The Zen of Lead
Generation, Part II
By Bob Martel, JMB Marketing Group
Go grab your most recent lead generation
campaigns—and review them before reading this
You’ve heard it before, yet I wonder if you’ve given
it much thought. Your company is a collection of
thoughts in the minds of your customers,
stakeholders and stockholders. Whatever they believe
about the perceived value of your company is true,
in their minds – and that’s what matters. Every
experience further builds upon or destroys the
picture in their head about the value of doing
business with your company. Whether you are a
corporate marketing staffer, a small business owner,
or a marketing freelancer, it’s worth taking the
time to discover the truth about your customers.
Call it your path to marketing enlightenment, and
once you discover the truth your lead generating
direct marketing results will soar.
Whoever is responsible for lead generation at your
company, regardless of the marketing methods, must
be keenly tuned in to the wants, desires, needs and
dreams of your customer. Sounds obvious but guessing
at these can prove very costly. I am not suggesting
that your marketing team hold hands and stare at the
wall or meditate during your next meeting, although
it’s not a bad idea to consider individually. I am
suggesting that the lead generating team actually
speak with some actual live, air-breathing customers
before writing one word of copy. The value of this
should be obvious.
We all like to do business with people we know, like
and trust and earning that trust and confidence in
your company should be the primary mission. The
process and pursuit of trust will build rapport,
which will be evident in the quality of your lead
generation efforts. Take a deep breath and close
your eyes for a moment (after reading the next
sentence!). Think outside of your comfort zone and
begin to see your customer and prospect as a human
being much like yourself, complete with a conscience
and subconscious mind, a personal life, perhaps a
young family, and with a wallet filled with
expendable cash for which you are seeking to
acquire. Whether in business to business or business
to consumer marketing, remember that you are still
marketing to people and you have to tug at the right
Do you agree that you probably do your best thinking
away from your desk? Where is that special place for
you? Walking? Driving? Sitting at the beach? Invest
in a digital recorder to capture your thoughts about
your business and especially about your customers.
Consider some of these points as you meditate about
• Breathe with your customers: Get in synch
with them. Take a deep breath or two and
meditate about your customer before writing any
direct response copy. Focus on breathing to
increase your awareness of the present moment –
and the customers you serve today.
• Put your customers and prospects in a trance:
Make their buying and customer support
experience so delightful they wouldn’t dare go
elsewhere! It’s called top of mind awareness
and, yes, you can put them in a trance.
• Become your own prospect: Would you respond to
your own lead generation efforts? Is your
marketing message really resonating with you as
• Be aware of and recognize your present reality
– and know that what you attend to is what you
get in business: Are you desperate to generate
business or do you need more high quality leads
to take your business to the next level? Where
is your focus, or lack thereof?
• Know the benefits of the benefits: Why do your
best customers really keep coming back? Don’t
guess. Hit the road and find out! What does
“owning the benefits” of your product or
services then allow for your customer? Ask them!
• Listen to the pulse of your marketing
universe: Are you listening to what your
customers and best prospects actually want you
to sell them? Or do you think you know their
needs better than they do? This thinking put a
$12B computer company out of business in the
early 1990’s. Are you next?
• Don’t just do something. Sit there: While your
boss may not believe that the act of doing
nothing is worthy of a paycheck, there is
something to be said for meditation and planning
before rushing to action. American companies
invest little time in the planning process
compared to Asian business cultures, which plan
extensively. (We’re still not sure about the
Europeans. Kidding!) Grab the book, Don’t Just
Do Something. Sit There, by Sylvia Boorstein,
and take yourself on a mindfulness retreat. Your
lead generation will improve as a result.
We are all here, on the same basic journey, yet
each with different blessings and challenges. We all
want the same basic things in life; security,
family, prosperity, happiness and love. The benefits
of your products and services should make a
difference in the lives of your customers in some
unique way – or you should go sell something else.
You and your customers will be much happier.
Now, grasshopper, being more mindful about your
customers you are ready to write that lead
---Source: Bob Martel is the
principal consultant at JMB Marketing Group. View
his Web site at
www.jmbmarketing.com. Email him at
firstname.lastname@example.org with your comments
about this article.
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