It’s what every business wants. New customers. But they are difficult and very expensive to find. Why look for them? Don’t bother.

Rather than waste time and money looking for new customers, make it as easy as possible for people who are looking for what you offer to find your business.

Don’t look for customers. Make it easy for customers to find you.

Can you imagine a gas station, open until midnight, turning the lights off at 9:00 p.m.? Since the lights are off, perhaps that same gas station should run ads on a local radio station. So, it might cost a couple thousand dollars per month. So what? That station will get several thousand ‘exposures’ with each ad broadcast. Customers will pour into the gas station, right?


What are the chances that hundreds of people listening to THAT station at THAT time when the ad runs, need gas?

So what makes more sense?

Turn the lights on or pay for advertising?

There’s a huge opportunity to save money and increase business if you understand this concept.

Chris Reich