The Lead Generation Handbook: How to Generate All the Sales You'll Ever Need -- Quickly, Easily, and Inexpensively (Hardcover)

by Robert W. Bly (Author) "Since you're reading this book, chances are you already know what a lead is, and you're looking for information to help you generate more leads,..." (more)
Key Phrases: free booklet offers, benefit statement script, reader service number, New York, Domain Name, Empire State Building (more...)

Editorial Reviews

Product Description
THE LEAD GENERATION HANDBOOK How to Generate All the Sales Leads You'll Ever Need -- Quickly, Easily, and Inexpensively

All businesses need sales. But you can't get sales without getting leads first. This is a comprehensive guide to multiple marketing techniques for generating sales leads in every imaginable way.

Filled with samples, forms, worksheets, and other ready-to-use tools, the book covers direct mail (letters, postcards, entire packages, and more) * telemarketing * inquiry advertising * publicity and public relations * seminars and presentations * trade shows * the internet * CD-ROMs and more! Bob Bly explains how to design a lead-generation campaign, create an irresistible offer, monitor and measure results -- and how to turn those leads into sales!

ROBERT W. BLY (Dumont, NJ) is a copy consultant and author specializing in business-to-business marketing. He has written lead-generating materials for IBM, AT&T, Grumman Corp., UniSys, and many other leading companies.

Product Details

• Hardcover: 336 pages
• Publisher: AMACOM; illustrated edition edition (August 19, 1998)
• Language: English
• ISBN-10: 0814403638
• ISBN-13: 978-0814403631
• Product Dimensions: 10.3 x 7.3 x 1.1 inches
• Shipping Weight: 1.7 pounds
• Average Customer Review: 4.0 out of 5 stars See all reviews (3 customer reviews)
• Amazon.com Sales Rank: #1,400,822 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

17 of 19 people found the following review helpful:

5.0 out of 5 stars Great book by noted marketing consultant, August 22, 1998

By	John C. Dunbar (Sugar Land, TX United States) - See all my reviews (REAL NAME)

Robert Bly puts out great marketing books... and this is no exception. He is particularly great in this book when he talks about business-to-business marketing. He covers how to make "offers" in your copy... particularly the tried-and-true "Free Booklet" offer. You will become an expert in these after reading this book. I also very much liked the section on marketing via seminars... and even marketing on the internet. I didn't bother reading the telemarketing chapter as I have his telemarketing book that was recently published. I recommend you pass on the telemarketing book... but DEFINITELy get this book. I have heavily underlined my copy. Here's a quick quote from his book on audio cassettes: "Audiocassettes are the easiest and least costly audiovisual medium to use as information bait pieces. Some marketers using audiocassettes think that briefer is better and limit the message to 10 or 20 minutes. But if the tape contains pure, useful information, it can be much longer. I have been successful promoting both my seminars and my consulting and copywriting services using cassettes on marketing and sales topics that are 30 to 90 minutes long." He goes on to point out that cassettes can be used to promote (sample) seminars at less than $1.50 per cassette. OK, there's lots of good stuff here. Well worth the $60. Bly is greatest in the printed mediums... but also understands how to integrate the other mediums quite well. He's just not an expert on telemarketing. Again, this book is rated a "MUST BUY." He is the master of the "Send for Free Booklet" offer... and that's what sales leads are all about. John Dunbar, Dunbar & Co.

8 of 11 people found the following review helpful:

2.0 out of 5 stars This Book is Getting Old, January 24, 2001

By	Jim Ward "brainsell" (Ipswich, MA USA) - See all my reviews

If you've read some of Robert Bly's other books on Direct Mail --you've read this one. As for chapters other than on Direct Mail, such as "Lead Generation on the Internet", I get the impression that this was written 10 internet years ago. Bly has some good points but you might want to look at his other books in paperback that will be more cost effective.

5.0 out of 5 stars Lead Generation, June 25, 2007

By	Joe Heller "Heller International" (Houston, TX USA) - See all my reviews (REAL NAME)

I speak around the world on lead generation and marketing strategy. Bob as with his other books did an outstanding job crafting "The Lead Generation Handbook" to give you a roadmap on how to master lead generation.

There are few resources I can think of where you can "easily perfect" your lead generation techniques for Business to Business marketing.

Bob gives you a step-by-step plan that anyone can follow in their quest to excel at creating leads for their products or services.

Joe Heller, Trust Cycle Selling