put some thought into this.
by jassen bowman
tax resolution systems
your lead generation matrix outlines the specific tools that you will use to achieve your goals, as determined from completing the goals worksheet and/or completing the future narrative exercise.
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the lead generation matrix defines the exact lead generation mailers, internet marketing methods, email sequences, etc. that you’ll use to generate new leads. this checklist provides a basic guideline for going through the process.
remember that a lead is somebody who has contacted you for additional information about tax resolution. a name on a tax lien mailing list is not a lead. a prospect is somebody with whom you’ve actually had a consultation. a client is somebody who has actually paid you money.
- determine your specific target market.
- target market should mesh with your ideal client profile.
- don’t waste time/money attracting clients you don’t want to work with.
- your tax lien mailing list search criteria are a subset of your ideal target market.
- determine the marketing message that you will deliver to your target market.
- what is your unique selling proposition (usp)? in other words, why should somebody do business with you instead of your competition?
- determine the marketing media that you will use to deliver your marketing message to your target market.
- plain postcards
- jumbo color postcards
- letters
- endless options and variations for envelopes and letters, from the simple to the complex. more complex = greater cost.
- broadcast media such as radio, tv, cable.
- the web is not unique or special as a marketing medium, it’s just different.
- telephone
- determine the response offers and widgets you’ll be using.
- all of your lead generation marketing should provide a compelling reason to respond. “free consultation” is not a compelling reason.
- always tell people explicitly what you want them to do.
- always direct people to your main line, answering service, 24-hour recorded information line, website, or other vehicle for delivery of the response item.
- it is best to automate delivery of response widgets when practical.
- create the script or marketing piece to convey your message to your market via the chosen medium, and include the response offer and widget description.
- repeat this exercise for each target market or medium you wish to test.
- tip: never rely on a single lead generation tactic/campaign for all your leads. utilize a mix of different campaigns, so that if one goes away for some reason, it does not cripple your incoming lead flow.