Paid Advertising… Scam – or Saint?

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Author: Troy White

Troy White is a top marketing coach, consultant & direct response copywriter based in Calgary, Canada. He has a powerful approach to growing small businesses and entrepreneurial run ventures on a budget. His free Cash Flow Surges blog shares tons of great strategies at his main blog.

“It costs HOW MUCH?!” 

That is what I hear all the time. People find it hard to believe what it costs to run a quarter page ad in a print publication.

Those same people tend to either be floundering about in their marketing, or are doing some good on the internet (where everything is free… right? Wrong. We will get to that).

“Email marketing is free!” they say. Which is completely incorrect. It is not free – it takes time to market via email (and your time IS worth money)… and you STILL need a list to market to.

So you mess around with Facebook, Twitter, maybe even pay per click.

Dedicated an hour or two a week to it… and wondering why you aren’t a millionaire yet.

In my experience during the past 7 years, making many millions of dollars for my clients: lead generation ALWAYS costs money.

How much you recoup is completely up to you.

You have to invest time, or money to attract quality clients. And if you think investing your time is the best way, consider how much time needs to go into it, then times that by how much you would bill out per hour.

Very quickly you will see that paid advertising costs are not high at all, in comparision to your time.

Some things to consider in your marketing campaigns…

Have you TARGETED the right type of customer?

Have you used the right MEDIA?

Is your MESSAGE written in the right voice, and with enough compelling elements it gets the results you want?

In my business, I need to get results… everything is measured… so I know if it works or doesn’t.

And paid advertising is almost always the fastest, and most effective way to generate quality leads.

The easiest way to measure if it is working for you?

The return you get.

If the ad costs you $480…

…and you bring in $3,679 in new sales

…you got a $7.66 : $1 return.

For every $1 you invested in the campaign, you got back $7.66.

Where else CAN you get that kind of return?

In your own marketing campaigns… that’s where.

Advertising works – as long as you do it right.

And as long as you are measuring the results of your campaign.

The easiest way to calculate your return?

Total sales … divided by cost of the marketing.

If you get 4:1 return or better, you are on to a serious money maker and you need to keep running that ad campaign until it drops below 4:1.

This IS the secret to systems that ‘make money while you sleep’.

Once they are set up, you can run them for many years to come, each time seeing similar results.

And the more ads you run in publications targeted at the same type of people, the more you duplicate your success.

Try it… you’ll like it!

One lead generating ad I ran for 2 years untouched (after 2 years the return dropped below the 4:1 ratio). It got me 50 quality leads every time it ran. They bought more from me. At higher prices. More consistently. And MUCH higher value to my offline leads than my online.

Worth a test in an overwhelmed ADD Twitter society!

To your success, Troy White PS: Discover how to make your cash flow surge with the street smart marketing tools at my blog You also get one of my favorite case studies of marketing done exceptionally well, The Million Dollar Lobster Report when you sign up for updates on my blog. Discover how two young twenty-something year old brothers turned a simple lobster sale into a million dollar business in just 3 months!

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