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This invisible phenomenon is often mentioned in the same breath as Big Foot and the Loch Ness Monster. Most people swear that they witnessed the mysterious oxymoron. The thought is that if I don't pay for it then it's free advertising.

Since advertising is one of those spokes in the marketing wheel that takes the message to the people its power is diminished by talks of the Four Letter Word: FREE!

Small business and non-profit organizations are notorious for believing in the FREE advertising myth. "Someone gave me a FREE ad in their publication." What does that really mean? How does that affect your business? If it's the wrong publication to reach your target audience then FREE means nothing.

Don't be fooled by the fictional FREE advertising!

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Determining your price can be a tough chore. Quality is the key factor for deciding the fee. How do you evaluate the value you give to your customer/client?

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