may just be "tire kickers."   The only way to avoid this is to make it a little difficult for your prospect to respond. Charging a small fee for your special report will ward off some freebie seekers but Id rather deal with a few tire kickers then lose some potential customers.   STEP 4 - Set Up Your Response Mechanism   Prepare to receive a lot of leads by developing a response mechanism that logs all leads and tracks where they came from. The worst mistake you can make is writing a hot report, running a great ad, and then losing your precious leads.   Use a toll-free, direct response phone system to capture names and addresses. The telephone makes it easy for your prospect to respond and using a toll-free number lowers the risk of loss for the prospect. It also allows you to handle many incoming calls simultaneously without any effort on your part.   I recommend using Automate Marketing Solutions (www.automatedmarketingsolutions.com/hotlines) for your toll-free line. Their system was developed specifically for managing lead generation programs. (Tell them David Frey sent you - I use them personally.) Youll need to create a phone script to welcome the caller, repeat the offer, and invite them to respond by leaving their name and address. I always make a second offer for an extra free gift that I can email to them to get their email address.   Include the words "free recorded message." This lets the caller know that they wont be getting a sales job when they call, which again, decreases the risk of responding.   STEP 5 - Set Up a Follow-Up Fulfillment System   Suppose youve run your lead generation advertisement and calls are coming in requesting your free report. How do you manage all your new prospects? Imagine if you are going to send them three to five follow-up marketing pieces? It will soon become a nightmare if youre not careful.   I highly recommend using ACT Contact Management System to manage your leads. It is not the only software that can manage your leads, but it is the simplest. And it also has a feature called, "Activity Series" that is extremely powerful and keep your entire marketing program organized and simple to manage.   The Activity Series allows you to set up a series of marketing activities performed at specific times. For instance, after you have received a lead you will send out your special report immediately. You might call the prospect in two days. You then might send a follow-up postcard in five days and finally send a sales letter with a spectacular offer in ten days.   Once youve set up your Activity Series you simply attach it to your new lead and the software does the rest. The next morning you arrive and select the task list and it will tell