lead creation through cost-effective small business marketing

www.leadcreation.com.au © lead creation, 2009‐2010. 1


Small Business Marketing with the Complete New Media Package

A small business can’t afford the same kind of marketing as the big

companies use. The marketing of big companies focuses on ‘brand

building’, but this is too diffused and not effective enough for a small

business with a modest marketing budget.

Instead, small business often opts for one type of marketing at a time, such

as a new website, or some ads in a local paper, as this is more affordable.

Unfortunately, this too is ineffective for advertising a small business. These

are only individual pieces of a larger puzzle.

What you need is an integrated marketing strategy, which diversifies your

marketing so that you don’t have all your eggs in one basket. Typically, this

has been too expensive for small business to afford.

But not any longer.

Read this White Paper to find out how and why your small business can

now afford the complete, integrated new media marketing package

specifically designed (and priced) for small business.


The Small Business Marketing Foundations The things you need to know to get more clients, without breaking the bank You must:

1. Know your target audience – this is your ‘niche’ market. A good niche is a large but narrowly focused group of people interested in your product/service, who’ve got the money to spend now. Your niche must be an ‘inch wide and a mile deep’. We will help you find a niche.

2. Know the language of your prospective clients – you must know (or we will tell

you) the words that your prospective clients type into Google in order to search for products or services like the ones your company offers. These are your keywords and they are the foundation of your online marketing strategy.

3. Have a website that people can actually find when they search online. This is

what Optimization (search engine optimization) does—it dramatically increases the visibility of your site online and increases traffic (and sales) as a result. Lead creation can build a new website or customise your existing site to make it findable online when the clients you want are actually searching.

4. Have an interactive site that engages your prospective clients and gets them to

subscribe so that you can continue the process of marketing to them through a ‘Keep in Touch’ automatic emailing system. Effective marketing is an ongoing process—it has more than just one step.

These are the foundation of effective marketing for small to medium service businesses. Once established, you’re ready to begin the process of ‘Reaching Out’ to prospective clients.


Reaching Out to Prospects Online marketing begins by developing a relationship of trust between you and prospective clients How can you do it?

• You can use LinkedIn and Twitter as a platform to increase your networks, publicise your business online, direct people to your website, and most importantly make sales and profits. Lead creation will show you how to turn social networking into ‘business networking’—and how to use it to find clients.

• Increase your visibility online. Having a great website that no one can find, or

one they click away from as soon as they get there, is like having a Ferrari without an engine. Useless! Your site needs to grab your prospective client, speak their language, and begin the process of developing a relationship with them. It needs to gain a prospect’s permission to continue marketing to them or it simply isn’t doing its job. As well as improving your search engine optimization to make your site findable, Lead creation also provides copywriters to make sure that the messages potential clients read on your site are persuasive and position your business as the expert in the field.

• Cheaply advertising your company on the Google search results page—where

many thousands of people a month will see it. This will increase traffic to your site, increase your visibility online, and help you make sales. It’s all about getting your company name out there and discovering what marketing works best to get you new clients. Lead creation can create and run Google AdWords campaigns to direct traffic to your website and find you new, good leads.

• Get free advertising with a focused PR campaign—gets the Media to market

your business. PR is a much mystified but incredibly formulaic and effective way to increase the offline and online visibility of your business. Once you know the formula, you can begin using the massive media machine to market your products and services to millions of people. And as this form of marketing appears in newspapers and news blogs on television, it appears as a recommendation from an outside source rather than as an advertisement your company has dreamt up—therefore it is far more believable and effective in getting you sales. Lead creation’s PR specialists can help your small business.


Once people begin to hear your name or read about your services online, you need something more in order to really grab them. Your marketing needs to convert ‘just browsers’ into buyers. After all, the purpose of marketing is to get sales.

Convert Browsers to Buyers How to use the power of persuasion to get more clients

You can convert potential clients into clients with:

• A fantastic elevator pitch – a verbal summary of what you do which engages and interests the person you’re speaking to. It must be specific, descriptive and convey your expertise in your field. It will spark conversations with others, allowing them to get a detailed idea of who you are and what you do, and will encourage others to remember, recommend and buy from you with confidence.

• Engaging and compelling copy – all the content you write for your marketing

needs to tap into people’s emotions and directly encourage them to act. Persuasion copywriting is the difference between good marketing that achieves its aim (gaining sales) and untargeted, ineffective marketing that is only a waste of time and money. Persuasion copywriting makes Jane or John Smith put down their morning coffee and continue reading after they’ve skimmed that first paragraph. It’s also what makes them interested enough to want to hire you, rather than your competitor.

• The Credibility Ladder – how information is

presented affects how credible and believable it is. Some forms of information presentation are simply more believable and effective in terms of marketing. It is explained as follows.

1. The most powerful is you (or your

testimonial provider) 2. The second most powerful is video 3. Then followed by audio 4. The written word is the least believable


Obviously you can’t be a salesman for your business 100% of the time. Sometimes you have to sleep. This means that if you aren’t incorporating videos to market your business into your overall marketing strategy, you are losing a huge opportunity to gain sales. Video is more convincing than text simply because people feel they can better judge whether or not to trust others by seeing a real person, seeing their body language and hearing the tone of their voice. In this age of cheaper and more advanced digital cameras, and free video upload software, it is easier than ever to film your own videos, upload them to YouTube and display them on your website. This will allow you to promote and sell your products and services whenever a prospective client wants to look, 24 hours a day, 7 days a week. Even while you sleep.

Your Benefits – How We Get You More Clients lead creation does all the hard work of marketing for you Clients who engage lead creation will:

Discover how to use LinkedIn and Twitter to make sales

Increase web traffic and online visibility

Have a website that is on Google’s first page

Know the words people use to search online—they’ll find you and not your competitor first. These words are your keywords

Cheaply advertise their company on the Google search results page – where thousands of people a day will see it

Have a ‘Keep in Touch’ system to develop a relationship with prospective clients. Your ‘Keep in Touch’ system will automatically send prewritten emails (saving you the time) so that you stay in the prospect’s mind. When they are ready to commit, they’ll think of you first

Get free advertising with a focused PR campaign—the Media will market your business for you


Small Business Marketing Debunked

Let’s start this marketing journey by cutting to the chase. By being really blunt:

This famous quote from John Wanamaker sums up the advertising and marketing

dilemma of big business:

“Half the money I spend on advertising is wasted; the trouble

is I don't know which half.”

Well, you’ll soon discover that in advertising small businesses, the wastage is typically

80%, and we do know where most of it is wasted.

Where is the 80% wasted by small business?

Well, my mate Bob1 runs a small business in Melbourne and what he went through

perfectly illustrates the incredible wastage that can occur when a small business starts a

marketing journey.

Bob provides financial advice to very wealthy families, his office is in the rich inner

Melbourne suburb of Toorak. His team of five professionals provide a great service, and

it’s a very profitable business. 1 Name changed to protect the guilty! And for you non‐Oz’s, mate just means a friend. We’re not married!


One morning in February 2008 Bob arrived in the office and surprised his staff by saying

he was a bit tired of being the main salesperson. That since he was bored with

constantly going out and doing presentations and running seminars, he thought he’d

invest in some marketing to get some new clients instead.

Turns out a few sales people had been to see him—hard selling people whose message

had fallen on receptive ears.

The first was a consultant selling ‘Position and Brand your Business’. And $8,000 later,

Bob had a new logo and a new letterhead. Plus he had a ‘strategy’ to raise the profile of

his new brand. It didn’t worry Bob that most of this bloke’s clients were large

companies, for whom this sort of money was ‘pocket change’. It didn’t occur to him that

it might be a problem.

The branding consultant then introduced the alarmingly attractive Brenda who sells

advertising in an industry magazine, plus ‘special’ sponsorship rights to their

conferences. Bob is like most men, and so $15,000 seemed like a great investment.

Then a species that hopefully small business will not encounter for too much longer

turned up on the doorstep: a web designer. Young and stylish, he and his partner built

great looking websites. $3000, plus $100 a month to host. Great deal, thought Bob.

The last salesman to knock on Bob’s door seemed to offer the last piece of the puzzle:

Qualified leads, delivered on a plate, using Google AdWords. “These prospects will see

my new logo and new positioning statement, so it was a no—brainer” said Bob. Just

$12,000 and leads will flow for 12 whole months. “One client will pay for it all!” said the

salesman.

So, Bob had now spent $38,000, a large chunk of his net profit for the year. Plus ongoing

monthly charges, some of which he was yet to become aware of (courtesy of the spiky

haired web designers).

And he sat back and waited for the clients. And waited. He rang the salespeople and told

them not much was happening. They told him he had ‘raised his profile’ and to be


patient, that the clients would come. But Bob had now turned off the money flow and

the advertisements weren’t appearing anymore—and if his ‘profile’ had ever been

raised, it was now sinking fast. In fact his ‘profile’ was following his money down the

plughole.

Bob would probably still be hoping that some new clients would shortly appear if we

hadn’t had a chat the last time I was down in Melbourne. He was tearing the last of his

hair out as he realised he’d been conned. He’s now back on the road doing what he has

done for twenty‐three years, selling, while he slowly and cautiously considers buying

lead creation’s marketing system. I appreciate he is a bit jaundiced about marketers and

that it may take some time!

I’m unhappy as well, because he hadn’t read this and call us first—we build an entire

marketing system for less than half of what he wasted. But at least one person was a

winner: The young and incredibly attractive Brenda got a nice bonus!

Once you’ve read this you’ll know there were some really important pieces missing

from Bob’s marketing strategy. Pieces that meant he had zero chance of getting a flow

of leads – in Australia, we say he had Buckley’s chance. Here are some of the main ones:

• ‘search engine optimization’ was MISSING: this is what enables people to

actually find your website

• Persuasion Copywriting was MISSING: the words that people read or hear on

your website must make them want to get to know you and to download your

material

• Autoresponder was MISSING: this is the technology that automatically sends

potential clients your great information.

• User control was MISSING: the autoresponder and website will need to be

updated regularly—so you need to do it yourself, and not pay $500 every time to

the spiky haired web designers!

‘Image’ or ‘profile raising’ advertising in magazines, newspapers and radio is just a

waste for a small business like Bob’s. Charging that amount of money on Google

AdWords for a micro business is just obscene. No other word for it. Less than $2,000 will


generate customers for 95% of small businesses if you follow the lead creation

strategies.

Advertising Small Business

Most small business owners wanting more clients take this phrase literally. And they go

out and buy advertisements in the mass media—newspapers, magazines and radio.

Which costs a fortune and has dubious benefits. Advertising small businesses means

something very different to lead creation, as you’ll discover. It means promoting your

small business, and they are poles apart.

It means using one of a number of different techniques to get your message out to the

people you want to read it. It means internet marketing; social networking; videos on

YouTube; building a big profile on LinkedIn. And yes, god forbid, advertising your small

business may find you on Twitter (where no‐one wants to know what you had for

lunch!).

Small Business Marketing that Actually WORKS.

If you are going to part with your hard earned money, any marketing you do must

have ALL of the following components:

1. It needs to be diverse, you don’t want to put all your eggs in one basket. Bob

bought four extremely large (and overpriced) baskets, but he really needed nine

smaller and more affordable ones.

2. All the components need to work together. Bob had Google AdWords, but no‐

one told him about Landing Pages—critical for small business marketing. Or

Autoresponders. He had a website, but Spiky Hair didn’t tell him about small

business search engine optimization. Spiky’s not too sure about optimization

anyway2, let alone why it’s different to what big companies do. But hey, he loves

building cool websites.)

2 I once pointed out to a spiky that the truly beautiful $11,000 site he had just proudly shown me was now 6 months old but didn’t appear in the first 500 Google results for their main keyword. The site was invisible online. His


3. It needs to be measurable. Your results need to be quantifiable so you can see

what’s working and what’s a dog. What’s getting you good leads and sales and

what isn’t. So you then spend more on what works and maybe shoot the dog.

4. It needs to be testable before you spend big money (pretty hard to do with ads

in Magazines!). For example: if you need five Google AdWords campaigns, build

one on low traffic words and make sure everything works. Then test and tweak it

on high traffic words. When it works, build the other 4 campaigns.

5. It needs to be ‘off the shelf’ where possible. So it’s robust, scaleable and

connectable. And someone else is worrying about making the technology work

better as internet marketing changes at warp speed. Web sites and the

technology to stay in touch with your clients are now virtually free. Something

Spiky Hair is going to painfully have to live with. Maybe he’ll move into search

engine optimization, just as that stops being flavour of the year!

Marketing that has these five components is called Direct Response Marketing. Before

we look at this type of small business marketing in more detail, let’s clear some

misconceptions up…

Small Business Common Marketing Misconceptions

Misconception #1

“Sales is marketing”. No. It’s sales. And sales always involves people trying to talk

to/talking to potential customers. Marketing, on the other hand, brings people into your

‘funnel’ so you can later sell to them after you are positioned as the expert. (More on

this later.)

Misconception #2

response: “SEARCH ENGINE OPTIMIZATION is a waste of money; it only works for a short time”. Amazingly narrow sighted and WRONG!


That “the kind of marketing done by large companies is the same as what small

businesses need to do”. This is simply rubbish but believing it is destructive of your hard

earned money. Almost equivalent to buying a yacht—just a hole that you pour money

into which quickly vanishes!

For a large company, their advertising and marketing essentially focuses on building a

brand, building their image in the marketplace. They do this because:

The marketing department in big companies has a real battle on its hands if it wants to

create marketing that is effective. Now, if it’s hard for them, it’s impossible for you.

Brand marketing is very expensive which just makes it ridiculous for small businesses

who don’t have big budgets to blow on hit and miss campaigns. Or the money to spend

on something as vague as ‘raising their profile’.

Which brings us back to Direct Response Marketing. If you follow the strategies we

show you, you’ll see it is very effective, low‐cost and simple to implement. Most

importantly, a small business can quickly see what works and what doesn’t – and then

do more of what works.

Direct marketing was pioneered in the world of hard selling consumer junk marketing—

weight loss, muscle building, Readers Digest, etc. So many small business owners who

are professionals or sell BtoB are rightly sceptical. They believe it could make them look

‘unprofessional’ in the eyes of their industry colleagues.


Well they’d be right if they started selling their Accounting services alongside the

cellulite ads on late night television. Or put their Risk Management services in the local

newspaper alongside “Once only, never to be repeated offers” with giant headlines and

semi‐naked models.

The truth is that there are some very good principles that underlie these hard selling

and crass advertisements. At lead creation we have spent nearly five years working with

mentors and studying the techniques and how to adapt them to the world of small

services businesses. And in particular, professional services marketing—which needs to

be a long way away from the “you too can lose a hundred pounds in two weeks” ads!

What are some of the principles that can be adapted? We’ve already discussed a major

one: the need to test before you waste your money. Brilliant.

However the main one is the need to start building a relationship slowly. Give

something away that your audience values that doesn’t cost you too much. Something

that establishes your credibility. That does the ‘Heavy Lifting’ for your business before

you get on the phone. So you can stay as the kindly Dr Jekyll and not switch to the hard

selling Mr. Hyde, which rather ruins your positioning as the ‘expert adviser’ (and isn’t

that where we all need to be?).

As we’ve seen, Direct Response is ideal for a small business with a limited budget and

lots of competitors. And using its proven techniques to acquire new Gold Clients must

be the number one priority of small business marketing. It’s only the opinions these

clients have about your marketing that counts, not your competitors or the customers

you don’t want.


Cost‐effective marketing that gets these Gold Clients through your door is paramount.

Once you provide them with a professional service, ‘word of mouth’ quickly becomes an

important part of your marketing strategy. Gold Clients and their referrals will ensure

the stability, profitability and growth of your small business into the future.

Direct Marketing Power: What it can do for you

Now you’ve got lots and lots of competitors like all small businesses. So how do you

stand out? Well fundamentally, all those competitors are doing the same things—they

are selling to their potential clients, and trying to do media advertising and fill seminar

rooms. If you continue to do what they do, you can expect the same poor results they

get. Your marketing strategy needs to make you stand out from the bunch and position

you as the expert.

Direct Response Marketing is an extremely effective, low‐cost and simple marketing

strategy to implement in order to reach your Gold Clients and increase your profit

margins. Direct Marketing contacts potential clients through mail, email, faxes,

telemarketing, social networking and so on with the express purpose of prompting them

to respond. For this reason, it is an incredibly effective and powerful way to market

when it is done correctly and professionally. Each of these areas is a separate topic that

we will cover in detail within our marketing, and in our book Small Business Internet

Marketing, by Toby Marshall and available on Amazon.com.

How to Protect Your Small Business –

The Importance of Marketing

If asked what business you are in, your initial answer might be, ‘Financial Planning’ or

‘Business Coaching’. There are two other correct answers to this question, however,

that are not often obvious to people working in professional services like Financial

Advisory, coaching, the law, etc.

Did you know that:

Firstly, you are in The Marketing Business


While your initial answer is right – you generate your income by providing financial

advice – this is a relatively lowly paid and relatively replaceable activity. Your real money

instead comes from having a system that generates new clients for your small business.

This business is a marketing business – whether it’s business to business marketing or

business to consumer marketing. Without a marketing system, you are limiting yourself

in the recruitment of new clients and inhibiting the growth of your small business.

The far more challenging part of any small business is not providing your service but the

marketing of that service. Once you make that your personal focus, then you are in the

marketing business, and you can give yourself the best possible chance of ensuring your

future and improving your profitability.

Secondly, you are in The Self‐Aggrandisement Business

Now, this was a hard notion for a professional like me to accept, who was an

accountant, then a marketing manager in investment banking and then a marketer in

executive recruitment. To me my profession was accounting or marketing. So when I

first heard the concept that all professionals are in the self‐aggrandisement business, I

thought: What a load of rubbish.

But clearly I thought about it some more.

Success is not always (some even say usually) about talent or intelligence. There are

many very talented and very smart professionals who earn a lot less than a net of

$250,000 per annum from their small business.

This is where Self‐Aggrandisement comes in. If your clients believe you are the only

person that can solve their problems they won’t go to anyone else, and you can charge

premium fees for your premium advice to that niche.

However, getting them to believe you are the ‘only one’ is a big ask unless you specialize

in solving the problems of people like them. And you do it every day. So you really

understand them. Of course, to make this level of specialization profitable, they must be

a group worthy of such focused attention.


This leads you to the two key questions underlying good marketing:

1) Who are your gold clients?

2) How do you make them aware of your expertise and understanding of

their specialist needs?

Who Are Your Gold Clients?

Gold Clients are simply the type of clients you need to run a highly profitable small

business. They are identified by four factors – they are Reachable, Advisable, Profitable,

and Satisfying.

• Reachable: People belonging to a niche have one thing in common: they hang out or

congregate in similar places both online and offline. They are in the same

associations, attend the same sort of clubs. They read similar magazines and

often the same supplements in the same newspapers. They’ll have similar

hobbies and visit the same sorts of websites.

Now, you’re in small business so you can’t afford full page ads in major

magazines or to sponsor major public events – which is your only marketing

choice if your clients are diverse. If you narrow your focus, however, to target a

single niche then you can direct your advertising and promotions to where this

specific group congregates, to what they read, to what websites they go to and

so on.

3

3 OK, they’re my words! But I believe they get to the heart of small business marketing.


• Advisable: Gold Clients listen to you as they have been positioned right from the beginning

to see you as the expert. They came to you as the authority after reading your

White Paper or newsletter, or hearing how you helped others like them (more

on these topics later) and you didn’t have to go into your hard‐sell ‘Mr. Hyde’

mode.

In this situation you begin the relationship with the upper hand and can then

provide the service you know your clients need to achieve their goals. In short,

clients will be far more likely to follow your advice or use your product or service

in the way they will benefit the most.

• Profitable: Gold Clients in a narrow niche have similar needs and require similar services.

When you focus on that niche it’s easier to sell to them because they know you

are the expert, so it reduces your selling effort. It also lowers your costs

significantly as you keep providing similar services over and over again. In this

way small businesses can start to leverage their time by delegating the work to

others because the systems and the processes are set up just to handle this

niche. Also you can often negotiate volume discounts and other benefits from

your suppliers.

And finally, when you focus on a narrow niche, you are adding more value so you

can charge premium pricing!

• Satisfying: Gold Clients (as we have defined them) get good results from your small

business because they act promptly on your advice and implement the solutions

that you know will work. It is satisfying to watch your clients achieve their goals

and dreams.

Identifying your Gold Clients is the first step to creating incredibly powerful and

effective small business marketing.


How the lead creation Marketing System Works

Below is a description of the system we apply for our own clients looking to improve

their small business marketing. Step‐by‐step:

1. We find the ‘keywords’ people type into Google to find services like yours. We

use these keywords throughout your metadata, website content and pages

linked to your site so that when people search these terms in Google, your

website is listed towards the top. This will help you generate leads online.

2. Once people click onto your website they get invited to download a free White

Paper that a lead creation copywriter has written (on a topic decided upon in

consultation with the client) which appeals to the type of customer the client

wants. It is usually about 20 pages of A4—and yes, we know hardly anyone will

read something that long, but that’s not the point. The purpose is to position you

as the expert in your field.

3. In order to download the White Paper the person has to provide some of their

details such as name, email, job title, company they work for, phone number,

post code (it will vary depending on what information is required in order to

segment the database, and how much we think they will be happy to provide).

4. Once they fill in their details an email is automatically sent to them which

contains the White Paper and a message from you.

5. The White Paper contains valuable information on a topic they are interested in

and positions your company as the expert in this field – it shows that you are

knowledgeable and that your advice should be highly valued.

6. The White Paper contains valuable information, but its main purpose is to subtly

sell your product or service. Every White Paper ideally contains a ‘call to action’

(we want people to do something specific as a result of reading it) and the White

Paper will give instructions on how they can respond to you – e.g. they might call

your office or schedule an appointment.


7. Once someone has registered their details in order to download the White

Paper, they also receive a sequence of two or three emails delivered over a

period of time such as, one a week or one every two weeks.

8. Each of the subsequent emails is sent out with an autoresponder system (which

we set up for you and show you how to run) to the prospect and contains

valuable information on topics they are interested in. This is to help build a

relationship of trust between your company and the potential client. All emails

contain the option to unsubscribe and will not be sent too often or with

irrelevant content. We do not send spam as small business marketing that

annoys people is simply ridiculous. Each email will contain a call to action – e.g.

to call your office or an offer to attend a seminar you are running or a

complimentary consult.

9. The purpose of this ongoing process is that people don’t buy a $5,000 or $10,000

service from someone they don’t know just because they read a brochure or

looked at a website – a relationship based on knowledge and trust is needed

first. If you send only valuable information in White Papers and emails (without

irritating them) then you will be able to develop this relationship. You’ll remain

in their minds while positioning yourself as the expert in the field – so that once

they are ready to commit to using services like yours, they’ll think of you first.

10. Alongside this process, we also work on developing your LinkedIn profile to reflect your keywords. We also help you to find, join and/or establish LinkedIn

groups which will allow you to connect to valuable individuals and grow your

business network. We also show you how to use blog and Twitter accounts

(which we can set up for you, if you don’t have them already) to increase traffic

to your website and get you on the first page of Google.

11. If you don’t already have a website, we can build one for you. If you do have a website we can improve it to get it to the top of Google search results.

To learn more about any of this, visit the lead creation website.


Glossary (or the Big List of what we do for you) Keywords: The words that the kind of customer you wants types into Google when they are looking for a product or service like yours. Our AdWords and Search Engine Optimisation specialists will find these, and our copywriters will embed these in your copy and metadata to improve your ranking in Google search results. Search Engine Optimization: The process by which we make your website ‘findable’ online, and get it to the top of the Google search results page. Searchers typically only look at the first four results before choosing a site to click on, and so the higher up your site is, the more traffic will visit your site. Our Search Engine Optimisation specialists will do this for you. Copywriting: Copy is all the written marketing messages related to your business, such as your website, emails, newsletters, reports, landing pages, white papers. It needs to subtly position your business as the expert in your field. It also needs to encourage people to take action; therefore it must be emotive and persuasive. Lead creation is one of the only small business marketing companies that includes copywriting as part of our services to you. This will save you much time and effort. Positioning Statements: also called an ‘elevator pitch’. These are spoken statements that position your business in the best way possible, so that you can effectively sell your business in any social situation. It describes who you are and what you do in a memorable way that engages people to find out more. We can help you develop positioning statements to promote your business in any situation. Autoresponder: also called a ‘stay‐in‐touch’ system. This is a program that will automatically sends out pre‐written emails to people who subscribe to your list. Lead creation builds your subscriber list by offering people a free White Paper which they can download if they register their details. We will set up your autoresponder, write emails for it, load them and test that it works. We will also show you how to run this yourself, so that ultimately we can pass on the sole management of your marketing onto you. White Paper: a White Paper is a report which gives valuable information on a topic that is of use to your potential customers. It positions you as the expert in your field and encourages readers to contact you. Once we work out who your most valuable type of client is, our copywriters in consultation with you will work out a topic that appeals to them, and write you a (max) 20 page White Paper. Website: Typically the first glimpse a potential client will have of your business. As such, it needs to contain strong copy that positions your business in the best light and


engages potential clients. We can build a new website, including creating a logo for you, or improve on your existing website. Google AdWords: A way to advertise your business on the Google search results page, when they type in terms related to your ad. We can set up an account for Google AdWords, create and test your ads, and later show you how to run it so you can manage it on your own. Public Relations: using the media to market your business for free. We show you how to use news releases to get stories about your business into the public domain. Referrals: Word of mouth recommendations (when you can get them) are a tried and trusted way of getting more business. We show you how to get more referrals for your business. Testimonials: Testimonials are one of the most persuasive elements of marketing. They show potential clients that you provide a trusted, reliable and valuable service. It helps to develop a relationship of trust. We show you how to get great testimonials, can film your clients giving testimonials, and can show you where to most effectively use testimonials in your marketing in order to improve your lead generation.


Our Services – the lead creation Marketing System The services of lead creation are priced to accommodate the needs of small businesses that would like to increase their current clientele. We offer:

marketing strategy website building or improvement graphic design search engine optimization online marketing Google AdWords campaigns Copywriting social networking strategies to grow your network and increase your online presence

focused PR campaigns guides to getting more testimonials and referrals and more

We can do it all, or just the pieces that you need. We have different pricing options to suit your individual needs. We can:

work on a project by project basis, where you select only the services that you want,

OR

negotiate a contract for the length of time and services you require

Pricing Structure To engage lead creation, the project setup fee is $2400. For this flat rate we begin strategy meetings with you, keyword research and industry research. After this, you select whatever marketing modules you require. For a limited time only, we are offering to implement the entire lead creation marketing system for small businesses for $9700. Please note that prices may vary depending upon the size of your company, the scale of your marketing, the competitiveness of the marketing within your industry and area, and a range of other factors. Due to this, price ranges have


been given for a number of individual items within each module. These prices are also subject to change, so please contact us if you would like to receive a quote.

Module

Price

Project Setup ‐ Required

Consulting, strategy meetings, keyword research, industry research

2400

IT Work ‐ Optional a) website (w/ CMS, AR & bulk email) b) blog

a) 1300 ‐ 1900 b) 500

Select both & get 30% off

Social Networking ‐ Optional a) LinkedIn b) Twitter

a) 1400 b) 900

Select both & get 30% off

Copywriting ‐ Optional a) White Paper b) Website Copy (6‐12 pages) c) Blog Posts d) Newsletters e) Marketing Emails & Faxes

a) 900 ‐ 1200 b) 700 ‐ 1100 c) 400 d) 400 e) 400

Select 3 or more, 20% off

Other Marketing ‐ Optional a) AdWords b) Videos (2 testimonials & 1 interview) c) PR mini campaign d) Database creation e) Positioning Statements (Elevator Pitch)

a) 1100 ‐ 1400 b) 800 c) 900 ‐ 1500 d) 800 ‐ 1400 e) 600 ‐ 900

Select 3 or more, 20% off

If you are interested in our services, have any questions you would like to ask, or would like more information or a quote, you can e‐mail us at [email protected] or call us on (02) 9281 5938.


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About the Authors – lead creation

lead creation was founded in 2009 with the goal of delivering cost‐effective, complete

new media marketing packages for small business. This dynamic young team of

copywriters, social networkers, designers, search engine optimization, AdWords and

website specialists is led by Toby Marshall, who has over forty‐two years of sales and

marketing experience.

Contact Us

Please feel free to contact us if you have any questions, would like to get more

information or a quote, or would like to schedule an appointment.