My 12-year-old son loves our backyard fire ring.
Which makes sense—what pre-teen boy doesn’t love fire?
But here’s the thing: he’s constantly trying to light the fire the wrong way.
He’ll strike a match and hold it to a big log, expecting instant flames.
Nothing happens.
He tries again. Still nothing.
Then he looks at me, frustrated: “Dad, this isn’t working.”
So I show him the right way:
✅ Clear the pit. Get rid of old ashes and debris.
✅ Start with kindling. Small, dry pieces that catch quickly.
✅ Set up the structure. Arrange the wood so oxygen flows through.
And only when that foundation is burning strong can you throw on the big logs that take the fire to the next level.
What does this have to do with lead gen?
Everything.
If There’s No Fire, More Gas Won’t Help
Most agencies treat lead generation like my son treats fire-building:
🚀 They jump straight to pouring gas on a cold log.
🚀 They assume more fuel = more fire.
🚀 They get frustrated when nothing catches.
And just like my son, they think the problem is not enough gas.
So they:
- Turn up ad spend (still no results)
- Hire a lead gen agency (still attracting the wrong clients)
- Ramp up outbound (still getting ignored)
Then they sit back and wonder:
“Why isn’t this working?”
Because lead gen doesn’t create demand—it amplifies what’s already there.
If there’s no fire to begin with, adding gas doesn’t do a thing.
What Are You Actually Amplifying?
When agencies say:
“Lead gen isn’t working for us.”
What they really mean is:
❌ “We’re amplifying weak positioning.”
❌ “We’re amplifying a vague message that blends in.”
❌ “We’re amplifying an offer that isn’t compelling.”
Bad positioning + more lead gen = more bad leads.
Vague messaging + more visibility = more ignored outreach.
Weak offer + higher volume = more wasted calls.
This is why agencies burn through cash on lead gen, get frustrated, and eventually quit or blame the channel.
But the problem was never the lead gen itself.
It was what they were amplifying.
How to Build the Fire First (So Lead Gen Actually Works)
Just like starting a fire, you need to get the foundation right first.
🔥 Step 1: Clear the Pit (Fix Your Positioning)
- If your positioning is blurry, prospects won’t see you as the obvious choice.
- If you describe your agency as “a full-service marketing partner”, you’re not positioned—you’re wallpaper.
- Own a specific, valuable space in the market before trying to scale.
💡 Example: Instead of “We help businesses grow,” try:
🚀 “We help B2B agencies over $5M fix their positioning so lead gen actually works.”
Now THAT’S a fire starter.
🔥 Step 2: Start with Kindling (Fix Your Messaging)
Once your positioning is clear, your messaging needs to light quickly.
- Can someone land on your site and instantly understand what you do, who you help, and why you’re different?
- Or do they have to dig through paragraphs of fluff to figure it out?
💡 Example of weak messaging:
“We create customized marketing solutions tailored to your unique business needs.” (Translation: You sound like every other agency.)
💡 Example of strong messaging:
“Your lead gen isn’t broken—your positioning is. We fix that first so your pipeline fills with premium clients.”
Simple. Clear. Instant spark.
🔥 Step 3: Set Up the Structure (Fix Your Offer)
Even with good positioning and messaging, your offer has to be structured so prospects say ‘yes’ without hesitation.
The biggest offer mistakes agencies make:
❌ Too many options (confuses buyers)
❌ Custom everything (too hard to sell)
❌ No clear value hook (doesn’t feel urgent)
💡 The fix?
- Productize your expertise.
- Make pricing easy to understand.
- Tie the offer to a pain they already feel.
Once this is burning hot, THEN it’s time to pour gas on it.
🔥 Step 4: NOW You Pour Gas (Amplify with Lead Gen)
Once the fire is already burning strong, lead gen will:
✅ Multiply the right leads.
✅ Increase the volume of real opportunities.
✅ Scale what’s already working.
Because now, instead of hoping more fuel will ignite a cold log, you’re turning a small flame into a full-blown blaze.
This is how agencies go from:
❌ “Lead gen isn’t working” → 🚀 “Our pipeline is consistently full of ideal clients.”
Final Thought: Build the Fire Before You Pour the Gas
Most agencies are pouring gas on cold logs and wondering why nothing’s catching.
If your lead gen isn’t working, ask yourself:
🔥 Is our positioning clear and strong?
🔥 Does our messaging make prospects say ‘I need this’?
🔥 Is our offer packaged in a way that removes friction and makes it easy to say yes?
Because if you don’t have these dialed in, lead gen is just amplifying the wrong thing.
Build the fire first. Then turn up the heat.
Frequently Asked Questions About Lead Gen & Positioning
Q: Why isn’t our lead generation working?
Because lead gen doesn’t create demand—it amplifies what’s already there. If your positioning, messaging, and offer aren’t dialed in, you’re just amplifying confusion.
Q: How do we fix our positioning before ramping up lead gen?
Own a specific space in the market, solve a clear problem, and communicate why you’re different in a way that premium clients immediately recognize.
Q: What’s the biggest mistake agencies make with lead gen?
Thinking more volume = better results. More bad leads is just more wasted time. Get your foundation right first.
Q: What’s the first step to making lead gen actually work?
Before spending more on lead gen, audit your positioning, messaging, and offer to make sure you’re scaling the right thing.