THE BIG PICTURE

300 multiplied by 300 equals 90,000. By using analogy of doodles in previous section, average person can actually network with up to 90,000 people! Even factoring in overlap, one can still probably network with 50,000 people through their own circle of influence!

Simply amazing, isn't it?

HERE IS THE SECRET TO YOUR SUCCESS

There are 300 people on this planet whom you have a reasonable amount of influence. Take advantage of this fact. Make darn sure that every person within your own circle of influence KNOWS that you are in business for yourself, and make sure they understand what your business offers.

When your friend is asked to make a referral, they will recommend you.

PASSIVE VERSUS ACTIVE REFERRAL NETWORKING

When people ask your friends for a referral and your friend mentions your business, that is passive referral networking.

Active referral networking is when you can get your friends go directly to their friends and say "Hey, I have a friend who just started a business. If you are in need of what he offers or you know someone who will need his services, would you please give my friend a call or make referral to his business?"

If you can get even a portion of people in your own circle of influence to actively refer your business, then you have built foundation to build an advertising campaign even more effective than average local television advertising campaign.

Think about that for a moment.

Most people only dream of reaching 50,000 potential customers with their television advertising dollars. You now have knowledge to reach 50,000 people without spending a single penny.

When you know what you want, then you will better understand just how to do it.

HEADLINES, AD COPY AND VISUAL PRESENTATION

You might be surprised how many business owners put out advertising without regard for quality of sales pitch or presentation. The quality of your distribution outlet or amount of money you spent to get there will do little for you if advertising vehicle is a junker.

Test all of your advertising materials in smaller markets before blowing your advertising bank roll on it. You must absolutely know value of your advertising before putting large sums of money behind it.

TRACKING THE SUCCESS OF YOUR ADVERTISING CAMPAIGNS

Tell your customers to save another 10% when they tell you they heard or saw your ad in such-and-such location. Suggest that they can register to win a free widget if they fill out a form and have them to tell you how they heard of your business. Advertise a specific widget in your ad and track sales of that widget.

It does not matter how you track your advertising --- just make sure you do it!

IN SUMMARY

The ideal way to spend your advertising budget is to buy a rifle with a high-powered scope and to only shoot your targets in light of day.

If you are not tracking your advertising, then you are shooting a pellet gun without an attached scope, with blinders on, and shooting in dead darkness of night.

Even with a bigger gun, blinders in dark constitute single largest mistake made by advertisers. If you are unable to track your advertising to learn what is working well, what is working somewhat, and what is a money pit, then you are condemned to repeat your mistakes over and again.

By relying only on gut instinct, you may be choosing to spend more money in money pit and to lose all of your money in process.

When you get down to nuts and bolts of making money from your advertising, you should plan, prepare, track and study your results. You must have factual information on which to base your advertising decisions. When you are making right advertising decisions, then making money from your business might just come easy.