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When I first began my online business, I kept hearing the importance of building your list, building your list and then building your list some more! The only problem, was that I had nothing to build on, no foundation to begin with, nobody to inform about my awesome money making idea. So...I did what countless other "fresh off the boat" internet marketers do (I despise the term "Newbie"), I looked to Google for my answers and do you know what the answer was? Leads! Yes, Leads! You want a list? You need Leads! So... I got leads...bunches of leads, truck loads of leads and finally, whole boat loads of leads! In this article, I want to give you one man's perspective on these leads and the real story behind them.

Ok...so I need leads. Why? Because leads become prospects and prospects become customers. And that is why we are in business, right? To provide our customers with the products and services they desire. So...it all begins with leads. As that neophyte internet marketer (remember, I despise the word "Newbie"), I thought that this process seemed pretty easy. Dozens of web sites were telling me that they have the leads that will turn in to my customers, all I need to do is contact them and pretty soon, I'll be needing a new wheel-barrow to take all of my cash to the bank in. Right? Wrong!

Why was this wrong? Because there was something missing. What was left out of that last equation was the "Prospect" part. Remember, leads become prospects and prospects become customers. Leads do NOT become customers all on their own.How can I say this? Because I know, I've tried to sell goods and services to leads. I've conducted countless e-mail campaigns with purchased leads. I've used my autoresponder so much that it began making calls to its union rep. I've sent, literally, millions of e-mails to "Biz Op" leads telling them of their need for my goods and services. Do you want to know how many purchased something from me? Nada, zip, zilch...that's right...ZERO!

That was a long time ago and since then, I have realized the error of my ways. If you are reading this article and are beginning to see just a little of the light, allow me to pull open the curtain, lift up the shade and allow ALL of the light to come pouring into your senses. I mean that too, I really don't want you to experience what I did, nor do I want you to drain your bank account like I did.

Pay attention now, here comes the all-revealing principle that I want you to apply to your own internet business quest for more customers...

ALL of those "business opportunity" leads that I bought, chased after with e-mails and prayed would become my customers, were interested in "a" business opportunity, just not "my" business opportunity.

And therein lies the problem. If someone expresses an interest in buying a car, that does not necessarily mean that he is interested in actually buying a Porsche. All of the greatest Porsche dealers in the world, would never sell a car to this man because, even though he IS interested in buying a car, he ALWAYS buys Ford. As marketers, we need to find people who are actually interested in and persueing what we have.

Do I buy leads anymore? Absolutely not! There are tons of ways to get prospects and customers without having to go through the lead buying process. My advice, even to the Newbies (did I just say that!?), save your money and look elsewhere for your prospects and customers.

Rob Richards is the editor of the MCA Network News http://www.makecashanytime.com