Posted by Scott Bywater in marketing Feb 12th, 2018

I got this question the other day…

So what’s the best way to approach lead generation in 2018?

But it’s the wrong question.


How you approach lead generation depends on your objectives. It’s not like you should say should I use Facebook, should I use Google, should I use Snapchat, should I use direct mail, should I use Youtube?

All of that doesn’t matter.

That will just confuse you, and leave you with your head spinning in a dryer.

Instead, you want to ask the question…

WHO is my target customer?

What are their pain points?

What is their buyer journey?

Where do they hang out?

That’s where you must start, because Facebook or Google isn’t going to give you the money… … it’s the human being hanging out there.

And in order for that human being to buy from you, first you need to get your message in front of them.

You need their eyeballs to read that message.

You need their eyeballs to connect with that message.

And then you have a chance of getting them as a lead, as a customer.

So let’s break this down.

What do you want to achieve?

Decide on that first.

Nothing else.

So if you want to get 45+ year old women to buy from you who are mums… maybe Facebook is the right place to advertise.

But if you want to get CEO’s of major companies to purchase something from you, then you’ll want to go with direct mail or Linkedin. Or run some ads via the Google Display network, or in the Financial Review online.

Know your market first, then decide where to advertise.

Scott Bywater

Scott Bywater

Direct Response Copywriter at Copywriting That Sells
Do you want to learn the easiest way to get more customers fast? I have just completed my brand new guide "7 Ways to Get More Customers" which includes a swag of "Advertising Cheat Sheets" for getting results fast. Everything is outlined so it's as easy as 1, 2... 3. Download it for free by visiting
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