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A big question small businesses struggle with is should they concentrate on sales using the internet or should they work to build a list. The thing is that most people on the internet are looking to get educated and are not ready to purchase. They are price shopping, looking to see who has good reviews and who to watch out for and each search has a certain conversation going on in their head. If you understand the conversation going on in the person's head, you will get their attention. Most ads and websites are built to sell something, they do not speak to educate. However, if you educate, if you give them a reason to raise their hand and say please talk to me, you can get them to trade their data for what you have to offer. Here is an example: Lets say someone is searching for how to make money online. Most pages are going to try to sell them some sort of ebook, software, bootcamp, coaching or physical book on how to make money online. However, if all websites do that, how does the person know which one to click? What about offering something like a Free Guide to Making Money Online, what works, what doesn't and how you can tell the two apart. And you give that report away if they opt-in to your page and give you their name and email. Most people seriously searching on making money online would be happy to give their email and name in exchange for a free report that was titled in that manner. Now, once you build that list, now you have a database of people that you know were at least at one time interested in making money online. It is much easier for you to continually market to these people and eventually sell them those same ebooks, books, seminars, etc. A good list building service should explain these steps to you and why they are important. If the list building service talks about just selling you existing leads instead of building new ones, I would probably not go with it as those leads may have already been sold to other people or businesses.
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