#501 Advertising for Repeat Business

Remember when everyone thought the internet was free, you could put your message out there and suddenly traffic came to your website? It was like magic. Well, those days are gone. Today, you are competing with so many messages as you try to drive traffic to your website that you need to push your way to the top with a little bit of advertising. As you think about advertising, you need to think about your business to see if it’s going to make sense. If you’re running a transactional business and there’s no residual value to advertising every day, you’re going to need to find new customers and start new relationships over and over again with a new batch of prospects. In contrast, relationship businesses can really benefit from advertising, using it to start the process of bringing people into your business and then staying in touch with them with other less expensive marketing opportunities.