The E-Myth Mastery Program Lead Generation Channels

Module 7: Foundations of E-Myth Lead Generation

Business Development Process: LG-0020

Lead Generation Channels Checklist

Think about the real, day-to-day lives of your target customers. Use this worksheet
to identify those channels that are the best “fit” with those customers.
TARGET MARKET
CHANNEL COMMENTS CHANNEL COMMENTS

PRINT ADVERTISING EVENTS &

! Newspapers PROMOTIONS
! Magazines ! Business Conventions,
Trade Shows
! Newsletters (external)
! Fairs, Exhibits
! Trade/Organizational
! Contests
Directories

! Telephone Directories ! Premiums/Novelties

(calendars, note pads,
! Catalogs, Brochures, key chains, magnets,
Flyers etc.)

BROADCAST/ PUBLICITY,
ELECTRONIC PUBLIC RELATIONS
ADVERTISING ! Press Releases

! Television ! Feature Articles

! Radio ! Product
Announcements
! Facsimile
! Newsletters (internal)
! Internet

DISPLAY/OUTDOOR ! Speeches

ADVERTISING ! Seminars

! Signage ! Annual Reports

! Billboards ! Community/Charitable
Events
! Placards
! Charitable Donations
! Posters
! Sponsorships,
! Bumper Stickers Endorsements
! Vehicle Signage ! Alliances with Other
Businesses
! Vehicle Advertising
WORD OF MOUTH
DIRECT RESPONSE
! Direct Mail ! Spontaneous Word of
Mouth
! Telemarketing
! Referral Programs

! Testimonials

This document is confidential and proprietary to E-Myth Worldwide and cannot be used, disclosed or duplicated without the prior written consent of E-Myth Worldwide. This is an
unpublished work protected by federal copyright laws and no unauthorized copying, adaptation, distribution or display is permitted.
The E-Myth Mastery Program Lead Generation Channels
Module 7: Foundations of E-Myth Lead Generation
Business Development Process: LG-0020

Lead Generation Channels Cost &

Coverage Evaluation
A B C D E F G
CHANNEL COST OF ONE COMMENTS REACH OF ONE COST PER PERSON COVERAGE PREFERENCE
“PLACEMENT” “PLACEMENT” REACHED B ÷ D D ÷ TARGET RANKING
POPULATION

This document is confidential and proprietary to E-Myth Worldwide and cannot be used, disclosed or duplicated without the prior written consent of E-Myth Worldwide. This is an unpub-
lished work protected by federal copyright laws and no unauthorized copying, adaptation, distribution or display is permitted.
The E-Myth Mastery Program Lead Generation Channels
Module 7: Foundations of E-Myth Lead Generation
Business Development Process: LG-0020

Lead Generation Channels

Subjective Criteria Evaluation
DEGREE OF DEGREE OF ABILITY TO
CHANNEL FIT WITH FIT WITH USE THIS IMPACT CREDIBILITY INTIMACY OTHER PREFERENCE
TARGET COMPANY CHANNEL RANKING
MARKET IMAGE & EFFECTIVELY
OBJECTIVES

This document is confidential and proprietary to E-Myth Worldwide and cannot be used, disclosed or duplicated without the prior written consent of E-Myth Worldwide. This is an unpub-
lished work protected by federal copyright laws and no unauthorized copying, adaptation, distribution or display is permitted.
The E-Myth Mastery Program Lead Generation Channels
Module 7: Foundations of E-Myth Lead Generation
Business Development Process: LG-0020

Lead Generation Channels Selection List

List the channels you have selected for lead generation in order of preference:

TARGET MARKET __________________________

CHANNEL COMMENTS

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

This document is confidential and proprietary to E-Myth Worldwide and cannot be used, disclosed or duplicated without the prior written consent of E-Myth Worldwide. This is an unpub-
lished work protected by federal copyright laws and no unauthorized copying, adaptation, distribution or display is permitted.
The E-Myth Mastery Program Lead Generation Channels
Module 7: Foundations of E-Myth Lead Generation
Business Development Process: LG-0020

Lead Generation Budget Planning

Make several copies of this worksheet before beginning.
In the channels column, list the specific vehicles you’re considering after each general type. For example, if you’ve
determined radio, newspapers, and trade shows are your preferred channels, list the specific radio stations, the specific
newspapers, and the specific trade shows you want to use. Then complete each column of the worksheet for each of those
specific vehicles.
Also try out different options for each specific vehicle. For example, will your budget for using the Daily Gazette be
based on a half page, two-color ad placed once a week using an outside artist to develop or on a sixteenth of a page,
black and white ad placed every day and developed entirely in-house?
Try out as many options as you can, completing columns A through E. Then, with a complete view before you of how
much money you need for the various channels and how much you have available to spend, complete column F and find
the total. If the total of column F is more than the total dollars available indicated at the top of the page, you’ll either
have to go back and revise your channel decisions (fewer placements, lower development costs, less costly channels, etc.)
or find more budget dollars to spend.
TARGET MARKET __________________________

TOTAL DOLLARS AVAILABLE ___________________

A B C D E F
CHANNELS, DEVELOPMENT COST PER NUMBER OF TOTAL DOLLARS MONEY
IN ORDER COST PLACEMENT PLACEMENTS NEEDED ALLOCATED
THIS YEAR B + (C X D)

Total:________________
This document is confidential and proprietary to E-Myth Worldwide and cannot be used, disclosed or duplicated without the prior written consent of E-Myth Worldwide. This is an unpub-
lished work protected by federal copyright laws and no unauthorized copying, adaptation, distribution or display is permitted.
The E-Myth Mastery Program Lead Generation Channels
Module 7: Foundations of E-Myth Lead Generation
Business Development Process: LG-0020

CHANNEL COMMENTS COST ACCOUNTABILITY TIMING

Controlling Calendar Template

ITEM

This document is confidential and proprietary to E-Myth Worldwide and cannot be used, disclosed or duplicated without the prior written consent of E-Myth Worldwide. This is an unpub-
lished work protected by federal copyright laws and no unauthorized copying, adaptation, distribution or display is permitted.