It's Friday afternoon. Your local paper calls you with a great distress rate for advertising - its 75% and you've got to decide now. You know nothing about who actually reads the paper, how this aligns with your target market nor if this will give you any leads. But its so cheap - surely you have to right?

NO - it still cost you something and delivered nothing. So it wasn't a bargin - it cost you something.

So before you snap up that next hugely discounted distress page, make sure it aligns with your overall strategy, target market and will deliver you leads.