Get Creative As You Prospect

Key Questions

When choosing media, ponder the following:

• Do you have a “hero” product that can stand on its own, or are you going to focus on lead generation? With a hero product, consider options such as a 30-minute infomercial.

• How much selling space and time do you need? Is the offer you plan to make free lead generation, low priced and impulsive, or higher priced? The answer will help you determine such decisions as whether to use a postcard, envelope or a solo mailing.