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Too often, I see companies put together lead generation efforts that concentrate on the product or service, and not on the offer. What am I talking about?

Well, let’s say the company in question is selling a $10,000 piece of software. They put together a great plan to interest people in the product by first getting them to sign up for a webinar or white paper. Instead of concentrating on the offer (which would be a free webinar or a free white paper) they talk all about the benefits of their product. Or worse, they concentrate on the features of their product.

Remember my dating metaphor. Don’t get ahead of yourself. You just want a phone number, maybe an exchange of pleasantries at first, not a marriage proposal (ie., a sale). If you concentrate on the offer, you’ll get them interested in that first step. And yes, you can talk about the benefits of your product while you drive interest in the offer–but only if you keep it all in context.

For example, let’s say that you’re particular piece of software helps companies identify stale content on their web site, thereby saving them 50-200 hours a month in manually going through and updating the site. You can talk about this significant cost savings while talking about the free webinar:

Join us for a free Webinar on Thursday November blah and learn how to save $2000-$5000 a month and 50-200 man-hours per month when you update your corporate web site!

If you attract a prospect that’s interested in doing just that, you’re not only putting a lead in your pipeline, but you’re learning some crucial about each and every one of those leads: that they have this problem and are interested in solving it! Instant segmentation!

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