Lead generation is the lifeblood of any marketing campaign. (Getty Images)

Join Dr. Steve Greene as he uses wit and wisdom from his 40 years of personal experience in marketing and ministry on the Greenelines podcast. Listen now.

Lead generation is the lifeblood of any marketing campaign.

Far too many marketers play the "build it and they will come" game. This belief might work in movies but it rarely works in revenue generation.

You may have built the best mousetrap ever created but if prospects don't know about the product or even care about a new mousetrap, then sales will be very slow going. I know far too many entrepreneurs who built great products but never built a business.

The time to think about generating leads is prior to spending much money to develop and roll-out the product or service.

Who are your prospects and how can you access them?  

If we cannot communicate with a target market—there is no target.

We must work hard to assess demand.The best time to do that is before you have a warehouse full of product. Who wants your product or service?  How do you speak with them?

I have one other favorite question I like to ask entrepreneurs who wear rose-colored glasses. I especially like to ask this question of people who are living the nightmare of starting their own restaurant:

How are your future customers meeting their needs today?  Where are they eating lunch today?  

A true lead is a customer who is ready, willing and able to make a purchase today and willing to continue purchasing from you.

What we think about "lead generation" is more than an attempt to get things into people's hands that they don't really want.

The goal of marketers is to work 90 percent of our time THINKING of a way to show up in front of people we don't know. Then we must find creative ways to tell them about something that they will immediately want to purchase or experience.

Generate several thousand leads before you attempt to generate income.

Dr. Steve Greene is the publisher and executive vice president of the media group at Charisma Media and executive producer of the Charisma Podcast Network. His book, Love Leads: The Spiritual Connection Between Your Relationships and Productivity, is now available.

Leaders, Dr. Greene wants to help you understand the spiritual connection between relationships and productivity. Read his new blog, Love Leads.

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