1. Special Report: Lead Generation Guide and Tip Sheet for the Affluent
Consumer Market
From: Nicholas Loise, RSVP Chicago
847-939-6065, nick@rsvpchicago.com
Introduction:
One of the fundamental problems most business, entrepreneurs and
sales professionals face is the generation of new leads. Without a systematic
supply of leads they face a never-ending and energy zapping battle to
generate more sales and sufficient cash flow for the business to survive.
There are only four ways to increase revenues and drive sales:
1. Increase the number of customers with more leads coming in to the
business at all times.
2. Increase their frequency of purchase.
3. Increase the total value they spend.
4. Create new products and services for them to purchase from you and to
bring new customers into the business.
This is it there are no other ways.
If you are a restaurant and you want to increase your sales you do it
by increasing the number of customers that come through the door every
day. You do it by bringing them back more often. And you do it by
increasing their average check size.
If you painter you do it by: Increasing your number of jobs that you
do. You paint their home more often i.e. the inside this year, the outside next
year. You increase the total value by adding new products and services i.e.
Crown Molding, Deck Refinishing etc.
There are no other ways to increase your revenues. No there are other
ways to increase profits and that is for another report. This reports focus is
on lead generation and the creation of a system to drive lead.

2. It All Start With A Lead
If everyone is Your Customer You have NO Customers
The first step in your Lead Generation Journey is to target your ideal
customer. Here you should be creating and ideal Customer Profile. The best
way to do this is to:
First, rank your customers by the most profitable, best source of
revenues, easiest to do business with and highest source of referrals.
Second, look for patterns and characteristics, traits, patterns.
Identify the key attributes of them, are their links.
Now you are ready to clearly define your target market. Once you have them
defined you need to answer the following questions:
• What keeps them up at night about your product or service?
• What are their fears about your product or service?
• What do they look for in your product or service?
• What motivates them to buy your product or service?
Now we need to create your companies USP (Unique Selling Proposition)
Here you need to answer the following question:
Why should I (your target market) do business with you versus all my
other options and choices including doing NOTHING.
Along with our USP we also want to create our Value Proposition, as it
takes shape it should be focused on:
o How it resonates with your ideal customer profile.
o What issues, problems do you resolve?
o What solution do you bring to them?
o Your ideal customer must know the difference between opting
for your solution vs. doing nothing at all.
o Your customer must be convinced that you represent the best
solution!

3. Lead Generation Process
Once we have the above homework completed we can start our lead
generation process.
Here we want to distinguish between the two types of lead generation. One-
step and two-step lead generation.
One Step Lead Generation is an immediate call to action. Such has call
today for our services. Make your reservation today. Call today for a free
quote or estimate. (You should get the idea.)
Two Step Lead Generation is a call for a widget, or a softer call to action.
This looks like: Call today for your Free Report on the Secrets that Home
Improvement Companies Don’t Want You to Now. Or Caution! Don’t Hire
a Contactor Before Your Call for Our Free Report Today.
You can also incorporate a free-recorded message for video blog or another
source of media for them to opt into your lead generation system.
The best is really a combination of the two steps that way you capture all
immediate buyers and the secondary buyers that are still in the evaluation or
information gather stages are brought into your system also.
The Next Most Critical Step:
Once the lead in captured you either close them our place them into a follow
up system. Here you want to touch them has many times as possible in has
many ways has possible. Your want to create systems and process that
ensure you are set up to be positioned as the expert and only choice.
The follow up system can be automated through ACT, Sales force or
Goldmine or other CRM programs.
Here is a sample follow up system:
1. Inbound Call
2. Initial Meeting and Needs Assement
3. Thank you letter from first meeting.
4. Email newsletter goes out.

4. 5. Postcard
6. Sales letter with Free Report
7. Second letter.
8. Hardcopy newsletter
9. Postcard with different message.
10.Follow up phone call
11. Continue all steps
The key is to follow a system and continue to follow up on your leads over
and over. And to keep the in a follow up/touch systems. Some systems that
we have created for our clients have has many of 21 touches.
Filling the Funnel With Leads
We are now ready to fill our funnel with leads. The first step is to do the
methods that we have done in the past to reach our target market. DO
WHAT WORKS rather than chasing the SHINY NEW THING.
Secondly we will pick some lead generation methods from the listing in the
bonus section of over 100 lead generation techniques. (If we would like help
with implementation or selection please contact us at 847-939-6065 or email
me at nick@rsvpchicago.com)
I would like to highlight some of my favorite cost effective and those that
are seldom looked at. Please look at the bonus section for the entire list
1. Complementary Partner Referrals: Work with partners that sell to
your target markets and share leads and referrals. Also send endorsed
letters to each other list from the other partners. (This is also referred
to host/parasite relationship.)
2. Links and Posting on websites with other partners and entrepreneurs
that have the same target marketing has you. This will be each other
more traffic.
3. Free Reports and Mini Course. Something that helps your target
market solve problems
4. Teleseminars, Webinars, Free Recorded Message You Tube Videos.
Let technology sell for you.
5. Follow Up Multi Touch System. You may need to touch your target
market and leads multiple times.
6. Farming a small group of target market homes/business. Do multi-step

5. mailing to a small highly targeted group of you best targets most
converted list of clients.
7. Past Customer Appreciation Events and Bring a Referral. Host an
event and have everyone that is to attend to bring a referral.
8. Referral Program. Having a detailed program to garner referrals
9. Strategic Alliances: Here you and another party enter into an
agreement that you are going to sell each other services.
10.Direct Mail and Co Op Mailing. Here I saved the best for last (plus a
shameless plug for RSVP Chicago.) This is one of the most cost
effective methods to drive leads into any business.
In Closing:
At the end of the day you need to drive sales to your door, phones to ring or
customers into your restaurant and shop. We have a saying that simply states
our CODA “Nothing Happens until Somebody Sells Something.” With us
that somebody is you our advertisers.
Direct Mail should be part of every companies marketing mix. It is the most
cost effective way to create leads and sales for any companies.
The Next Steps
We wish you well on your journey to serving this wonderful market. You
should go on many field trips to those that have done it well and those that
need some help along the way. Learn for everyone, create your own
community. Listen and learn do the best you can. Pick yourself up when you
make a mistake and learn from it.
We at RSVP Chicago are here to help if we can be of assistance of if you
would like more information about our products and services please contact
us at 847-939-6065 our website is www.rsvpchicago.com. If you would like
any other of our free reports or informational products please contact us.
Follow me on twitter.com/nicholasloise or Facebook.com/RSVPChicago.
You mail also email us at nick@rsvpchicago.com
Dedicated to helping your businesses grow
Bonus Section (The Goal is to use as many of these as you can.)

6. Ways to Fill Your Funnel by Creating Your Lead Generation Arsenal and
Checklist. Circle all that you do.
1. Direct Mail
2. RSVP Co-Op Mailings to Affluent Homeowners
3. Radio Interviews
4. Newspaper
5. Search Engine Optimatization
6. PPC
7. Mobile Marketing (text messaging)
8. Mobile Billboards
9. Samples
10. Bus Wraps
11. Host/Parcite Relationships
12. Leads Groups
13. Partnership Relationships (they sell to your clients also but are not
competitiors.)
14. Trade Shows
15. Community Trade Shows
16. Inserts Newsletters (homeowners associations, chambers others)
17. Yellow Pages
18. Local Newspaper
19. Free standing interests
20. Co-Op Mailing like Money Mailer (low end)
21. Internet Listing like The Best of Chicagoland, Best of Park Ridge
22. Goggle Ad Words
23. Website sign in page
24. Links with other websites
25. Old leads of competitors
26. Lead Boxes
27. Auto Responders
28. Local Community Magazines
29. Flyers
30. Coupons
31. Goupon Like Websites
32. Daily Deal Websites
33. Give Away
34. Public Relations
35. Speeches
36. Write Articles and post online or submit to local papers
37. Cable Spots
38. Outbound Message recorded messages
Social Media here you want to be active an also look at advertising
39 Face book

7. 40. Twitter
41. My Space
42. Link’d In
43. You Tube Videos
44. Chamber Events and Meetings
45. Networking Events
46, Audio Brochure
47. Video Brochure
48. Infomercials
49. Newsletters (Email and Hardcopy)
50, Fax on Demand
51. Telemarketing
52. Appointment Setters
53. Celebrity Appearance
54. Customer Loyalty Programs
55. Holiday Cards
56 Sport Related Promotions
57. Big Discounts Special Sales
58 Customer Appreciation Red Tag Sales and promotions bring a referral
59. E-book
60. Creative Premiums
61. Sales Letters
62. Tear Sheets
63.Seasonal Tie In
64. Window Displays
65. Free Magazines
66. Press Release
67. Clubs and Memberships
68 Continuity Programs
69. Sales Reps
70. Ambassadors Programs
71. Follow Up Systems
72. Sign on Vehicles
73. Charity Donations/Giveaways
74. Affinity Groups
75. Joint Ventures
76. Testimonials
77. Free Recorded Messages (Inbound)
78. Postcards
79. Lumpy Mail
80. Referral Programs
81. Door Hangers
82. Special Events
84. Speeches
85. Workshops
86. Cold Calls

8. 87. Networking with sources (CPA, Lawyers, Business Brokers)
88. Radio Advertising
89. Cable Advertising
90. Write Articles and post on article websites
91. Parties and Events
92. Customer Appreciation Parties to bring a friend
93. Craig’s List Ads
94. Classified Ads
95 Local On line listings like Yodle
96. White Papers
97. Implement a follow up system
98. Thank you cards
99. We want you back campaigns
100. Teleseminars
101. Affiliate Programs
102. Free consultation programs
103. Complementary Partner Referrals
104 Strategic Alliances
105. Blogs
106. RSS
107. Podcast
108. Landing page and squeeze pages
109. Email (1:1 and 1 to Many)
110. Banner Ads
111 Internet Radio Shows and Advertisements
112. Self Mailer
113. Personal Letters
114. Endorsed letters and mailing
115. Host Parciate Relationships
116. Card Decks
117. Write a book
118. Informational Products
119. Killer Outlandish Guarantees
120. Direct Response advertising
121. Outbound Recorded Messages
122. Angles List
123. Yard Signs
124. Direct Mail
125. New Mover Program
126. Sponsoring Events
127. Outbound Fax Program
128. Speeches
129. Pass out flyers and postcards
130. Advertorials (in newspapers and direct mail)
The RSVP Advantage

9. Providing Your Company with More Sales Leads
We will Prove It!
With the RSVP Direct Mail to the Affluent Advertising Program, your company
will receive an entire campaign designed to help drive clients to your business.
We Provide You with for pennies per home:
• A Response driven postcard beautifully designed
• Printing
• Postage
• Mailing list acquisition
• 1,000 bonus postcards created with the same or a different
message. We provide you with a list of 124 ways to use
them to drive more sales to you door.
• Internet listing on RSVPChicago.com
• Email Blasts
• RSVP reader responses leads
• Names of our readers that want to do business with you
to add to your in house database.
• RSVP Marketing Program Guide
• RSVP Quick Start Guide
• Instant Promotions off our our Website
• Free Lisiting and PPC from the Best of Websits
• The ability to fit into any marketing budget.
Who we Target (Our Demographics):
The selection of a target market is the most important step in any successful
marketing campaign and strategy. RSVP Chicago will mail your postcard to
homeowners with:
• Average home values over $425,000
• Incomes in excess of $125,000
• 84% are between the ages of 34 to 64
• 85% of our mailers is open and acted on by women.
• They dine out at least two time a week
• Own at least two cars
• Travel Frequently
• Have money to invest and make home improvements
• Are looking for services and goods to make their lives easier
Call today to get our mailing program started for you
(847) 939-6065 or email me at nick@rsvpchicago.com.
More Leads-Bigger Sales- We’ll Prove It

10. Notes: