Skip to main content

Lead generation is one of those activities that everyone agrees on: everyone wants more customers!

But the quality of the lead is very VERY important!

The reason? Well, the reason is simple: customers who are not in line with our buyer persona can easily turn into lost business. All leads need to be managed, all leads require our time to talk to them, understand their needs, and prepare a proposal… and only a portion of them actually convert into customers.

As you all know well, “time is money,” and no one wants to waste their time with low-quality leads.

That being said…

We all know how important it is to profile our buyer persona to inspire our communication strategy: based on the buyer persona, we will choose the media to use for communication, set up profiling systems, and do all the things needed to reach our ideal target.

However, many underestimate the importance of profiling in reverse, i.e., profiling the customer we DON’T want to have because we already know it will be a waste of time for us.

Some marketing tools allow us to “exclude” certain targets through their profiling systems (for example, excluding AdWords Keywords), but this is not always possible.

This is where the Copy comes in!

Imagine a standard funnel:

The user is on a search engine, a social platform, or a website -> sees our ad -> clicks -> lands on our landing page

In this funnel, we have two moments where the Copy is crucial: the ad copy and the landing page copy.

You can be tempted to create ads that are SUPER sales-oriented! To convince everyone, attract everyone’s attention, and show your commercial proposal as the best on the market by creating incredibly catchy copy and creativity.

This might not be the right solution! It’s the best way to trawl and attract those leads that will only be wasted time in their management for us.

Use the two communication tools we talked about earlier (ad and landing page) as a sieve to attract only those leads that have a good chance of turning into profitable business! Use them as a filter that doesn’t let through the customers you don’t want, don’t be hungry to please everyone, try to please only the people with whom to build constructive relationships and leave the others out.

There is then a big difference between positioning the filter at the ad level or at the landing page level:


The ad, depending on the medium used, can consist of pure text, text with images, video…

Each of these elements must be something to reflect on to “tighten” the mesh of your filter and to make it clear not only to whom your proposal is addressed but also to whom it is NOT addressed.

The ad is an extremely important moment for a substantial reason: it is often that moment that separates free activities from paid ones!

Unless your campaign is strategically set up in CPM for some reason (which rarely happens in a Lead Generation campaign), ad display is often free; you pay for the click.

If the “wrong” user clicks, you have wasted the money for that click.

That’s why it’s extremely important to be able to put a first filter at this point. If you don’t do it, wasted money adds up to wasted time.

Landing Page:

It is the page where users land after clicking on your ad.
And it can be internal or external to the website.

Unlike the Ad, here you can really indulge in creativity, it’s all up to you: page layout, colors, fonts, texts, images, you have no limits or space constraints… you have a blank canvas. So use it!

Explain your proposal, and make clear those points that are fundamental in the decision-making process of your landing reader. Don’t leave things “unsaid” that when discovered will drive the prospect away. You will still have wasted money on the campaign, but at least you won’t have wasted time.

A very powerful filter on landing pages is the form.
Some forms are extremely agile (2 fields to fill out… and go), others are very complex.

Which of the two is the better solution?

The answer is “it depends,” but I have to give you some advice, otherwise, what am I writing for?
The advice is this: if you are in one of those situations where a “not aligned” client for you is a problem in terms of time and workload management, then go in the direction of the “complex” form.

A “complex” form has two advantages:

  • It allows you to exclude all those people who don’t want to spend even 5 minutes of their time to get in touch with you, allowing you to move forward only on contacts that show real interest,
  • Through a “complex” form, you can get some preliminary information. Let’s imagine them as columns in an Excel database that tell us a bit about our lead. These are data we can work on, perhaps aided by a CRM: we can sort, filter, create automations, and group into categories to communicate differently.

A form of this type tends to be considered a “stumbling block”. But what for someone is a stumbling block, for someone else is a filter. What for someone is an inhibition, for someone else is a selection.

A “simple” form, on the other hand, is probably the best solution for those who want a human relationship with the lead. There are scenarios in which “talking to someone” is the best way to close a deal… but this, repeated for each lead, takes time. So track everything, use a timesheet, and calculate your ROI if you don’t want to waste money.

In summary: don’t be afraid to choose your customers!
This will allow you to reduce time waste and make business processes more efficient, and, more importantly, it will also allow you to deal with those customers with whom you can give your best.