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Yes - the key here is the WAY you promote it. Let's say your merchant is selling cameras and you feed him leads of customers looking to buy his products. If you offer anyone who signs up to this promotional prize-draw a chance to win a free camera, the leads you generate will most likely be junk as the intention of anyone applying is to win something for free and not buy something. But if you take away that free incentive and swap it with something like "20% online discount through my site instead of going direct when you buy any camera, call us today" ... then it's a whole different ballgame and the merchant will receive much better quality leads.

The "trick" is to never incentivise the product by handing out free giveaways but provide a unique selling point that doesn't change a customers intention of buying or inquiring about the product. There is a difference