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Custom Lead Generation - Facts:

Von can use the three elements of direct marketing as an outline for develng your front-end strategies. You first select a target market, sometimes ntified by a list you are able to obtain, other times by analyzing your exist-customers. Then you formulate an offer that will appeal to your market ment. (In mail order the offer often comes first.

 

Awards, licenses, degrees, certifications, affiliations, and other demonstrations of your reputation, expertise, and stability In the example, instead of listing this information in the letter, I offer it in a free information kit the reader is encouraged to send for—but I do let the reader know these credentials exist and are available on request.

 

The word marketing identifies the reader as someone with an interest in improving marketing results, while the word professional is flattering. Could my sales letter be made stronger with a benefit-oriented head-line or boxed copy stressing a sales point or free offer? Probably. But this letter generates a io percent or higher response when mailed as is, so I haven't put in the effort to make it stronger.

 

Back-end marketing is more efficient than prospecting. Response rates are usually much higher. You will obtain more orders at a lower cost than just about any front-end idea you may come up with. Back-end selling (to house lists) costs less than using outside lists or buying print ad space in publications to sell to first-time buyers.
Front-end strategies for small business people vary depending on the field of business.

 

Mail-order marketers often do front-end and back-end marketing at the same time via different media. While a catalog firm is serving existing customers through direct mail, for example, it might be using direct response magazine ads or direct response radio to expand its house list of customers. When people respond to the magazine or radio ads, they start receiving direct mail.

 

In retailing, for example, your front end could develop in the normal course of business. Collect names, addresses, and other information on customers, then focus on the back end to increase your responses above what they are when you use conventional advertising to appeal to the general public. Some retailers practice a form of direct marketing strategy through inexpensive traffic-building offers. There is usually no true back end to these offers, however.

 

Other linkt to Leads that are made just for your company are listed throughout this site.

More about Custom Lead Generation.   See also: Business Leads and Web Site Marketing.

 

Response Makers - Custom Lead Generation