I get a kick out of these guys who say things like, “I make 90% of my income from using pay per click” and then suddenly their keywords skyrocket from 10 cents a click to $1 a click and they wonder what happened to their income. The truth is, you really can’t rely on just one source of advertising for your business because you never know when that source is going to run into problems. This article is going to reveal just some of the problems you might run into.

One problem, and this is the most common one of all, is site downtime. Let’s say you use certain traffic generation or lead generation sites to get traffic on a daily basis and all of them just happen to be hosted on the same server or group of servers and then suddenly, and this has happened, a hurricane hits the area and all the servers go down. This happened about a year or so ago when they had the hurricane that hit New Orleans. There were businesses that were shut down for weeks. If your advertising sources were among them, you were essentially getting no traffic during that time.

Another problem with relying on just one source of advertising is that companies do go out of business. The average length of time that many companies stay in business on the Internet is less than three years. Many go out of business in their first year. So if you’re depending on one source of promotion and the site is a relatively new one, you could be in for quite a shock when one day you go to log into your back office and find that the site has bit the dust.

Still another problem, as I started to mention in my intro, is ad costs. You can’t be sure that the costs of your advertising are going to be consistent. As more people enter a niche, ad costs usually go up. If the costs become too high for you to pay, one of two things is going to happen. Either you’ll keep paying them and end up making less profit or even losing money, or you’ll have to stop using the source, at which point your traffic then stops dead in its tracks.

These are just a few of the many things that can happen if you rely on just one source of advertising. So do yourself a favor and diversify.

To YOUR Success,

Steven Wagenheim

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