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The two most important things for quality lead generation are what you say and who you tell; although not necessarily in that order. You'd think that was quite obvious, but not so!

So many businesses spend hours writing really good ads that fail for no other reason than that they were not targeted for lead generation.

Here is an example of some extremely effective beermats being used by a company in Manchester (U.K.)
The quality of every lead and it's generation by these beermats is almost two and a half times these response figures because it's placed in Sports and Social Clubs. 
                                                                                         
                                                                                                   Advertising Response
    

Television                                         22.70%   

Radio (local)                                       1.87%   

Flyers                                                  0.31%

Promotional/Sports sponsors etc.   8.80%

Local Newspapers                            2.14%

Beermats                                        11.10%

Response figures for Advertising media

That has been specifically targeted to

A researched audience and or catchment

Area, applicable to the product or services

Advertised.

The response to generic advertising

Will of course be significantly lower.

Other effective media figures not available.

Artwork for example only, contact details changed  

Quality lead generation only comes from targeting specific audiences. 

Many businesses believe wrongly that price is the determining factor when people make a purchase.

Yes of course if you are a supermarket selling high volume items then price is an effective factor along with ease of parking etc. etc.

But consider this, if price was the determining factor in what we all purchase there would be no reason for; first class tickets or metallic paint on our cars and who amongst us would visit a dentist simply because they were the cheapest around?

In advertising many factors must be considered but for quality lead generation who we tell and what we say are the most important.