Buying Leads
The lead industry is not
exactly a scam unless you don't understand it. This is why I speak
so highly of Matt Gagnon.
I can't seem to get very
many people to admit that the 'lead' industry is a scam, so I don't
talk about it anymore. Instead I have them buy Matt's Home
Business Success Seminar so they can learn once and for all: A
lead is not a lead is not a lead.
I see other people
acknowledge Matt's level 0-6 lead system, but they don't really
understand what it actually means. They think they are already
'doing' this system by putting a simple form on some affiliate
website! A website that gets a person to fill in a questionnaire
but does not give away a unique quality product that educates
them on your plan, is NOT a level 3 lead generator site. It is a
level 2 at best. The unique quality product I am talking
about here does not include some market
saturated e-book. In my opinion, they have less and less value and
so they no longer count. Few people value what is given away for
free. Not really! There are exceptions to this, like a truly
unique plan, and a truly unique angel or approach. Most people are
now aware that free e-books are a way to sell them more crap which
will teach them to sell more crap, which will teach them to sell
more . . . get it?
Generally, website that
collects leads through free e-books is still a level 2 or even a
level 1 lead generator site. A level 3 lead is somebody who has
actively raised their hand and hopefully even paid for
information about your plan or product. If they have paid a little
something, they are a level 3 in my book. These vague questions and
over-general MLM surveys (what I call the 'home business opportunity
junky resumes) -do not qualify in my book for a level 3 status. I'm
pretty sure Matt Gagnon would partially agree with me. As I
understand it, a level 4 lead is someone who has paid around 100
dollars for information and/or your product . . . while a level 5 is
someone who has paid much more money. Level 3 and level 4 leads are
not easily created by someone who is merely an affiliate that gives
away somebody else's cheap internet-saturated e-book. They are also
not easily generated by somebody who does not have a product or an
'angle' of their own. This is why it is better to create a
values-lead company that will stand the test of time by providing
real information, real products, and a real relationships with your
client.
The silly argument
continues:
Conversely, there is a
myth that all leads can theoretically be made equal. I don't
disagree. I have a mentor,
Tony
Seruga, who generates literally millions of dollars worth of
leads every month. He would say: "Russell, a lead is a lead is a
lead. It is the quality of the ad-copy, the product, the
salesmanship, and the close that determines the quality of the
lead."
I agree, but only
in the sense that you have already become more specific with your
target market. Giant lead selling companies like to cluster the
'home business opportunity junky' into one big qualified heap. They
often pretend these are great leads. This is total bunk. But
here is the main difference between Matt Gagnon's idea and
Tony's comment to me: Matt is explaining the qualification process
to an outsider, Tony is selling the leads to the outsider. Matt is
trying to explain how to qualify your customer while Tony is
assuming that you already know how to qualify them for yourself.
The truth of the matter
is this: In order to buy a super highly qualified leads from
somebody else you are going to have to spend a lots and lots of
money! Think about it. How much money does it cost to get someone to
beat down your door demanding to buy your product? I used to joke
with Matt that a level 8 lead is someone who calls you at 2 a.m. and
threatens you and your family if you do not get up and sell them
your e-book right then and there. ( Rumor has it that Mazu
Publishing will be creating level 8 leads). To create a super-hot
lead like this would cost a FORTUNE of course! Think about it. If it
were easy and cost efficient to create leads like this, lead
companies would make more money selling them their OWN products and
services, not selling them as leads! In fact many of them do just
that, and when they are all done, they sell that name to you as a
lead just the same! So the whole idea is to teach you to generate
these leads on your own. You must learn to fish for yourself. This
is what BSA hopes to achieve. This is the core of Matt's Home
Business Success Seminar.
So most lead companies
are creating and selling leads to hundreds of business opportunity
seekers of every conceivable type! They are generating what Matt
Gagnon calls level 2 leads. Sometimes he would create what I call
level 2 and 1/2 leads. For example, Business Builder Leads was a
company founded by Robert Blackman. Robert is an expert
telemarketer. He can close like 2 out of 5 people in a cold calling
situation. I bought several hundred dollars worth of leads from this
company, and basically they were what Matt Gagnon calls 'fertilizer'
leads. They were not worth calling. They were, however, really good
to send e-mails to! Any response I got from one of these level 2
thru 2 and 1/2 leads would then encourage me to call them. The
response depended on the quality of the 'hoops' I had them jump
through!
In summary, you will
save literally hundreds of hours when you understand the different
hoops that a customer needs to jump through in order to qualify for
your time! This is why working with BSA and Mazu Publishing is a
really good idea! In this way, you will not waste money on
advertising before you understand the qualifying process. This
process is almost as important as the product itself! We look
forward to working with you.
BSA gives buying leads 2
skulls because it is effective when you know what you're doing, and
expensive when you don't. It is not uncommon to spend around 200
dollars for bad leads. 
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