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

Your advertising dollars are precious. A big campaign can cost millions and needs results. A small campaign might represent a large share of a small organization’s marketing budget. This is your guide to helping you spend that money well : Advertising 101. What is advertising? It’s a form of communication intended to persuade There is a call to action e.g. buy, join, sign, share It is pushed through channels like newspapers, television, radio, billboards, the internet, and di