Yesterday I was reading an interview with Dan Gallapoo, known as “Doberman Dan”, a well-known American copywriter.
I was struck by four numbers mentioned in the interview: 50 – 30 – 20 – 1.
These are not numbers to play the Lotto:
50%: it’s the importance of the list in any lead generation action
30%: it is the importance of the offer that is made to the list
20%: it is the importance of the copy, i.e. how the offer is presented to the list
1: it’s the “most dangerous number in the business”, meaning that we must never depend on a single product, nor on a single customer, nor on a single means of contact with customers (the father of this concept is Dan Kennedy, guru of direct response marketing).
Table of Contents
What do these numbers have to do with lead generation activity in 2016?
First of all, they recall the fundamental weight of the list of target customers. Half of the outcome of each action depends on the list: if the list isn’t in target, or it’s inaccurate, or incomplete, goodbye success.
Then, they highlight that a third of the result depends on the type of offer we make to the list.
They also testify that “copy”, or “writing well”, is the factor that has the least impact on the result. So, anyone can write, you don’t need to be a copywriter.
Finally, they point out an essential requirement for the business security: the NOT-dependence on a single tool for customer acquisition.
An effective lead generation method must therefore have these characteristics:
- it must be based on rigorous list management, to select and profile the best possible list
- it must be able to present its tenders effectively
- it must not need a professional copywriter
- and finally, it must provide for multi-channel contact, so as not to depend on a single means of contact
- All these factors are part of the lead generation model we have developed:
Have good lead generation activities in 2016!