Then, place the articles with the appropriate journals. Article reprints can be used as inexpensive literature and carry more credibility than self-produced promotional pieces. You don't pay for typesetting or production of the article. Best of all, the article is free advertising for you firm. SIX Explore inexpensive alternatives for generating leads .
Many smaller firms judge ad effectiveness solely by the number of leads generated.
If that describes your approach to advertising, perhaps you shouldn't be advertising in the first place. Not that lead-generating isn't a legitimate use of space advertising. But if leads are all you're after, there are cheaper ways to get them. New-product releases lead the list as the most economical method of generating leads. Within six moths, the release had been picked up by 35 magazines and generated 2,500 bingo-card inquiries.