leads as the "big guys" and converting 20% of those leads!   Some of the most effective radio spots ever done were ones that offered a free audiocassette to the first 50 callers. It generates amazing results!   Today, I will never create a radio, television, or print ad without offering a free special report. Its my opinion that if you have not gotten the name and address of your prospect from an ad, its a colossal waste of advertising dollars.   Spend Your Precious Marketing Dollars On Qualified Prospects...Not Everyone and Their Cousin!   Not long ago I watched a Disney commercial that gave away a free video. The commercial showed all the Disney characters in the background but the picture of the video and the toll-free number never left the screen.   The narrator of the commercial told the viewing audience all the interesting information that the video contained and that it would answer all our questions about a Disney vacation.   It was a spectacular commercial and, most likely, experienced spectacular results. You see, Disney allocates some of its marketing dollars to airing their "lead generation" commercial in the vacation decision-making months of January through March.   After collecting hundreds of thousands of leads, they then spend most of their marketing dollars trying to convert their leads into customers.   Compare this to some big companies that just "spray" their commercial over the airwaves and "pray" that someone comes into or calls their business.   I refer to this method of advertising as "spraying and praying." Big companies have the marketing budgets to do this but small businesses dont!   Invest the majority of your precious marketing dollars in converting qualified prospects, not blasting your marketing message to the masses.   Any Business Can Use This System   One of the most frequent comments I hear from business owners is, "This probably works great for your business but were different. This wont work for us."   Ridiculous!   The System will work in most any business that sells a product or service. If your business doors are still open its because you are solving a problem. People exchange their money for your solution. Every viable business solves a problem.