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Gaining The Lead

3 areas you can't afford to ignore when it comes to the all-important lead.

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This story appears in the October 2008 issue of Entrepreneur. Subscribe »

Generating leads is a numbers game--and a momentum game. You must generate and convert a steady stream of leads to grow your business. That said, there's no one magic way to generate a ton of leads. For some businesses, there are better ways. But on the whole, long-term effective lead generation comes down to finding the right balance between advertising, PR and a systematic approach to referrals--what I like to call the lead generation trio.

Over time, the most successful businesses employ numerous advertising, PR and referral tactics simultaneously to generate leads. You need to employ all three to generate the right kinds of leads--the kinds that are ideal for your business and that come to know, like, trust and fully understand your core marketing message.

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