2SUP-LG03 Lead Generation Messages

8/13/2019 2SUP-LG03 Lead Generation Messages

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Leadership

Money

Lead

Conversion

Lead

Generation

Marketing Managem

Clien

Fulfillmen

Lead Generation MessageCreating the magnetic messag


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Lead Generation MessagesCreating the magnetic message

SNAPSHOTMastery Impact!

Supplemental Module: Advertising & Public Relations

Business Development Process: 2SUP-LG03

The most powerful element in advertising is the truth.

William Bernbach, advertising executive

Creating a magnetic lead generation message is

more art than science. It requires you to use

words, images, and sensory elements as your

basic ingredients, then assemble them to form an

integrated, compelling message. A message that

is more than the sum of its parts, one with

relevance, significance, and meaning to the peopleyoure trying to reach. To do this, youll need to

know your customers needs, wants, and

expectations. When you understand your target

customers as if they were your best friends, rather

than nameless, faceless individuals out there in the

mass market, youll be able to create that

magnetic message.

Overview

The fundamentals for

creating your lead gener-

ation message are your

Central Demographic Model,

unique selling proposition

(USP), positioning

statement, product

att ributes, and the chan-

nels youve selected.

The four key parts of your

message are: the attention-

getter, information, per-

suasion, and a call to action.

The three creative elements

you can use in your message

are: words, images, and

sensory elements.

R e m e m b e r t h a t t h e

lead generation channels

you use will shape the way

you present your message.

The likelihood of people

responding to your message

increases to the extent that

you can eliminate the cus-

tomers perception of risk.

Key Points

Develop Creative

Elements of the

Message

Develop Message

Content

Review Target

Market Information

Benchmarks for

Creating Your Lead

Generation Message

Pre-test the

Message

Track and

Quantify the Message

THE FOUROBJECTIVES

OF THE

LEAD GENERATION

MESSAGE

Attract Attention

Create the Right

Impressions

Provide a Convenient Way

for the Customer To

RespondQualify Your Leads

Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publicationmay be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy,recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.

A Business Development Publication of

E-Myth WorldwideTM

Putting the Pieces Together

Santa Rosa, California, USA


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Significance Is the Heart of Your Message

The dictionary first defines message as a communication

transmitted by spoken or written words, signals or other means

from one person or group to another. Then it gets to the heart of

the matter:

Message: the basic theme or significance of something.

Significance. What is significance? Why is it the heart of your

message? And where does it come from?

Significance is that personal connection you have with

somethingyour home, a work of art, other human beings. Its

not a connection you can define exactly, but you know what it is.

The significance something has for you is defined by your

perceptions. Different people perceive identical things in

different ways based on their needs, expectations, and

experiences. The significance of anything depends on how you

connect with it and on your particular perceptions of it.

Think of your home. It may be a structure of wood, metal, and

fabric; however, its more than just that to you. You have apersonal connection to it, and therefore it holds significance for

you. The same is true of your lead generation message. Its

significance to your target customers depends on how they

connect with it and what their particular perceptions are. If you

are to connect with them and create the right perceptions, you

have to know them intimately and tap into their needs,

expectations, and experiences.

Familiar idea, isnt it? Know your market.

Words, Images, and Sensory ElementsThe Building Blocksof Your Message

Your message is made up of three elementswords, images, and

sensory elements. However, the significance of your message is

more than just words, images, and sensory elements. Unless your

message connects with your target customers (through their

needs, expectations, and experiences), it will have no significance

Lead Generation MessagesCreating the magnetic message

Mastery Impact!


Business Development Process: 2SUP-LG03 Page 1

The most powerful element in advertising is the truth.

William Bernbach, advertising executive

Copyright 1986, 1988, 1994, 1996, 1998, 2005 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.


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to them. Therefore, it wont strike them as relevant, and it wont

have the ability to stimulate a response.

It all comes together in your message. Its where all the work you

did to understand the psychology of the people in your targetmarket finally pays off: Establishing the positioning and sensory

experience that have the right appeal, and selecting the right

channels to reach them. Understanding the product attributes of

greatest importance to them. Understanding their purchase

decision needs. And now putting it all together in a message that:

Attracts them to an opportunity to have their needs met, and

Promises them the gratification they want.

Thats what youre striving for: significance, not merely structure;

impact, not just ingredients; meaning, not simple mechanics. All

you have to work with are words, images, and sensory elements,out of which you have to create significance, impact, and

meaning. Does it call for more creativity than you can muster?

Not at all. It just takes know-how.

Creating the right message for your target market and for your

business doesnt have to be diff icult. It requires some home-

work, most of which youve already done, some insight, which

youve already developed, and some techniques, which youre

about to learn.

But first youll need some philosophy to help you put the pieces

together in a sensible way.

Breaking Through the Clutter with Relevance

Most business people, even professional advertising and public-

relations people, believe the best way to break through the

amazing clutter of advertising in todays world is to create

something distinctive to the senses. The result is that radio,

television, magazines, newspapers, and billboards are covered

with blazing color, arresting (sometimes shocking) images,

surprising soundsanything the imagination can conjure to draw

your attention.But all that does is momentarily distract you. Its useful because

it gets your attention, which opens the door for a lead generation

opportunity. You react in the moment How interesting,

How beautiful, How repulsive, How fascinating

But briefly getting your attention isnt enough. Unless your

attention is held, it moves on to the next attraction. The lead

generation opportunity is wasted.

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Lead Generation MessagesPage 2



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Lead Generation Messages

How do you attract and hold attention?

Relevance is the key. Unless the customer can somehow relate

your message to his or her own needs, the message is, at best,

interesting or entertaining, and at worst, a waste of time. Eitherway, its useless for lead generation.

Attracting attention in a way that is relevant to the customers

need is the key to creating a lead generation opportunity.

Relevance is what holds customers attention and compels them

to engage with your message. Then, if the need is real and your

message promises real gratification, the potential customer wont

be able to turn away. Lead generation is assured.

Without relevance, your message wont hold your customers

attention, and it wont motivate the customer to respond. Without

response, youve got nothing; with it, youve got a lead.

The Four Objectives of Your Lead Generation Message

Objective 1: Attract the attention of people in your target

market. Use words, images, and sensory elements that are

distinctive enough to draw the immediate attention of the people

in your target market, and can hold their attention with message

points that are relevant to their needs and desires.

Objective 2: Create the right impressions. Your message has

to promise not only to satisfy the product needs (what your

product or service will do for your customer functionally andemotionally), but also satisfy enough purchase-decision needs to

enable the customer to take the next step (respond). Moreover, it

all has to be believable, or its wasted.

Watch out for exaggerated claims. Hype diminishes your

message. Its a common mistake for business people, including

marketing professionals, to attribute the success of their lead

generation messages to the use of exaggerated language and

claims when, in actuality, the perceived quality of the product

and the company overcame the negative impact of the hype.

Objective 3: Provide a convenient way for the customer torespond. Your message must always provide the means of

response; otherwise its a waste of money and effort to get the

message to the prospective customer. Always include a convenient

way for your customers to respond to your message, such as a toll-

free telephone number, a street address, a mailing address, an

Internet address, or a self-addressed, stamped envelope.

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THE FOUROBJECTIVES

OF THE

LEAD GENERATION

MESSAGE

Attract Attention

Create the Right

Impressions

Provide a Convenient Way

for the Customer To

Respond

Qualify Your Leads



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Objective 4: Qualify your leads. Depending on your business

and products, your lead generation message should usually

discourage unqualified people from responding. Whos not

qualified? People who would not be served by your product,people who cant afford your product, and people who dont have

the ability to use your product. You dont want people

responding to your message, only to be disappointed or angry

when they discover what you offer isnt even in their ballpark,

for whatever reason. Its more respectful to them, and more cost

effective for you, to eliminate non-customers through your lead

generation message than by using your salespeople to do it.

Five Steps to a Magnetic Message

There are five steps to creating lead generation messages that

work. Youve already done the basic work for the first step.

1Review what you already know about your target market.Start by reviewing your unique selling proposition (USP) andpositioning statement for your target market. These provide the

basic elements and direction for your lead generation messages.

(Refer to your work in Mastery Process 2D-04, Positioning and

Differentiating Your Business.)

Then review the psychological profilethe Central Psychographic

Modelfor the market segment youre targeting. Be especially

mindful of the emotional associations and the drives (functional and

emotional needs) of the market. (Refer to your work in MasteryProcess 2D-03, Customer Perceptions and Behavior.)

Next, review the product attributes of importance for the targetmarket. (Refer to your work in Mastery Process 2E-02, ProductStrategy and Design.)

Finally, review the requirements of the channels you have

selected to reach the target market. Determine the constraints

imposed by the channel and note the specifications that could

impact your messagefor instance, how large your

advertisement will be, whether it will be color or black and

white, what kind of publication it is, how much time your radioad will have. (Refer to the work you did in Mastery Process

2SUP-LG02, Lead Generation Channels.)

2 Develop the content of your message. Determine what themessage has to communicate in terms of explicit information,impressions, and unconscious associations. Your message has

four parts:

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1. Attention-getter

2. Information (facts)

3. Persuasion (your promise and indications of emotional

gratification)

4. Call to action and a way to respond

First, think about each of these four areas generally, without

worrying about the specific words and images youll use. What

general approach will you take to get your target customers

attention? What information or facts will they need? What

promise will you make? What action do you want them to take?

3 Develop the creative elements of your message. Nowyoull take the content youve decided on and plan exactlyhow youll present it in your lead generation message. Thepresentation of your message is built from three elements:

1. Wordsthe copy or text used in your message.

2. Imagesspecific mental pictures you create using words,

pictures, and sounds. For example, the warmth and security

of grandmothers kitchen is an image you can create with

words, pictures, sounds, and smells (and even tastes and

textures).

3. Sensory elementsthe colors, shapes, tastes, smells, textures,

and sounds that your target market respond positively to, but

are not necessarily part of a particular image youre trying toconvey. For example, you might use bright blue lettering

because it has high visibility and retention for your customers.

Remember that in your final message, all the elements need to

work together in a seamless, cohesive way. To your customer its

one message, one look, and, for you, the only chance to make

the right impression. Make sure your message appeals to both

the conscious and unconscious mind, and avoid hype at all costs.

4

Pre-test your message. If you can afford it, use

professional market researchers to test your message. If you

cant afford market researchers, conduct your own test or pick afew of your customers and ask them for their opinions (be aware

that theyll react more positively to you than they would to

neutral market researchers). If you cant do that, at least run

your message by some of your more objective employees. They

wont react exactly as your target customers would, but theyll

provide some useful feedback.

Develop Creative

Elements of the

Message

Develop Message

Content

Review Target

Market Information

Benchmarks for

Creating Your Lead

Generation Message

Pre-test the

Message

Track and

Quantify the Message



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5 Track and quantify the message. Track all messages ineach channel every time you use it. Quantify the number oftimes you run the message, the different channels, the different

versions of the message, the different creative treatments, thecosts, and, of course, the number of leads that result from each.

Your New Best Friend

Theres an important trick you need to learn. All this information

about your target market is just thatinformation, facts, data.

By itself, its lifeless and lacking the connection thats essential

to communicate with and have real impact on your market.

The trick is making the connection, making your target market as

real to you as your best friend. The goal is to create an intuitive

understanding, afeel, a gut-level connection with them.

Heres how you do it. As you review your target-market

information, build a detailed mental image of a person who

represents your target-market customer. If you know someone

who fits your market, make that person your mental image. Get

to know that person. Get a sense of his or her personality, tastes,

attitudes, and opinions. Thats who your message has to connect

with, speak to, move emotionally. Thats the person you have to

know and understand. Thats your new best friend.

The Channel You Use Shapes Your Message

Wouldnt it be convenient if, after you developed your

message the content, the creative elements, everythingyou

could place it in any channel you wanted? Unfortunately, the

distinctive nature of each lead generation channel will force you

to change your message somewhat to fit it.

Some channels constrain your message in obvious ways. Radio

does not accommodate visual images, and print channels do not

accommodate sound. Some print channels dont allow you to

use color. If youve identified the preferred channels for your

target market (see Mastery Process 2SUP-LG02, Lead

Generation Channels), keep the constraints in mind as youcreate your message.

Here are more examples of common lead generation channels

and some of the factors that will affect how you shape your

message to adapt to them:

Print channels such as magazines, newspapers, and directories:

available space; limitations or requirements for color; location

in the publication; location on the page; print quality.

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Display channels: size; lighting; weather conditions;

location/placement.

Direct-mail channels: envelope size; paper weight; mailbox

size; class of mail; delivery time.

Telemarketing channels: available time (length of message);

time of day; limitations of sound quality.

Radio: available time; time of day; content of programming

surrounding your advertisement; live versus taped.

Television: available time; time of day; content of

programming surrounding your ad; print size and amount of

information that can be shown visually.

Public relations: editorial slant of the publication.

Channels targeted to specific populations, such as political,

religious, youth, seniors: ideas and language must conform to

the standards of the group.

Developing the Content of Your Message

Now that youve got the background logic and philosophy

behind lead generation messages, its time to merge your

thinking about the overall content of your message with the

means to express it in words, images, and sensory elements.

Attention-getterGetting your potential customers attention is akin to selecting

the right channel: If you dont get their attention early, they

wont ever reach the heart of your message. The main attention-

getters are:

Headlines (for print) or lead-ins (for radio and television)

Images

Sensory elements

The purpose of a headline is twofoldto grab your attention and

interest, and to convey the essence of what follows. In the case ofradio and television, the lead-in serves the same purpose as a

headline does for print channels. The lead consists of the words,

images, and sensory elements that carry you to the next part.

Since the headline (or lead), the images, and the sensory

elements that support it must attract the audiences attention and

establish relevance, consider using your unique selling

proposition, or some variation of it, as your headline. For

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example, if your USP is To Enjoy the Good Life, that could be

your headline. You could modify it slightly: The Good Life,

Enjoying the Good Life, The Way to Live the Good Life.

You could transform it into a question: Would You Like toEnjoy the Good Life? or Wouldnt You Like to Enjoy the Good

Life? or Are You Ready to Enjoy the Good Life? You can

even use an anxiety approach: Havent You Been Missing

Out on the Good Life Long Enough? You should find your

companys USP equally rich in headline opportunities.

For printed messages, use subheads:

In a recent nationwide (US) study, it was found that fully 85

percent of readers skim commercial communications rather than

read them thoroughly. They only read through the communication

if their skimming generates continued attention and interest.If your message will contain more than several sentences of text,

you should consider using subheads, or subordinate headlines.

Subheads make it easier to read and follow the text and they

provide a summary of the main idea for those who wont read all

the carefully crafted words in the text.

Your subheadings can be mini-titles running through the text, or

they can tell their own story. Here are two effective approaches

for writing subheads that continue the story begun in the

headline. Lets assume that your headline is, Wouldnt You

Like to Enjoy the Good Life?Approach #1 is calledanxietyanxietyrelief:

Anxiety subhead 1: You dont get much of the good life.

Anxiety subhead 2: And, when you get it, its not what you

wanted.

Relief subhead 3: Now you can get the good life, exactly

the way you want it.

Approach #2 is called promisepromisefulfillment:

Promise subhead 1: You can have the good life.

Promise subhead 2: Its closer than you can imagine.

Fulfillment subhead 3: All it takes is a minute of your time.

Of course, between the subheadings will be text giving the

audience more information and meaning.

Use your headlines (or leads) to establish and maintain the

relevance of your product or service to your target customer. If

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youre using only an image, make sure it has relevance. A

sensory element as attention-gettera loud or unusual noise, a

splash of colorcan attract people but will usually not carry

much, if any, of the significance of your message.Information

The main thing to remember when deciding what information to

present in your message is simply: less is more. Unless youre

advertising through direct mail or in full-page print ads, give

readers a minimum of specific information, just enough to pique

their interest and answer their key questions. Some types of

information you can include are:

Important facts about your product and/or about your company

Key facts about the customers needs, frustrations, and desires

Information that answers the key questions the potential

customer might ask. Key questions are those that enable the

customer to confirm relevance (Does this really apply to me?

Can I benefit from this product?) and to feel that he/she

knows what the message is about (what the product is,

basically what it does, what it will feel like to have it).

Persuasion

The persuasive part of your message is where you inject the

subjective, emotional element. It adds meaning and significance

to the information and gives your message its flavor, its color, itspositive and preferential connotation. It creates intimacy by

speaking to your customers unconscious (and conscious) minds.

Dont think of your persuasive elements as necessarily distinct

and separate from the information youre presenting. Theyre

often merged. Consider the statement, The extraordinary

effectiveness of this product has been proven in hundreds of

clinical tests over the last decade. Would you say this is

information or is it persuasion? Its both, of course. Elements

that add persuasiveness to your message are:

Promise of emotional gratification

Logical benefits (based on functional needs)

Emotional benefits (based on emotional needs)

Elimination of risk or the perception of risk

These can be communicated explicitly (directly), through specific

words and pictures, or implicitly (indirectly), through images and

associations you attempt to create.



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Call to action and a way to respond

Dont forget to let the audience know what you want them to do

next. This is usually done in words (text), but dont neglect the

impact of a visual or some other sensory element to encouragepeople to respond. A picture of your store, the sound of a

telephone ringing, an image of someone dropping a response

card in the mailthese make the experience more real and,

therefore, more likely to happen. Regarding your call to action:

Tell the audience what to do, how to take action.

Provide a way to respond.

Offer a telephone number, preferably toll-free.

Give a street address, possibly with cross street or directions.

Provide a response card, preferably postage paid, pre-addressed, and easy to complete (fill in the blanks or check

the boxes).

Include your internet web site address.

Make it easy.

Make it low-cost or, better yet, no-cost.

Make it immediate.

Eliminate all barriers to response.

If you develop a compelling message and place it in the channelthat reaches the customers you want, you will create a powerful

magnetic field that attracts people to you. As you create your

lead generation message, keep in mind that single customer who

will be experiencing your business for the very f irst time

through this message and this channel. Will she be attracted or

repelled? What will her impressions be? Will she be moved to

respond immediately, or will she experience resistance or

hesitation?

An Offer They Cant Refuse

Often, customers will need your product, have the ability to buy

it, and be convinced that yours is the best for them. Yet they may

refuse your offer; in fact, this scenario plays out all the time.

Why? What other factors are influencing the customers

decision-making process?

The answer is risk. When everything else is right, but the

potential customer perceives risk, real or imagined, the decision

is, at best, maybe.



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What does your message convey that customers may perceive

as risky? Here are a few examples:

Not credibleYour message doesnt sound right, it

doesnt match my experience. Your advertising has toomuch hype.

Not appropriateYour message doesnt fit my picture of

myself: Its too high/low class, and not the kind of thing

people like me would buy.

Too expensiveI cant afford it.

Not reliableIt might break down or not do what I need

it to do.

In other words, risk is whatever makes the customer

uncomfortable with your product, your business, your people.So, how can you overcome risk? How can you help the

prospective customer feel so comfortable with your offer that

resistance melts away?

Honesty. Most people believe that if your product sounds

too good to be true, it probably isnt true. Few things help a

customer feel more comfortable than believing that someone

is telling them the truth.

Messages appropriate to the customers self-image. If youre

not talking to me, your products probably not for me, either!

Satisfying the customers decision-making needs (refer to the

seven selling functions from Mastery Process 2F-03, Your

Lead Conversion Process). Addressing the needs most

important to your customersinformation, understanding,

needs clarification, advice, assistance, reassurance,

transaction processingwill go far to eliminate their

perception of risk.

Satisfying product/service needs (product attributes). Comm-

unicate that your product or service was designed specifically

for your target customer. Show them, or tell them, how. (Refer

to the work you did in Mastery Process 2E-02, Product

Strategy and Design.)

What If Youre Not Creative?

We all have some degree of creativity, and when fed by an

intimate knowledge of your target market, your creativity is

probably greater than you think it is.



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But lead generation messages are tricky to create, and subtle

things (intentional or unintentional) can have a major impact on

your message, for better or worse. So its almost always money

well-spent to get professional help with your lead generationmessages. Consider using copywriters, graphic artists,

advertising specialists, and public relations professionals.

When you use professionals, dont abdicate lead generation to

them. Its still your business, and you know more about it and

about your target markets than they do. Graphic artists will create

gorgeous images and designs, but they may not pay attention to

the functionality of their designs (the graphics may be beautiful

but convey the wrong impressions; the sensory elements may

appeal to their tastes rather than those of your target market).

Advertising agencies may select the channels (theyll call them

media) that generate the highest income for them rather than theones that will reach your target market most effectively.

Copywriters may use words that are preferred in literary circles,

but dont communicate the right tone or unconscious associations

to your markets.

Use the creativity of professionals, but dont let them intimidate

you with their expertise. Respect their expertise, but also

respect your own. You make the f inal decisions.

If You Remember My Message, Youll Buy My Product

A Recipe for DisasterThere was once a highly successful Madison Avenue advertising

executive who said when addressing a large audience of business

people, The most important thing your message must

accomplish is to be memorable. My best advertising campaigns

have been described as obnoxious and offensive. Music to my

ears. Why? Because people remembered my ads. And if you

remember my ad, youll buy my product.

The fallacy in his thinking is his neglect of emotional

gratification, unconscious associations, and the attraction-

avoidance reactions of customers. (Recall your work inMastery Process 2D-03, Customer Perceptions and Behavior.)

Yes, its important for your messages to be memorable. But its

more important for them to create attraction rather than

avoidance. If all youre doing with your messages is stimulating

avoidance, then youre pushing away potential customers. If

your negative message is memorable, so much the worse.



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So, avoid negative messages and images about your business

and your products. Negative elements in your message can be

highly effective, but only if your product or service is the

solution to the negative situation.

Its an Art, Not a Mystery

Youve seen that its not enough for your message to be noticed;

it must also be relevant to the customers needs. Its not enough

to just offer the right product or service; your message must also

reduce the perceived risk. And its not enough to be memorable,

it must be memorable in a way that creates attraction, not

avoidance.

Even though there are clear steps to follow in creating your

message, its far from a science. Perhaps more than any otherarea of your business, creating the right message is an art. But

theres nothing mysterious about it. Its all common sense, clear

communication, and, above all, a deep understanding of your

target market.



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Worksheets

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Lead Generation Message Development:

Key Target Market Information

TARGET MARKET __________________________

Unique Selling Proposition (USP), Positioning Statement, Sensory Package

The USP for this target market is:

The positioning for this target market is:

The key sensory elements (colors, shapes, etc.) for this target market are:

Key Elements of the Central Psychographic Model

Functional needs:

Emotional needs:

Emotional associations to stimulate:

Emotional associations to avoid:

Gratification mode (interpersonal, objective, or introverted):

Purchase preference (experimental, performance, or value):



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Key Target Market Information(contd)

TARGET MARKET __________________________

Key Product Attributes

Functionality:

Sensory impact:

Unconscious associations:

Conscious-mind conclusions:

Price/value:

Access/convenience:

Channel Requirements

(For each channel you have selected to use with this target market, indicate the specifications thatshape or constrain your message and its presentation.)



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Message Content

TARGET MARKET __________________________

1. The attention-getting device(s) will be:

Headline:

Image(s):

Sensory element(s):

2. Key information to be included:

3. Persuasive elements of the message will be:

Promise of emotional gratification:

Logical benefits (based on functional needs):

Emotional benefits (based on emotional needs):

4. The call to action and response mechanism(s) will be:



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Creative Elements

TARGET MARKET __________________________

Words

(Write the actual copy or text for your lead generation message. Use additional paper if needed.)

(Note any words or copy that should not be used for this market.)

Images

(What image(s) do you want to create for your target customers? How will you create it? What

words, pictures, sounds, etc. will you use? Use additional paper if needed.)

(Note any images that should not be used for this market.)

Sensory Elements

(What other visuals, sounds, smells, tastes, textures, etc. will you use to create positive response

to your message?)

(Note any sensory elements that should not be used for this market.)



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Your Lead Generation BaselinePage 21


Pre-testTARGET MARKET __________________________

Describe how you plan to test your lead generation message:

Number of test exposures obtained:

Describe your test findings:

Describe the action you will take based on the pre-test of your message:



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Your Lead Generation BaselinePage 22


Tracking and QuantificationCreate a form for tracking and quantifying the results of your lead generation messages; use the one

below or modify it to suit your needs. Track and quantify each message separately. For example, if

you run the identical print advertisement in several different magazines, you can track it as one

message. If you change the ad slightly, by making it larger or changing the colors, it becomes a

different message and you need to track it separately. Develop a way to identify each message, such

as by assigning a unique tracking number to it, and file each message with its identifier so you

always have an accurate record.

BCHANNEL

CCOST

DCOST PER

THOUSAND

EXPOSURES

ENUMBER OF

LEADS

GENERATED

FCOST PER

LEAD (CE)

GDOLLAR

SALES

GENERATED

HLEAD

GENERATION

COST PER

SALE (CG)

AMESSAGE

IDENTIFIER

Documents

2SUP-LG03 Lead Generation Messages