Effective lead generation is just “Salesmanship in Print”. Its primary goal should be to automate nothing less than the top two thirds of the sales funnel. Full Stop. Salespeople are expensive. They should be spending their time interacting with prospects that are already pre-qualified, and pre disposed to doing business with you.

How much more profitable would your company be, if your salespeople were up to 5 times more productive?

“Content” Websites

Maybe you’ve head the expression “content is king”, when it comes to web sites. Allow me to debunk this popular myth for you once & for all.

Do you want to win awards with your web site, or generate leads with your web site? Do you want to make your web site a really cool place for your prospects to hang out & push buttons, or do you want them to respond to your sales message in a meaningful way that advances the sales cycle?

Forget about cluttered web pages that offer too many choices. If you want to rock your prospects world, give them one clear & compelling message at a time; one that they can focus on without distraction. Ask them to do one or two things per visit. Simple..

In my humble opinion, the best way to format the page is in the form of a letter that addresses the title of the person you’re most likely to be selling to. And it should have a bold heading that clearly trumpets the benefits of reading it.

If you must have a content page, fine, but don’t drive traffic to it. When generating traffic, advertise a benefit, not your company, and direct traffic to a page that deals with just that. If someone wants to come back and visit you later, they can then visit your content rich home page, and browse for what they want.

Giving Away Intellectual Capital.