Buy Leads or Generate Your Own?

by Franco on October 21, 2011

This has been going on since before 2005 but it
really started in earnest around 2005.

Trainers came out to sell training and info products
to teach people “how to generate their own leads”
and in any good positioning you create a “villain”
and a “hero.”

If the “hero” is your “how to generate your own leads”
product and training, then the easiest “bad guy” to
ambush and who will NOT fight back is “buying leads.”

I do both.

I buy tons of leads (but I work them hard).

And I also generate my own leads with lots of
advertising, ezines, post cards, blogging and
other online and offline advertising and direct
response marketing.

And since people see that I do and that I promote
both methods, they ask me all the time if buying
leads is really as terrible as the “gurus” say it is.

And so, here’s my actual response to that question:

————————————-

Marketing is a crazy world man.
What you often hear is not always
reality but always a sales pitch.

The main reason so many “trainers”
have repeated over and over
“not to buy leads” since Mike Dillard
started doing it in his funnel in 2005
is because THEY HAVE TO SAY THAT
bro… they are selling training to
“generate your own leads”…

In copywriting and marketing strategies
you always have to position your “solution”
as “beating up some villain” and when
you’re selling training and info products
the best villain that won’t fight you back
is “buying leads” so it’s an easy story
to sell.

But then we look at reality:

Reality is, people buy up all the training
on “how to generate your own leads”
but most people don’t do it because
they don’t “have the money”
to do the
advertising ($2500 solo ads, Facebook PPC,
$500 Ezines, $600 post card campaigns,
$1500 CPA Offer Media Buys etc)…

If people don’t have the money to
“generate their own leads” by advertising
then what’s the difference with just buying
a boatload of leads of actually calling them?

That’s actually more intelligent to do and
more doable because it’s easy to grab some
leads, get a couple scripts and dial.

Or doing a $40 voicebroadcast campaign… etc.

But remember… whether its “generating their own leads”
or buying leads and calling them, the reality is people
do NOT DO EITHER…

They are too scared to.
They procrastinate and make excuses.

They will buy the leads and buy the training
to “generate their own leads” INSTEAD OF
ACTUALLY WORKING THE LEADS or PLACING
THEIR OWN ADS enough to make either way work.

It’s called Human Nature.

So that’s the first “reality” in the game within
the game… it’s still EXPENSIVE to get leads.

And often, people do NOT know what in the world
to do with the leads when they “generate them”
and if their funnel doesn’t convert then they
complain…

Another reality:

The people that hang on facebook for hours
everyday “generating their own leads at no cost”
(time is expensive man) but still they don’t
convert MOST of those leads…

They never work ENOUGH leads to
convert any because they don’t generate
enough leads consistently using those tactics.

I use a LOT of paid advertising from post cards,
ezines, voice broadcasts and email broadcasts,
and paid media with CPA offers so I know how
much upfront $$$$ it takes to generate your own leads
and work to convert them… but I’ll tell you…

A lot of times the “quality” isn’t that much more special
than buying leads
, and at the end of the day for most
advertisers I KNOW they end up paying way MORE
for the leads they pay for with advertising than just
buying a boatload of leads consistently and hitting
them with post cards, voice broadcasts and emailing.

So big Cam here’s my own bottom line man…

IT IS ALL MARKETING.

If all the “generate your own leads” tactics
were actually used and if they worked as
great as the trainers say…

MORE PEOPLE WOULD BE CRUSHING IT.

But they are not.

And if “buying leads” was really that ‘bad’
then it would be illegal already and it’s not.

I have plenty of old timers like Chuck B.
that has bought and called leads for YEARS
and happily works in the industry full time.

Another guy: Cedrick H. and Ray H.
are VERY full time leaders and they actually
buy and call leads…

So it’s all a pitch man.

They both work.

The bigger point is:

MOST PEOPLE DO NOT DO ANYTHING.

But they keep buying tons of cheap leads…
But they do not contact or work them enough…

People keep buying MILLIONS in training
stuff and launches.. .but they don’t actually
DO what the training tells them to do.

At the end of the day the marketer is
looking for:

A SYSTEM, OFFER or FUNNEL THAT CONVERTS TO MONEY FAST.

1. Daegan’s funnel converts like mad.
2. LTTW and that new funnel converts like mad.

As a marketer, you PROMOTE THE FUNNELS
THAT CONVERT because that’s your job (IF you’re
running a real business and not a “hope business”).

People that tend to look too much for
the “perfect product” and the perfect program
and all that crap… usually are the ones with
lots of “book learning” and lots of opinions
but no cash flow…

So I just learned to not get lost in
all the “perfectionist” stuff and just
sell to people what they already love to buy.

Hope this helps man…

Franco

{ 10 comments… read them below or add one }

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Roland Leveille November 8, 2011 at 6:22 am

Great article Franco. You really lay it on the line here.

This is a good look at reality. More people need to hear this message and maybe there would be some truthful balance put back into the industry. There is too much dishonesty and greed out there but I believe those folks that operate in such a way will get their medicine on day.

Thanks for sharing your knowledge about this subject.

Like you say, either way people have to pay for lead generation whether through money or time. The quality of those leads depends on the marketer.

Roland

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