--- title: "The Big Five for lead generation" description: "Five ways to build buying pressure during the build-up phase." canonical: https://tomsharman.com/bookshelf/oversubscribed/the-big-five-for-lead-generation/ updated: 2026-11-03 --- # The Big Five for lead generation > Five ways to build buying pressure during the build-up phase. Daniel Priestley's framework, from Oversubscribed, pp. 137 to 138. Framework 9 of 21 from [Oversubscribed](https://tomsharman.com/bookshelf/oversubscribed/index.md) by Daniel Priestley. Category: Lead generation. ## The steps 1. **Hustle.** Use your own time to reach out directly to likely people and get them to signal. 2. **Joint ventures.** Partner with people who already have a relationship with your perfect clients but do not compete with your product. 3. **Advertising.** Buy attention on platforms once you can measure the allowable cost per sale. 4. **Referrals.** Ask happy customers to recommend you or incentivise them. 5. **Own data.** Keep engaged the people already on your database and followers, since they may buy later. ## Where it comes from From chapter: THE BIG FIVE FOR LEAD GENERATION, pp. 137–138 The aim of build-up is to put lots of bubbles behind the cork so it pops when the time is right. Priestley gives the Big Five approaches for lead generation: hustle, joint ventures, advertising, referrals and own data. Hustle takes your time, joint ventures partner you with people holding your perfect clients, advertising is the most scalable if you know your allowable cost per sale, referrals are the most enjoyable, and own data (CRM plus followers) pays dividends because acquisition is already paid for. ## The animation 24 seconds, 4:5, no sound. - MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/oversubscribed/the-big-five-for-lead-generation.mp4 - MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/oversubscribed/the-big-five-for-lead-generation-dark.mp4 - Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/oversubscribed/the-big-five-for-lead-generation.png - Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/oversubscribed/the-big-five-for-lead-generation-dark.png