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Do you send out one ad, and stop at that? Of course not. Why? Because you know even if you get sales off of that ad, you have to keep sending that ad to different places to hit different people.
Do you build a downline and then quit advertising? Not if you want to keep your business growing! Stagnation=death in business world. You NEVER sit back and rest on your laurels. You must continually use ALL avenues available to you.
Microsoft is a big business. They bring in quite a lot of money every day. Bill Gates is a multi-billionaire. Do you see Microsoft not advertising? Why are they advertising? To get TRAFFIC! Why? Because traffic means sales! Do they expect every visitor to their website to buy? No! But they also know that some will return when they are in market for Microsoft's products. If they hadn't seen site, they wouldn't have known about it!
If they never see YOUR site, they will never think of you when they want what you offer! The more you get your offer known, better odds are they will think of YOU when they are in market for what you sell.
Pamela Geiss owns LotsaPerks Advertising Agency. She has just published "The Successful Marketer" and specializes in getting traffic to websites. Visit her at http://www.lotsaperks.com/visitors.htm