A big part of both online and offline marketing is lead generation.
This is especially true for any businesses that sell their services to other businesses (B2B). That’s because sales and marketing in these businesses usually involve more relationship building and long sales cycles.
Nevertheless, generating leads is also a top priority for many companies outside of B2B, such as real estate agencies and financial service firms.
Writing lead generation materials poses a challenge for many people because it’s not like other types of marketing. A lot of marketing falls into one of two categories: sales pitches or brand building. But with lead generation you need to strike the right balance between educating prospects and getting them to take the next step in the sale process.
Some people think that sales and marketing are largely about hype. They think it’s all about loud self-promotion, boasting, and exaggerated claims.
Sure, there’s a place for being excited and passionate about your products and services, but you don’t want to over-promise and under-deliver.
Most prospects and customers don’t trust hype, which is why relying on it can damage your credibility and brand. One reason for this is that hype is easy to spot and the motives are transparent, which can quickly cause someone’s guard to go up. If you’ve ever been hassled by a high-pressure salesperson, then you already know the feeling.