always will be.   Each of these psychological triggers compels the average person to take action. Using these triggers in a powerful small business "advertorial" (a cross between an advertisement and editorial article) advertisement will bring in high quality leads.   The Five-Step Lead Generation System   Follow these five steps closely to develop your business "Ultimate Lead Generation System." Each step is significant, so take the time necessary to do it right.   STEP 1: Find Out Why People Buy From You   List the three most compelling reasons why your customers buy your product or service. Take the time to ask your salespeople and even your customers to find out the true problems they are trying to solve when customers buy from you.   STEP 2: Create a Special Report   Your special report should provide "insider" information that the average prospect would not know. It should be highly educational and should NOT contain "sales" information. Your special report could be a written report, an audiocassette, a video, or a CD-ROM.   Create an exciting title for your report. The best pulling titles (from my personal experience) start with "How To," use numbers, and are framed to avoid the fear of loss. For instance, "How To Avoid Six Common Income Tax Mistakes that are Costing You Thousands of Dollars."   STEP 3 - Develop a Direct Response Advertisement   Create a small ad that looks just like a newspaper article that includes the following elements:   Element # 1. A strong compelling headline. Hint: Use the same headline as your special report.   Element # 2. Identify the problem in the first sentence. For instance, "85% of Chicagos small business owners are losing thousands of dollars every year by making dumb income tax mistakes..."   Element # 3. Announce the solution to their problems by offering your special report. You might say, "Recently a new special report was released that identifies what these income tax mistakes are and gives a simple step-by-step explanation about how to avoid them.   Element # 4. Tell people how to get your report and what benefits theyll receive by acting immediately. For example, "Stop making these mistakes and save yourself thousands of unnecessary tax payments right now by calling 000-000-0000 and requesting your special report right now."