The Lead Generation Handbook

Citation

Griffin, M.D. (2000), "The Lead Generation Handbook", Journal of Consumer Marketing, Vol. 17 No. 1, pp. 73-87. https://doi.org/10.1108/jcm.2000.17.1.73.6

The Lead Generation Handbook gives marketing practitioners hundreds (maybe thousands) of helpful hints on generating productive sales leads and on marketing in general. The word “handbook” is aptly used here. People who buy this book will probably keep it handy (no pun intended) and refer to it frequently. The book is easy to read and normally allows the reader to move at a fast pace, though some of the examples are a bit long (a few exceed a page).

While much of the information is not new, Bly has made a contribution by putting so many good ideas in one place and by writing this book in a practical, down‐to‐earth style. The book is well organized and flows smoothly; however, I found it odd that the chapter overviews found in Chapters 1 and 2 were missing from almost all of the other chapters.

The Lead Generation Handbook is supported by documented sources of evidence; however, occasionally Bly omits explanatory information that some readers would find useful and interesting. That exclusion is more than offset, however, by the fact that he gives so many specific sources of information (e.g. directory names) to help readers implement his suggestions. In fact, besides the tips and checklists, my favorite part of the book is the appendices where the author provides a bibliography, mini‐directory of lead‐tracking software, sample forms, list of organizations and conferences, recommended vendors for specialized products (e.g. custom calendars), sample documents (e.g. capabilities brochure), pre‐copywriting checklist, and postal rates and regulations.

Robert W. Bly is an independent copywriter and consultant specializing in business‐to‐business, high‐tech, and direct‐response marketing. He has won several of the most prestigious awards offered by the advertising industry and has 40 published books to his credit.

In Chapter 1, “Lead generation: an overview”, Bly defines leads and explains their value; he then “jumps into how you can generate a steady flow of qualified leads in sufficient quantities to met or exceed your sales revenue objectives.” Subtopics include: What is a sales lead?; The purpose of leads; Who values sales leads?; The lead generation mind‐set; The lead generation components; and Integration of lead generation into your sales and marketing program.

In Chapter 2, “Planning a lead generation campaign”, Bly’s purpose is “to discuss some of the marketing aspects of an informal business plan, especially as they relate to lead generation”. Major headings are: Marketing; Lead generation specifics; and Important questions to ask when planning a lead‐generating program.

Chapter 3, “Offers that increase response rate”, defines the essence of what an offer is and discusses how “the strategic planning, selection, and testing of offers can make or break a campaign”. In the beginning of the chapter, “The offer,” Bly elaborates on four types of offers: soft, hard, negative, and deferred. In the second part of the chapter, he describes ways to enhance the soft offer. Bly concludes Chapter 3 by giving tips on “Using the hard offer”.

Chapter 4, “Direct mail”, is devoted to ideas on how to improve direct mail to “produce quality leads with a genuine interest in your product or service – or at least in the problem your product or service solves.” The author elaborates on these areas: Format; Mailing lists; Copy length, content and style; Design and layout; Motivating sequence; Reply card; Outer envelope; Teaser, Brochure; Postage; A test mailing; Results; and A solo mailing or mailing series?

In Chapter 5, “Telemarketing”, while Bly acknowledges that “telemarketing has a bad rap”, he promotes its use, when appropriate, because “in today’s busy world, a telephone call is often the only way to break through the clutter and grab the attention of the businessperson or consumer”. He discusses: Response rates; Winning telemarketing scripts; Delivery of script; Telemarketing plus other methods; and Telephone skills.

Bly devotes Chapter 6, “Print advertising”, to: Newspapers; Magazines: the medium for on‐target advertising; The Yellow Pages and other directories; Other types of advertising; and 31 simple ways to generate more advertisement inquiries. Special attention is paid to creating effective advertisements.

Because “the media, especially small newspapers, local radio stations, and specialty trade magazines, cannot always find enough information on their own”, Bly devotes Chapter 7 to “Free publicity and public relations”. His detailed analysis includes: Press releases; Five basic types of press releases; Publication of press releases; Distribution of press releases; Publicity lists; PR photos; Follow‐up; Press kits; News deserving press releases; and Reasons for press releases.

Chapter 8, “Seminars, speeches, and special events”, is included for the following reasons: “seminars, once thought of as strictly a means of training, educating, or informing an audience, have become effective marketing tools for both business and consumer marketers”; “When you speak, you are the expert. If your talk is good, you immediately establish your credibility with the audience so that members want you and your company to work with them and solve their problems”; and special events “help market your company, product, or service to the public” and “are promotable and can get you a lot of press coverage”.

In Chapter 9, “Trade shows”, Bly recommends cost‐effective alternatives to major national trade shows for smaller firms and attempts to answer two questions: Where do you find out about these shows?; and How do you pick the ones that are right for you? His major subtopics include: Selection of a trade show; Reasons for trade show displays; Successful trade show selling; Some definitions (e.g. trade show, exhibition); Selection of trade show displays; Checklist for exhibit managers; and Direct‐mail promotion of the trade show.

Bly discusses the use of other traditional media for lead generation in Chapter 10, “Other lead‐generating tools: postcard decks, radio, TV”. He addresses postcard design; six elements of successful postcards; tips for writing radio commercials; and producing the TV commercial.

Chapter 11, “Lead generation on the Internet”, is devoted to the newest medium. Bly offers insight on these subjects: Tips for building an effective Website; Lead generation and tracking on the Web; and Internet direct mail. The opening of the chapter defines relevant terms and gives demographics of Internet users.

Bly concludes The Lead Generation Handbook with a chapter on “Monitoring and measuring lead results”. Major subtopics are: What kind of results to expect; How to monitor promotions; How to do follow‐up; How to test a promotion; and How to build a prospect list.

Target market

The Lead Generation Handbook was written primarily for “businesspeople who need to market or promote their products or services and are looking for effective, cost‐efficient ways to do it”. Secondary markets include “marketing consultants, PR firms, sales promotion agencies, advertising agencies, in‐house marketing personnel, and others who provide marketing and promotional support services”. In addition, marketing students and teachers will find the book invaluable, especially for hands‐on learning experiences.