel like to have it).
Persuasion
The persuasive part of your message is where you inject the
subjective, emotional element. It adds meaning and significance
to the information and gives your message its flavor, its color, itspositive and preferential connotation. It creates intimacy by
speaking to your customers unconscious (and conscious) minds.
Dont think of your persuasive elements as necessarily distinct
and separate from the information youre presenting. Theyre
often merged. Consider the statement, The extraordinary
effectiveness of this product has been proven in hundreds of
clinical tests over the last decade. Would you say this is
information or is it persuasion? Its both, of course. Elements
that add persuasiveness to your message are:
Promise of emotional gratification
Logical benefits (based on functional needs)
Emotional benefits (based on emotional needs)
Elimination of risk or the perception of risk
These can be communicated explicitly (directly), through specific
words and pictures, or implicitly (indirectly), through images and
associations you attempt to create.
Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
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Mastery Impact!
Supplemental Module: Advertising & Public Relations
Business Development Process: 2SUP-LG03
Lead Generation MessagesPage 10
Call to action and a way to respond
Dont forget to let the audience know what you want them to do
next. This is usually done in words (text), but dont neglect the
impact of a visual or some other sensory element to encouragepeople to respond. A picture of your store, the sound of a
telephone ringing, an image of someone dropping a response
card in the mailthese make the experience more real and,
therefore, more likely to happen. Regarding your call to action:
Tell the audience what to do, how to take action.
Provide a way to respond.
Offer a telephone number, preferably toll-free.
Give a street address, possibly with cross street or directions.
Provide a response card, preferably postage paid, pre-addressed, and easy to complete (fill in the blanks or check
the boxes).
Include your internet web site address.
Make it easy.
Make it low-cost or, better yet, no-cost.
Make it immediate.
Eliminate all barriers to response.
If you develop a compelling message and place it in the channelthat reaches the customers you want, you will create a powerful
magnetic field that attracts people to you. As you create your
lead generation message, keep in mind that single customer who
will be experiencing your business for the very f irst time
through this message and this channel. Will she be attracted or
repelled? What will her impressions be? Will she be moved to
respond immediately, or will she experience resistance or
hesitation?
An Offer They Cant Refuse
Often, customers will need your product, have the ability to buy
it, and be convinced that yours is the best for them. Yet they may
refuse your offer; in fact, this scenario plays out all the time.
Why? What other factors are influencing the customers
decision-making process?
The answer is risk. When everything else is right, but the
potential customer perceives risk, real or imagined, the decision
is, at best, maybe.
Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
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Mastery Impact!
Supplemental Module: Advertising & Public Relations
Business Development Process: 2SUP-LG03
Lead Generation MessagesPage 11
What does your message convey that customers may perceive
as risky? Here are a few examples:
Not credibleYour message doesnt sound right, it
doesnt match my experience. Your advertising has toomuch hype.
Not appropriateYour message doesnt fit my picture of
myself: Its too high/low class, and not the kind of thing
people like me would buy.
Too expensiveI cant afford it.
Not reliableIt might break down or not do what I need
it to do.
In other words, risk is whatever makes the customer
uncomfortable with your product, your business, your people.So, how can you overcome risk? How can you help the
prospective customer feel so comfortable with your offer that
resistance melts away?
Honesty. Most people believe that if your product sounds
too good to be true, it probably isnt true. Few things help a
customer feel more comfortable than believing that someone
is telling them the truth.
Messages appropriate to the customers self-image. If youre
not talking to me, your products probably not for me, either!
Satisfying the customers decision-making needs (refer to the
seven selling functions from Mastery Process 2F-03, Your
Lead Conversion Process). Addressing the needs most
important to your customersinformation, understanding,
needs clarification, advice, assistance, reassurance,
transaction processingwill go far to eliminate their
perception of risk.
Satisfying product/service needs (product attributes). Comm-
unicate that your product or service was designed specifically
for your target customer. Show them, or tell them, how. (Refer
to the work you did in Mastery Process 2E-02, Product
Strategy and Design.)
What If Youre Not Creative?
We all have some degree of creativity, and when fed by an
intimate knowledge of your target market, your creativity is
probably greater than you think it is.
Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
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Mastery Impact!
Supplemental Module: Advertising & Public Relations
Business Development Process: 2SUP-LG03
Lead Generation MessagesPage 12
But lead generation messages are tricky to create, and subtle
things (intentional or unintentional) can have a major impact on
your message, for better or worse. So its almost always money
well-spent to get professional help with your lead generationmessages. Consider using copywriters, graphic artists,
advertising specialists, and public relations professionals.
When you use professionals, dont abdicate lead generation to
them. Its still your business, and you know more about it and
about your target markets than they do. Graphic artists will create
gorgeous images and designs, but they may not pay attention to
the functionality of their designs (the graphics may be beautiful
but convey the wrong impressions; the sensory elements may
appeal to their tastes rather than those of your target market).
Advertising agencies may select the channels (theyll call them
media) that generate the highest income for them rather than theones that will reach your target market most effectively.
Copywriters may use words that are preferred in literary circles,
but dont communicate the right tone or unconscious associations
to your markets.
Use the creativity of professionals, but dont let them intimidate
you with their expertise. Respect their expertise, but also
respect your own. You make the f inal decisions.
If You Remember My Message, Youll Buy My Product
A Recipe for DisasterThere was once a highly successful Madison Avenue advertising
executive who said when addressing a large audience of business
people, The most important thing your message must
accomplish is to be memorable. My best advertising campaigns
have been described as obnoxious and offensive. Music to my
ears. Why? Because people remembered my ads. And if you
remember my ad, youll buy my product.
The fallacy in his thinking is his neglect of emotional
gratification, unconscious associations, and the attraction-
avoidance reactions of customers. (Recall your work inMastery Process 2D-03, Customer Perceptions and Behavior.)
Yes, its important for your messages to be memorable. But its
more important for them to create attraction rather than
avoidance. If all youre doing with your messages is stimulating
avoidance, then youre pushing away potential customers. If
your negative message is memorable, so much the worse.
Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
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So, avoid negative messages and images about your business
and your products. Negative elements in your message can be
highly effective, but only if your product or service is the
solution to the negative situation.
Its an Art, Not a Mystery
Youve seen that its not enough for your message to be noticed;
it must also be relevant to the customers needs. Its not enough
to just offer the right product or service; your message must also
reduce the perceived risk. And its not enough to be memorable,
it must be memorable in a way that creates attraction, not
avoidance.
Even though there are clear steps to follow in creating your
message, its far from a science. Perhaps more than any otherarea of your business, creating the right message is an art. But
theres nothing mysterious about it. Its all common sense, clear
communication, and, above all, a deep understanding of your
target market.
Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
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Worksheets
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Supplemental Module: Advertising & Public Relations
Business Development Process: 2SUP-LG03
Lead Generation MessagesPage 15
Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
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Lead Generation Message Development:
Key Target Market Information
TARGET MARKET __________________________
Unique Selling Proposition (USP), Positioning Statement, Sensory Package
The USP for this target market is:
The positioning for this target market is:
The key sensory elements (colors, shapes, etc.) for this target market are:
Key Elements of the Central Psychographic Model
Functional needs:
Emotional needs:
Emotional associations to stimulate:
Emotional associations to avoid:
Gratification mode (interpersonal, objective, or introverted):
Purchase preference (experimental, performance, or value):
Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
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Lead Generation Message Development:
Key Target Market Information(contd)
TARGET MARKET __________________________
Key Product Attributes
Functionality:
Sensory impact:
Unconscious associations:
Conscious-mind conclusions:
Price/value:
Access/convenience:
Channel Requirements
(For each channel you have selected to use with this target market, indicate the specifications thatshape or constrain your message and its presentation.)
Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
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Lead Generation MessagesPage 19
Lead Generation Message Development:
Message Content
TARGET MARKET __________________________
1. The attention-getting device(s) will be:
Headline:
Image(s):
Sensory element(s):
2. Key information to be included:
3. Persuasive elements of the message will be:
Promise of emotional gratification:
Logical benefits (based on functional needs):
Emotional benefits (based on emotional needs):
4. The call to action and response mechanism(s) will be:
Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
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Lead Generation Message Development:
Creative Elements
TARGET MARKET __________________________
Words
(Write the actual copy or text for your lead generation message. Use additional paper if needed.)
(Note any words or copy that should not be used for this market.)
Images
(What image(s) do you want to create for your target customers? How will you create it? What
words, pictures, sounds, etc. will you use? Use additional paper if needed.)
(Note any images that should not be used for this market.)
Sensory Elements
(What other visuals, sounds, smells, tastes, textures, etc. will you use to create positive response
to your message?)
(Note any sensory elements that should not be used for this market.)
Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
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Your Lead Generation BaselinePage 21
Lead Generation Message Development:
Pre-testTARGET MARKET __________________________
Describe how you plan to test your lead generation message:
Number of test exposures obtained:
Describe your test findings:
Describe the action you will take based on the pre-test of your message:
Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.
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Your Lead Generation BaselinePage 22
Lead Generation Message Development:
Tracking and QuantificationCreate a form for tracking and quantifying the results of your lead generation messages; use the one
below or modify it to suit your needs. Track and quantify each message separately. For example, if
you run the identical print advertisement in several different magazines, you can track it as one
message. If you change the ad slightly, by making it larger or changing the colors, it becomes a
different message and you need to track it separately. Develop a way to identify each message, such
as by assigning a unique tracking number to it, and file each message with its identifier so you
always have an accurate record.
BCHANNEL
CCOST
DCOST PER
THOUSAND
EXPOSURES
ENUMBER OF
LEADS
GENERATED
FCOST PER
LEAD (CE)
GDOLLAR
SALES
GENERATED
HLEAD
GENERATION
COST PER
SALE (CG)
AMESSAGE
IDENTIFIER