Sending email is free, creating a Facebook page is free, Twitter outreach is free, cold-calling is free, publicity is free, referrals are free, and advertising costs money.
So why is it that even with all of these wonderfully low cost and free ways to promote your business I contend that you must make advertising one of your core lead generation tactics? (Actually one could argue if anything is free, but the items listed above don’t come with a direct cost.)
Advertising is in fact one of the marketing tactics that comes with an invoice. You must write a check to run ads or send direct mail, often before seeing any results. In my experience people shy away from advertising, not because of the cost, because they don’t know how to get results and they don’t understand the long-term residual effects. Think about it, if you knew that for every $100 you spent you could produce $200, you would get out your check book and spend away, right?