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All marketing should be measured on ROI and attaining qualified leads is (for me) the primary function of marketing. Most effective marketing has a cost associated. I would consider this very targeted and delivering well qualified leads and apart from the payment very little effort from you is required – conversion remains your responsibility though.

To work out ROI – As Khalid says it’s lifetime value that you need to consider and what ratio is that to the inital outlay. If $500 gets you a one off show for let’s say $2,000 then that’s the lifetime value and you need to feel comfortable with that ratio / return. If however $500 gets you a client that books you for all their work and that is even twice / year for let’s say five years – we then have $20,000. I’m sure most would gladly pay $500 for that opportunity.