I teach the Duct Tape Marketing definition of marketing, "getting someone with a specific need to know, like and trust you". Lead generation is the process of getting those people tell you they do indeed have that need.



When it comes to lead generation, there is no one hit wonder. The idea is to develop 10-20 lead generation strategies all based around a core marketing message and offer.

Think of it as one of those "dot matrix" drawings, where the artist only uses dots of his pen to create a very detailed painting. Just one dot doesn't do much, but as he/she strategically places dots all over the canvas all of a sudden a very clear picture emerges.

The three main mediums for generating leads are: Public Relations, Advertising and Referral Marketing.

The Public Relations definition that we use in our duct tape marketing practice is: getting positive mention of you or your company in newspapers, magazines, news shows, newsletters, websites and journals read by some portion of your target market.

Most small business owners are using a 'copy cat marketing' strategy or an 'ostrich marketing' strategy. When someone uses these types of advertising strategies they tend to get lousy results. Advertising, when done right is seldom matched in its ability to generate new business rapidly.

The duct tape marketing definition of Referral Marketing is: a specific set of strategies and tools designed to bring the small business owner new clients, qualified leads and repeat business without the aid of, or in addition to, other advertising methods.

In my next upcoming article we will explore each of these lead generation strategies in detail and show you some practical ways you can incorporate them into your marketing plan.