The 3 Cs of Lead Generation
Find a Consultant Become a Consultant

The 3 Cs of Lead Generation

The 3 Cs of Lead Generation

By John Jantsch

Lead generation is a numbers game and a momentum game.

Lead Generation TrioGenerally speaking there is no one magic way to generate a tons of leads. Granted, for some businesses there are more effective ways, but on the whole long-term effective lead generation comes down to a combination of advertising, public relations and a systematic approach to referrals – the lead generation trio as I like to call them.

It’s my belief that you need to employ all three approaches in order to generate the right kind of know, like and trust building that will attract your ideal customers.

In order to better understand why this blended approach makes such sense let me introduce the 3 Cs of lead generation: Cost, Credibility, and Control. Each of the lead gen trio offers you some advantage in one or more of the 3 Cs. By using them all, you get the perfect mix.

    So here’s the matrix of sorts:

  • Advertising – potential high cost, often lower credibility, high, in fact ultimate, control – turn the ad on and off when you choose – control is the best part about advertising, you can launch a promotion on the day you want or need more leads and then turn it back down when you don’t
  • Public Relations – cost can be low, credibility is high – often a tiny mention in a publication can bring more leads than a full page ad in the same publication – readers love the third party endorsement, control can be low – you can’t really dictate when and if you will get any pub
  • Referrals – again, cost can be very low, credibility a little dependent on the source of referral but often high, control also out of your hands and based on your ability to educate sources properly.

Each of the members of the lead generation trio has pros and cons, but employed as a unit they have the power to help you create the kind of marketing momentum that builds long term success.

Free eBook 
7 Steps to Scale Your Consulting Practice Without Adding Overhead

The Duct Tape Marketing Consultant Network has helped me to grow my business by over 40% in the last 12 months. ~ Michael Quinn - Michael Quinn Agency, Fargo, ND

How to Put Your Website At the Center of All Your Marketing
Your website is the heart of your online marketing presence. It’s the one place on the internet over which you have full control of visuals, messaging, and content. Everything else that you do online should drive visitors to this website. But that’s just it, there are a lot of other online channels to consider, from […]
The Key to Online Advertising Is Tracking Results
In the olden days, advertising was an expensive and risky prospect. Brands would spend lots of money up front on print ads, television commercials, or radio spots. Next, they’d hire an advertising firm to create and execute the concept. Then, they’d have to buy the air time or ad space. And they did all this […]

Subscribe to the Duct Tape Marketing Podcast

If you know your small business needs marketing, but don’t have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive.