Lead Generation, as a methodology, has to do a lot with storytelling and emotions. In this article we will pay attention to the emotional part. And right now you may wonder how a vegetable and an object can relate to all these.

Well, after reading this article you will understand. But don’t go so far…Sometimes when you want to persuade someone, you might find yourself trying hard to use emotions in order to achieve your goal.

As marketers, here at Umatter, we do exactly the same thing. We are aware of the importance of the emotions and we know that if we want to persuade an audience, we need to create an emotional bond with them and evoke an emotional response from them.

But how do we actually do that? Well, here they come the carrot and the stick as lead generation techniques. Just grab a carrot and go on with reading!

Carrot as a Lead Generation Technique

You might have heard that horses are attracted to carrots, the basically love them! Carrots offer pleasure to horses. Humans always want to move towards pleasure, so when people watch your advertisements, “carrots”, or promises of gain, can fill your prospects with hope and compel them to pursue that potential feeling of pleasure. In other words, to buy your product or service.

To better understand how a carrot works, just read the following example:

Carrot: “15 minutes could save you 15% on car insurance.”

As we can see, this specific insurance company’s ad mentions that a small time investment could potentially result to big gains for you. So, it works as a magnet in order to lure you to get you to buy their product.

Stick as a Lead Generation Technique

Here in Greece we have lots of dunkies and all of them have something in common, they are afraid of the sticks. But what is the role of stick in a lead generation process?

We could say that a stick acts as the possibility of loss. So, its role is to create the feeling of fear in your prospects, which will compel them to flee from that potential feeling of pain by buying your product. And here is an example:

Stick: “Get this product. You can save money and be better protected from Mayhem like me!”

As you can easily understand, this ad uses the word “Mayhem” to evoke fear into people to stop using their product and start using this proposed product.


We believe that now it is much easier for you to understand how these two Lead Generation Techniques might work for you. Both tactics can pull your prospects into a narrative and evoke emotions that inspire your desired action.

Carrots, like a product’s benefit, will make people to take a desired action. On the contrary, Sticks, like anti-smoking campaigns for example, will manage to evoke fear in your audience to stop doing a specific action and start doing the alternative solution, which your product reprsents.

In case you want to learn more about the way Lead Generation works, all you have to do is to click HERE.


We will be more than happy to assist you with your project and find the most valuable and super targeted leads for your business. If you want to contact us, then you can schedule a Free Lead Generation Consultation with us by clicking ?HERE?!

And yes, this is a carrot for you! ?