This may seem self-evident, yet I see plenty of evidence that a large number of people don't fully understand this distinction. The most common error I see in lead generation copy is an attempt to sell the product or service to someone who isn't yet trying to buy.
Let's take a look at lead generation from the lead's perspective. What is s/he trying to achieve? It's almost certainly going to be one or more of the following...
- Price comparison
- Understand the product, service or market
- Find the right seller
- Find the best price or deal
- Find the right social benefit
Your lead generation campaign has only one job to do - it must focus on selling the value of talking to you.