3. WELCOMETO:
THE ULTIMATE LEAD
GENERATION BLUEPRINT
I have created this blueprint to help businesses learn how to create an
automated lead generation machine. Please take the time to read it in its
entirety and begin to implement the steps in your marketing plan.
If you think this is a great idea but you do not have the time or resources to
implement it … give me a call and I will help you get it done.
4. Intro:
WouldYou LikeTo MultiplyYourBusinessIncome?
Welcome to The Ultimate Lead Generation Blueprint. Thank you for not only
investing the time to read this but most importantly apply it in your business. I'm
confident that you will find quality and value in this guide. Let’s start with the five
critical steps to implementing your Lead Generation Blueprint:
CMI STRATEGIES | cmistrategies.com | 941.822.3325
1
STRATEGIZE: Your Ultimate Lead Generation Blueprint strategy includes
three key elements - VARIETY, FREQUENCY, & CONSISTENCY. This tool
wants to make sure you're reaching the exact same group of people, in
a variety of different mediums (at least 3), at a frequency that will make
an impact, with a consistent messaging. These three elements are
ESSENTIAL to reaching and converting your target market in the most
cost-effective way.
2
FOCUS: As you decide which vehicles to implement, keep a tightly
defined TARGET MARKET at the top of your mind. Select activities that
reach and speak directly with your most qualified prospects. In a world
where we are constrained by limited budgets and plagued by over
stimulation, we succeed by
spending the majority of our resources in a
targeted, focused way. The TRUE MAGIC
in target marketing comes from defining
your market to be large enough to meet
your goals, yet small enough you can
afford to reach them effectively.
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QUALIFY: That brings us to a VERY IMPORTANT aspect of a winning
Lead Generation blueprint—the need to Qualify your prospects
before you even register them into your Lead Generation Machine.
3
4
MEASURE: Once you've decided on your strategy, focus, and
qualification process - be sure to include the Return on Investment
(ROI) you expect
• How many impressions did your campaign generate?
• How many qualified leads are expected?
• What is your conversion to proposal and then sale?
We recommend projecting ROI with both aggressive and
conservative estimates and tracking your actuals as your plan goes
into implementation. This requires a disciplined tracking of "How
Did You Hear About Us" at every level of execution—landing pages,
customer service, sales inquiries, etc. Use Call forwarding numbers
that allows you to Track Every Call and listen to them for details.
5
IMPLEMENT: The final, and possibly most powerful, step to a
winning LEAD GENERATION BLUEPRINT is Implementation. Keep in
mind this phrase “Good Is Good Enough” - it doesn’t need it to be
perfect, just get it out of the door and let start working for you.
8. In order to implement our Lead Generation Blueprint. You need to have
strategies in place. A Strategy is the overall vision of where you want to go and
what value you want to bring and what you want to do.
What is your goal? Let’s start with the 3 M’s of marketing :
PLUS…TIMING
These three M’s will allow you to match your offer with the market demand
MESSAGE
strategy:
implementing the three M’s of marketing
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10. Who qualifies?
What makes them qualify?
What age group are they in?
Are they male or female?
How much money do they make?
What's their job title?
Where do they live?
Why did they buy from you?
What keeps them awake at night?
These questions will help you to identify your market not only at the demographic
level but most importantly at the psychographic level. This is where the real
difference are made, because everyone buys for a reason deeper than superficial
need.
Discover it and you will pass from be a commodity to a real value company in their
eyes. So sharpen your pencil and complete the following phrase:
Your prospect is asking to himself
If I could just…
market
up first–define your market
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12. message
next–crafting your message
What is unique about my product?
What is unique about my delivery?
What is unique about my service?
What industry norms does my company bend or break?
What is unique about my personality?
What is my story?
Who or what are my "enemies"
What is unique about my best customers?
Now let’s begin to craft a message that would call out to the customers most likely to
respond to that uniqueness...and would disqualify the ones who do not. What kind of
Differentiator factor am I talking about?
Do you see a common word in those questions? Unique. That’s what I call your
Unique Selling Proposition (ups). The most important thing that you will do for
your company so far because it will differentiate you from your competitor hands
down.
LONELY HEARTS CLUB (EXERCISE)
Write a "personal ad" that calls out to your perfect customer....here's what a
personal ad looks like in case you haven't seen one in a while...
Single white male seeks passionate single female or divorced female 30-40. Likes to
experiment in the kitchen and elsewhere, travel and theater, concerts and museums.
Please no smokers or heavy drinkers, no drug users.
Do you see how this works? You started with what makes you unique...then you
create a message that calls out to individuals who match that uniqueness. Now, look
over all your marketing material and add this qualification and disqualification
wherever it is missing. IMPLEMENT TODAY.
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14. MARKET
FINALLY–ANATOMYOFAMAGNETICAD
The Anatomy of aMagnetic Ad
1. You have to uniquely positioned your company to provide insight and solve
problems of a very specific nature.
2. Then you will craft a message which calls out to a highly targeted, niche
audience who will best respond to this uniqueness. You have also disqualified
those who would not respond well.
3. Your lead generating FREE REPORT will segment your highly-responsive
customers from the tire kickers.
4. Now you will choose a media that is best suited to reach your specific
audience with this specific message and elicit the response they need to get.
Do you see how message determines market determines media?
Media wise use high traffic& high conversionmedia based upon your trade
Emergency Contractors like Plumbers, HVAC, Electric, etc. should
use PPC advertising (Google, Facebook) and print (Yellow Pages).
Yes, it still works wonderfully, but pssssttt …. keep it to yourself. I
have customers that paid $.50 cents on a dollar in this media and
get their money back multiplied times 3. Home Improvement
Contractors best resources are magazines, direct mail and online
advertising.
Here's what you've done so far...
You've identified your unique selling proposition.
You've crafted a "personal ad" that calls out to customers who would respond
to your uniqueness
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16. This might shock you but you DO NOT have a traffic problem. You might have a
business model problem, an offer problem or a measurement problem, but you DO
NOT have a traffic problem. Here’s why…
What if I told you that every time you get a visitor to a web page or a call you make
$10 in profit? Could you get traffic to that web page? Heck yes you could. You
could pay up to $10 to get a visitor to that web page and still break even. In fact,
you’ll be able to pay more than $10 to get a visitor to that page when you truly
understand the whole value of Ultimate Lead Generation Blueprint (ULGB)
The lesson we’ve learned is that once you understand ULGB you become
unstoppable.
Amazon.com sells on the thinnest of margins knowing that acquiring new
customers, selling them more and selling to them more frequently is how you
become unstoppable. Traffic is not a problem.
Google and Facebook, just to point out the obvious, are lining up to sell you
targeted traffic. You simply need to understand … How to measure what traffic is
worth and how to extract maximum immediate value from that traffic. Tactics are
worthless if you don’t understand the ULGB process.
This is why you are frustrated. You have no context. You have no system. We can
teach you to drive traffic through tactics like blogging, Facebook Ads or email
marketing but first you need to understand the system. The goal, no matter which
traffic source you choose, is to drive prospects into the ULGB Funnel.
Become a master of a single, steady traffic source. Stay focused on that traffic
source and once mastered, add a second and third traffic source. These traffic
sources include…
Your traffic strategy begins and ends with driving visitors into the CVO funnel.
The ULGB Funnel begins with the Lead Magnet…
chooseyourtraffic
Email marketing
Social Advertising
(Facebook/Twitter/YouTube ads, etc.)
Banner Advertising
Blogging
SEO
Print Advertising
Billboards
Direct Mail
Organic Social Media
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18. The Lead Magnet has to be consumed quickly. This is important.
Wherever possible, when we are executing a marketing funnel we want to make the
next offer in the funnel sequence immediately after making the prior offer.
Speaking generally, it looks like this...
offer flow
know which offers to use when
There is (usually) no better time to make an offer than directly after someone has
taken a prior offer. This is why it's important to, if possible, create a LEAD
MAGNET that can be consumed quickly.
If the Lead Magnet is not a quick help and you make a second offer immediately it
doesn’t work well. Why would I buy something from you if I still haven't received
the value from the last offer you made?
This is the same reason we don't advise that you use a book as a Lead Magnet. It
takes too long to consume and will dampen the results of your marketing funnel.
If a prospect takes the Lead Magnet, we make the Tripwire Offer or in
our case an Irresistible offer immediately
If a prospect takes the Tripwire Offer, we make the Core Offer
immediately
If a prospect takes the Core Offer, we make the Profit Maximizer offer
immediately
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20. main offers
the lead magnet
Ok now that we defined the market-message and media, lets get our hands dirty on
the blueprint. First things first, you need to develop and decide your main offer: The
Lead Magnet
THE LEAD MAGNET
Goal is Simple: convert traffic into leads
In order to do that you have to giveaway something; i.e. A FREE report about
keep your house free of ants and rats - A FREE Report of how to save money in
your next roof replacement - A FREE sink and toilet when you remodeling your
bathroom – FREE UV lights and Air filters for a year when you install your new AC
unit - Mow your lawn FREE for the first 30 days with a year contract. You get my
point. This offer is important because it will determine if you will attract traffic to
your website page or not. This report that you are reading is a lead magnet.
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22. main offers
the tripwire
Offered immediately after the Lead Magnet
The Tripwire offer is made to those that have displayed interest through the Lead
Magnet. The Tripwire is an affordable offer, usually between $1 and $20. In
markets selling high-ticket products and services Tripwire offers as high as $500 can
convert well. The goal of the Tripwire is to fundamentally change the relationship
from prospect to customer. The conversion of a prospect to a customer, even for
$1, is magical.
The key is to make a Tripwire Offer that leads are unable to resist. The most
common way to make the Tripwire irresistible is by selling it at cost and, in some
cases, at a loss to you. That’s correct. You are not trying to make a living from
selling Tripwire Offers. You are trying to acquire buyers because there is nothing
more valuable than a list of buyers.
When you understand the rest of the Customer Value Optimization process you will
understand how the Tripwire Offer is the single most powerful addition you can
make to your business — even though you make no direct profit from it.
If you understand and execute this step, you will be
ahead of most of your competitors. Remember,
our first goal is to increase the number of
customers. So far, we have only generated leads
through the Lead Magnet. We still haven’t
generated new customers.
Example 1 : An AC Maintenance
package for $1 a month (12
months contract). You are not
making money, but it allows you to
contact the customer (phone call,
email, mail) and offer them all your
other products as a company they
know and trust with their
maintenance, and that is where
the Money is.
Example 2: Vista Print offers 100
business cards for $ 5. Why? Because
they know after you’re done with them
you are going to request more and pay
regular price. They will also try to sell
you postcards, envelopes, banner, etc.
7 out of 10 Vista Print customers will
quadruple their original investment of
$5 and they will return to them 50%
higher than any other printing provider.
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24. follow up offers
the core offer
After you convert your leads into customers, its time to present your core
offer. Whatever trade, you know what your core offer is . It’s your flagship
product or products.
Most businesses get nowhere by making Core Offers to cold prospects. You’ll
see your Core Offer sales explode with the addition of the Lead Magnet and
Tripwire Offer.
After all, you’ve already had two successful transactions with this buyer.
This is why it’s critical to over deliver with the Lead Magnet and Tripwire.
In some cases, sales from the Core Offer will make you profitable, but it
doesn’t have to. If you follow through on the CVO process, you could take
everything you make from the Core Offer and reinvest it to acquire more
customers. Again, this is how you become unstoppable.
You build a system in which you can spend more to acquire a customer than
your competitors. Your competitors are making a Core Offer and trying to
make a living from it. You don’t need to make a dime from your Core Offer.
It is your opportunity to, for example, spend more on traffic acquisition,
conversion rate optimization or increase the value of your offers.
It might stun you to find out that many of the most successful businesses in
the world make no profit until they reach the next two stages, Profit
Maximizers and Return Path.
“Your competitor’s margin is an opportunity.”
- Jeff Bezos
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26. The Marketing Guru and mentor Jay Abraham said “there are only three ways to
grow a business”:
• Get New Customers (That’s what the Lead Generation Blueprint is for)
• Upsell Them At The Point Of Sale (This is your Profit Maximizer)
• Sell To Them More Often (Your return path)
Most businesses don’t have Tripwire Offers and they don’t have Profit
Maximizers. They live and die selling cold prospects on their Core Offer.
This is why they struggle and you won’t.
You need to figure out which offer you can add-on to the main
product / service that you are selling. Think of the french fries that McDonalds
just sold you at the drive-thru, they are making
more money on those fries that in the hamburger that you
originally ordered. Your profit maximizer will allow
you to Bundle Up your products and be able to
generate more sales from the same customer.
THERETURNPATH
Many businesses do not follow up, they simply don’t know how to or why to.
BIG MISTAKE. When you put your customers into a follow-up system you are
retaining them and converting them ten times better. Remember only 60%
will remember your name after 30 days, less than 30% will remember you
after 6 months. Forget about a year. You are as good as Joe the fly by night
guy contractor. (continued on next page)
follow up offers
the profit maximizer
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28. The Return Path will allow you to keep brand awareness and drive sales, not
sporadically, but systematically. You my friend already have a system.
Now you probably ask…Ok that sound good on paper but what if they don’t
take any action? What if they go to my page and they don’t take my lead
magnet? Or they take the lead magnet but don’t buy the tripwire? Then they
aren’t cascading deeper into the funnel …
That’s where you create a series of Follow-Up actions like:
Email sequences 3 at least
Mail a letter or postcard
Retargeting any time in their computers or cellphones
Give them a call
The money is in the follow up … Let me share with you my 10-10-80 Rule.
This Marketing rule stated than at any given moment in the market when
you are presenting your product, there is 10% of the market ready to buy,
you don’t need to be good, just show up. Another 10%of the potential
customers never are going to buy from you no matter how hard you try.
The remaining 80% didn’t buy now because…they are not ready YET.
They need to be nurtured, followed up with, be in their faces and on their
minds all the time. Do that and you are going to win their business. Why?
Because you are remembered and known.
the return path
continued….
You are at the top 10%of all contractors and if you keep working on this
blueprint you will be at the top 5%of all your competitors
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30. do the math
Ultimate Lead Generation Blueprint is about building unstoppable businesses
by increasing the value of your customers.
The numbers don’t lie:
This is the exact system we apply to every business we consult.
I know why you’re frustrated. You’re frustrated because you don’t know WHY you
are blogging. You don’t know WHY you are using Facebook. You don’t know WHY
you are looking at Google Analytics.
Every one of these tactics is useless without a system.
I’ve held nothing back. It’s all here for you. Application of even one of the steps in
this system will grow your business.
Applying them all will make you unstoppable.
You Make $100 per day today
You now get 3X more customers (Lead Magnet + Tripwire)
You now make $300/day or $109,500/year
You make 3X more profit (Core Offer + Profit Maximizer)
You now make $900/day or $328,500/year
You sell 3X more often (Return Path)
You now make $2,700/day or $985,000/year
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32. CMI STRATEGIES | cmistrategies.com | 941.822.3325
theultimate
lead generation blueprint
DETERMINE YOUR PRODUCT MARKET / FIT
OFFER A LEAD MAGNET
YES
FOLLOW-UP SERIES
YES NO
FOLLOW-UP SERIES
YES NO
FOLLOW-UP SERIES
YES NO
OFFER A PROFIT MAXIMIZER
YES NO
OFFER A CORE PRODUCT
YES NO
OFFER A TRIPWIRE
YES NO
E-MAIL
MARKETING BLOGGING RETARGETING SOCIAL
MEDIA
CUSTOM
AUDIENCE
CREATE THE RETURN PATH
TRAFFIC
SOURCEEmail Print Facebook LinkedIn AdWords SEO Direct Mail Blog Social Media
38. socialmedia
how to leverage it
In the funnel you’ll notice that the starting point of all of this is Social Media. If you
haven’t worked much with these platforms DON’T WORRY we’ll help you out.
The first thing to understand is that Social Media is not just Facebook, Twitter,
LinkedIn, etc. While these are the platforms that you will use it is important to
understand the definition of Social in this realm is … Sharing.
You will use these platforms to SHARE interesting, informative, interactive and
valuable information (or as we call it in marketing … CONTENT). The backbone of
Social Media is sharing and if you are not sharing things that intrigue your audience,
they are not sharing it any further.
So what kind of CONTENT is worthy? Explore options such as these:
Video Series
Webinars
Ebooks
White Papers
Blog Post
Infographics
There are plenty of resources available to you (most are free) to help you create
these different forms of content. All it takes is a little time and research to create
something your audience will find valuable and start to share, which in turn spreads
the word about you and your company.
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40. socialmedia
how to leverage it…Continued
If you have not created any Social Media Accounts START WITH THE BASICS
Facebook
Google +
LinkedIn
You Tube
Twitter
Pinterest
Before you start sharing on your Social Media accounts be sure to do a little bit of
research on each. Understanding how they work will help you to better create
posts specifically for each platform. Not all Social Media posts are fit for all Social
Media platforms
Facebook has a personal and business pages. You have many more tools at
your fingertips if you connect your personal and business pages.
A Google+ account (that is actively used) can significantly help you in
Google Rankings. You can also host free webinars through this platform.
LinkedIn is a great platform for B2B social sharing. It is also a great way to
maintain your professional reputation and find qualified employees.
Videos have quickly become the content of choice for many. YouTube is a
great platform to upload and share any types of videos and/or
commercials.
Twitter allows you to share posts in 140 characters or less. Short sweet
messages along with pictures (TwitPics) make for quick information
sharing.
Pinterest allows you to use Images to promote your posts and websites.
High quality, intriguing images are key for this social media platform.
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42. time management
what is your time worth?
Entrepreneurship is the conversion of knowledge, talent and time into money. Therefore, as
important as it is to know your craft, you have to be able to control your time which is the
only resource you can’t duplicate, increase, pause, buy or borrow. Your time is the only time
that you have, use it properly. In order to understand the importance of your time to your
bottom line, you need to determine how much your time worth and you do it by finding
your Base Earning Target (amount that YOU, not the company, want to make a year as a
profit)
Here is an example, let’s say I want to make $250,000 as a target income, so I need to divide
the amount by the hours you will work in a year, then multiply by 3. (Why? Because only 1/3
your time is directly related with my income: selling, presenting, collecting, etc. The other
two thirds are other “stuff” that just does not add to your bottom line: administrative work,
meetings, billing, buying supplies, etc.
The Exercise looks like this: Base Earning Target ($250,000/2000 hrs. = $125x3=$375 hour)
So now here is the critical part, you need to take the number in the case above $375 per
hour and place it everywhere until it is engraved in your subconscious. Then anytime that
something comes up, a person wants to talk to you and schedule a meeting for example; you
need to ask yourself this question: Is this thing, task, chat, person, whatever worth $375 of
my time? Yes or No.
If it’s no - delegate, cancel or delay. Your success is in direct correlation on what you spend
your time on. Surround yourself with people who understand and respect the value of your
time and behave accordingly. Stop interruptions to multiply your productivity. There are
many reasons for these interruptions and almost none of them have to do with necessity,
therefore:
Get Lost: Being inaccessible, have an office outside of your house. If they can’t find you
they can’t interrupt you.
Don’t answer the phone: There’s nothing happening on earth that can’t or won’t wait an
hour or two. Filter inbound calls. Create a VIP list and give it to your assistant and enforce
it.
Get a grip on Email, Texts and Faxes: Choose a method that you can control and don’t let
it control you.
SET THE TIMER ON THE BOMB: Make all your phone calls with start and end times. Any
incoming and unexpected calls, set an exit time first.
Be busy and be obvious about it
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44. time management
continued
The number-one most powerful discipline in all of the world is PUNCTUALITY! It provides
personal power (positioning) to expect and demand others treat your time with utmost
respect. Your customers will judge you based upon on the impression you give them at the
beginning
DO NOT BE LATE
Self-Discipline is the magic that makes you virtually unstoppable. Having and commanding the
respect of others is a tremendous advantage in life. Having a sense of superiority over others
is another power producing edge created by Self- Discipline.
In business a lot of things can advance if you:
Show up
Show up on time
Show up on time, ready to work
While preparing your morning, day, week or month keep these techniques in mind for better
time management that will inevitably lead to better success.
The Ten Time Management Techniques:
1. Tame The Interruptions
2. Minimize Meetings
3. Practice Absolute Punctuality
4. Make and Use Lists
5. Fight to Link Everything to Your Goals. You Must Fight to be Productive.
6. Tickle the Memory with Tickler Files.
7. Block Your Time: Make an inviolate appointment with yourself for creative sessions,
marketing sessions, and work out sessions.
8. Minimize Unplanned Activity: Schedule your day by the half hour from beginning to end.
9. Profit From “Odd” Time (i.e. commuting, waiting, flying, etc.): Have educational CD’s on
your car, have YouTube teaching something while you wait. After 7 to 21 repetitions of the
same message it will automatically imbed.
10. Live, Off Peak: Avoid those places or times that everybody goes somewhere. Avoid traffic,
lines , deadlines, etc. When you take note of these things, you can save a lot of time and
avoid a lot of frustration.
Follow these instructions and you will be able to Turn Time into Wealth
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45. SUCCESS STORIES
HEAR WHAT OTHERS HAVE TO SAY
“Our company implemented the Ultimate Lead Generation Blueprint 5
months ago, we really thought this was going to be another one of
those tools that we bought and it never helped us. Gladly I was
wrong, not only did we increase our volume of customers but most
importantly we are selling them three times more that we did before”
- Allen, Alvic Appliances Repair
“I never advertise and I’m even less likely follow up, and my business
was dying… after I met Javier and his team and they implementing
this Lead Generation Blueprint. I have a consistent flow of new
customers that we are able to follow up with and upsell them all the
time. My customer value increase 3 times”
- Rusty, American Leak Detection
Tell us what you think after you’ve implemented
Send it to javier@cmistrategies.com
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46. 3 CRITERIAS TO FOLLOW
WHEN HIRING A MARKETING CONSULTANT
DO NOT Hire A Marketing Consultant Unless They Meet The Following:
One
Ask the consultant about their experience with
businesses like yours. Have they worked with
contractors before?
two
Ask the firm how many times they’ve performed
the services that they are offering you. (i.e. How
many PPC Campaigns have they ran?)
three
What kind of guarantee do they offer you with their
marketing program? Results? Money Back?
On the next page I’m giving you a glimpse of our Marketing System that has
been prove effectively for hundreds of small business owners like you.
CMI STRATEGIES | cmistrategies.com | 941.822.3325
47. Aglimpse…
of cmi’s marketing system
STRATEGY
Market Message Media
CONTENT
Online Assets Offline
FUNNEL
Lead Magnet Trip Wire Core Offer Profit Maximizer Return Path
FUNNEL
Adv. SEO PR Email Referrals
Social
LEAD CONVERSION
Prospect Present Nurture
Transact Refer
PLANNING
Priorities Org Development Marketing Calendar
KPI Dashboard Budget Process
PROJECT IMPLEMENTATION
MARKETIN
G
MATERIALS
SOCIAL
MEDIA
ROUTINE
PR
CAMPAIGN
PARTNER
PLATFORM
NEW
CUSTOMER
ORIENTATIO
N
REFERRAL
PROGRAM
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49. ABOUT THE AUTHOR
JAVIERCHERO
Javier is the founder of CMI Strategies a Sarasota based firm
specializing in Marketing Consulting Services.
He has invested the last 25 years developing, implementing and
optimizing strategies for over 2500 companies in over 50 different
industries around the world. His experience has allowed him to
understand the virtues of creating a system that can work
automatically for businesses.
Since its creation this tool has provided hundreds of customers to
those he has implemented this for and generated over $3,977,063
in sales for them in less than 6 months, now is yours for FREE!
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