A business can miss many different markets by limiting its expansion to acquaintances of those already involved. You may know many people but that does not necessarily mean that they are interested in what you have for them right now. There is also no guarantee that the acquaintances of some of your contacts are even desirable.

Have you ever heard of what happens to a message through a chain? Word of Mouth advertising can greatly distort your message. Is it not advertising a better way to get your message directly across?

Relying on your warm markets alone is a good way to get them burned out. Let us face it; friends and relatives can be the toughest sale. Even when someone from your warm market does join, he/she join for the wrong reason! Therefore, they seldom become successful long-term costumers. It is much better to start a new network working leads of people who have actually requested information from your advertising campaign.

The Advertising Research Foundation and the Association of Business Publishers Study on ‘the impact of advertising on sales and profits included the following findings:

· More advertising means more sales.
· Color Advertising increases sales by more than 100 % over black and white.
· More advertising results in higher profits.
· High amounts of advertising toward End Users can more than double profits in 12 months.
· High amounts of advertising toward Dealers can more than triple profits in 12 months.
· High amounts of advertising toward End Users and Dealers can more than quadruple profit..
· It takes 4 to 6 months to see the results of advertising program.
· An advertising campaign keeps working for a year or more.
· More advertising helps build a dealers network.
· Advertising works no matter what the product or the price point