You know you’ve got a product or service the world needs – you just need to find your 1,000 raving fans, right?

.

With the millions (billions?) searching Google everyday, you figure there must be a thousand or so who would jump at the chance to be on your list… you just have to find them and lure them in.

.

One by one at networking events and from referrals is going to take a lifetime so why not try paying Google (or Yahoo or MSN/Bing) to send a few your way?

.

If you’ve used AdWords you know just how powerful – and dangerous – pay-per-click advertising can be.

.

So, while I don’t recommend small business people use it regularly without a lot of time to monitor it and learn how to make it pay, you can build a targeted subscriber list with a focused PPC campaign.

.

Step 1 – for anyone new to PPC (or who’s tried and failed on their own):

Get Perry Marshall’s Google AdWords “Bible” (yes that’s my affiliate link)

If you don’t have $50 to invest in this resource, don’t even consider messing with AdWords (Yahoo and Bing are less risky but offer less rewards).

.

Step 2 – Clearly define your objective and define what a successful campaign will look like.

How much is a new prospect worth to you?

How much time and money are you willing to invest in each subscriber?

Establish a calendar and interim goals.

Add the time to set-up and monitor the PPC account to your schedule or hire someone to do it for you (a good one will save you more than their fee).

The key to a successful list building campaign is the pre-planning.

.

Once you have some objectives, figure out what you can offer prospects for their email and contact information.

You’ll want something that appeals to a wide audience but specific enough to get your target market. It needs to be your best stuff. It’s good if it’s hard or time consuming to find online. If it solves a problem for your prospects you’ve got a winner.

.

How do you figure out what they need? Ask them.

.

Send your PPC traffic to a survey and reward them generously for their input.

Building a targeted responsive list of prospects is the start of all the most successful businesses and private practices.

.

She's waiting for your offer - don't disappoint her.

Without an offer your market cannot refuse, you don’t have a business.

.

And you certainly can’t create marketing materials that produce any measurable results.

.

.

But be careful. What you think your prospects NEED and what they WANT and will BUY may be entirely different things. The difference between what people SAY the would do (think focus groups) verses what they actually DO, with their own money, can be quite different.

.

That’s why online marketing via pay-per-click ads, banners and landing pages are such a revolution. You collect real time data at minimal cost before you commit thousands to other media.

.

If you haven’t learned how to set-up and run a Google AdWords or Yahoo Search Marketing campaign yet, put it on the top of your to-do list. If there’s no room on your list, hire someone to help you but beware: hire someone who puts their own money into play, not an ad agency who always plays with OPM (other people’s money).

.