Generate Leads
Once you’ve compiled a strong list of high-probability prospects, the next step in the Master Marketing Formula is to turn as many of those prospects as possible into leads. As I mentioned earlier, a lead is a prospect who has indicated a certain level of interest in what you have to offer. Essentially, it’s someone who has raised his or her hand and said, “I’m interested. Tell me more about what you do.”
Lead generation (or prospecting) is the one step of the Master Marketing Formula where most freelancers stumble. That’s why we’ve dedicated a whole chapter to the topic (Secret 4). For now, just remember that prospecting is merely one step in the process of turning prospects into clients. Just because you have a lead doesn’t mean the lead will become a client. To do that, you must first convert the lead into an opportunity.
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