Low Cost Lead Generation
Advertising a Home Based Business

The aim of advertising a home based business is to attract potential customers - 'qualified leads' - right away so that the cost of the advert is covered by your immediate sales income. This is the way to achieve low cost lead generation.

Lead generation is the term for any activities you take to attract new customers for your home based business, whether you're using a web site, a yellow pages advert or delivering flyers to local homes.

It is a mistake to follow the same strategy as a big corporation which has the money to fund a long term marketing campaign publicising their name, logo and some natty catchphrase. It is much for effective for a small homebased enterprise to design every advert to pay for itself.

One big mistake with adverts is to make the name of your business the most prominent feature. That strategy only makes sense if your name is likely to be a big selling point. People are likely to glance at your advertising for about half a second. You need to capture their attention in that half second. The only effective way to do this is to put your USP - your unique selling proposition - at the top as a headline.

You will most probably have to carry out various experiments to find the best way of attracting well qualified potential customers - that is poeple with money who have a genuine interest in buying your product or service. The key point is to spend small amounts of money on these experiments to find the most effective audience, words and channels of communication.

When you find what works you can then expand your marketing campaign, and spend more money if needed. Provided you have tested properly to find a success formula, low cost lead generation is possible.

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You can read some great advice on real home based businesses in our series of expert interviews


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