Once you have a lead generation program in place, evaluate the quality of the leads you're getting. Make adjustment to raise response (and loosen the quality of leads) or lower response (and tighten the quality of leads).

Here are ways to loosen the quality of your leads:

• Give away free information and pay the postage yourself.
• Give something away.
• Offer a premium that is not related to your product.
• Say less about your product or service.
• Make it easier to get your information with a coupon or a return envelope. 
• Provide a toll-free number.
• Ask for less information from your prospect.
• Don't ask for a phone number and stress "no obligation." 
• Highlight your offer.
• Make your message "loud."
• Give your offer more dollar value.
• Don't mention the price or any conditions related to buying your product or service.

Here are ways to tighten the quality of your leads:

• Charge a nominal fee for your information or ask for postage.
• Don't give away a gift.
• Offer a premium that is directly related to your product.
• Say more about your product or service.
• Make it harder to get your information without providing a coupon or return envelope.
• Provide a pay phone number.
• Ask for more information from your prospect, such as plans to buy, business size, phone, email, address, title, etc.
• Ask for a phone number and perhaps mention that a salesperson will call.
• Bury your offer.
• Make your message "quiet."
• Give your offer less dollar value.
• Mention the price and conditions related to buying your product or service.