Lead Generation

The Henry Ford and Thomas Edison Guide to Marketing Automation

Yesterday I said there's one thing you should automate first… and one thing you shouldn't automate at all.

Yes, I know I shattered dreams of a push button client making system for many of you around the globe.

But you're not here for pipe-dream non-sense…you want the truth.

Here it is:

First, be like Ford.

Create an assembly line.

Use it to turn known prospects into fully assembled clients.

(Watch my Clients On Autopilot webinar…pay attention to the bit about the "Pool of Prospects"…this is your assembly line.)

Build a small, but reliable line at first…

The important thing is to have somewhere to put leads/prospects, where you know they won't be forgotten…because you designed a *system* to make sure they're not forgotten.

Lots of businesses attract lots of leads, but have no client assembly line. The assembly line makes the money. Get one.

But before you get too carried away building an elaborate automated assembly line, remember you've got to supply it with leads.

To get leads you've got to be like Edison.

In the process of inventing the incandescent light bulb, Edison famously said "I have not failed. I've just found 10,000 ways that won't work."

And he found ONE that did.

And so goes the process of lead generation.

You've got to be willing to experiment, like Edison. Every campaign is a test. Many times your test will show you how not to get a lead.

Test enough, and you'll find one way that works. Then another…the more the better.

But you can't automate experimentation.

When you find a way to generate leads that works you CAN automate the operation of that method. (When Edison figured out how to make the light bulb, he quickly automated the manufacture of them.)

But not the experimentation.

There's always lots of debate over which to attack first…follow-up (on autopilot) or lead generation (experimentation).

My recommendation…

Build your "client assembly line" first (even if it's quick and dirty).

Use the time you've freed to work in the lab.


Need help? Go here: stevegordonmarketing.com/strategysession

How to completely automate your marketing

Want fully automatic…push a button and get clients…marketing? Good…

Me too.

Too bad…it doesn't exist. (Plot twist! The "Clients On Autopilot" guy just said…automatic marketing doesn't exist…gasp!)

Here's the deal.

You can't automate ALL of your marketing.

No way…impossible.


You're shooting at a moving target. The market moves. You move with it. (No way to automate that.)

So what in the world do I mean by "Clients On Autopilot"?

At it's most basic level, I mean "you know specifically what to do TODAY to attract more clients." I know it sounds silly…but it's far from trivial.

Most business people have no earthly idea what (as in Step 1, Step 2, Step 3) to do TODAY to get a client.

So you wake up…and go find something else to do in your business…something that's easier.

So pull out pen and pad…what should you do today to get a client (I'll wait).

Here's some ideas:

  • Call copywriter to start a direct mail project.
  • Send an email to your list (but what to write…)
  • Make 10 cold calls.
  • Research 10 websites to place a banner ad.

Each of those could lead to getting clients. Which one should you do?

I find that's where most get stuck. Too many options.

But if you've got an Autopilot Marketing System like I build for clients…you know exactly what to do today, tomorrow and the next.

As with most things, knowing what to do is harder than doing it.

Now, just in case I've dashed your hopes of having an automated way to get clients, hold on…

Tomorrow, I'll share exactly what you should automate…and what you should do with all the extra time you'll have.


The Ambitious Sower

In the Bible there's a story of an ambitious sower. I first heard it spoken by the late great Jim Rohn and it goes like this… “A farmer went out to sow his seed. As he was scattering the seed, some fell along the path, and the birds came and ate it up.

Some fell on rocky places, where it did not have much soil. It sprang up quickly, because the soil was shallow. But when the sun came up, the plants were scorched, and they withered because they had no root.

Other seed fell among thorns, which grew up and choked the plants. Still other seed fell on good soil, where it produced a crop—a hundred, sixty or thirty times what was sown.” --Matthew 13:3-8

The point of the story is this:

To be successful you’ve got to plant lots of seeds with potential clients.

Some will be snapped up by competitors.

Some will lack the commitment or capacity to buy from you.

Still others will be overrun by information, drown in confusion and never buy.

But, if you are an ambitious sower. If you consistently plant new seeds, some will fall on good soil...some will be your IDEAL clients and will produce 30, 60 or 100 times what was sown.

The key to marketing and business success is consistently planting new seeds. Then nurturing those that fall on fertile ground until they are ready for harvest.

This week I was interviewed by Scott Stroud of Builder Radio on lead generation…planting seeds. I shared lots of good stuff and you can listen to the interview here.


marketing consultant steve gordon

P.S. For help implementing the ideas I shared in the interview click here.