Lead generation isn't about selling a product or service, yet that's exactly how most people word the copy in their teaser ad. And on the landing page the ad points to. Lead generation is about selling the value of talking to you. Once this is understood, the resulting copy is entirely different in nature. Instead of rattling off the features and benefits of the product, it focuses on... Establishing your credibility Building trust in you Explaining why talking to you saves time, money, frustration, future problems, or avoids costly mistakes Testimonials focus on you, rather than the product The prospect is now predisposed to taking you very seriously indeed. It's amazing how much easier it is to make a sale under those circumstances. Why does it work? Because most people are happy to follow the advice of somebody they like, trust and respect.