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4.0 out of 5 stars It's dangerous to only have one lead generation technique, 10 Mar. 2014
Paul Simister (Birmingham, United Kingdom) - See all my reviews
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I was surprised that this hasn't been reviewed at when I was looking for other Michael Masterson books so I thought I'd give my quick impressions before coming back to write a longer review.

It's dangerous to only have one lead generation technique. If anything nasty happens, then the business is hit hard and it takes time to become proficient in another marketing technique.

This book introduces you to 12 different ways to attract customers and clients based on developments over the last ten or fifteen years where the Internet has changed the way buyers respond to marketing and search for information when they want it.

It's based around direct response marketing (i.e. the purpose is to create an action that can be measured) and heavily leans on the success the two authors had with an Agora Publishing business, Early To Rise. Traditionally they used to sell by direct mail but as the Internet emerged, they adapted and added more and more techniques for reaching the customers. Interestingly they felt that seeing the marketing message through different media built customer credibility and confidence and increased response rates.

It's difficult for small business owners to succeed with as many as twelve different techniques because of the problem of being spread too wide and thin but mastering three or four routes to marketing is well worth the effort.

The book let's you choose which way to focus on next but its strengthen is also its weakness. There's enough information in the book to try extra channels but you might want more guidance to feel confident that you know what you're doing before you invest too much time and/or money into another marketing method.
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Changing the Channel: 12 Easy Ways to Make Millions for Your Business (Agora Series)
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