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LET'S TALK
BUSINESS
WHAT IS THE MOST EFFECTIVE WAY TO ADVERTISE?
By Charlie Cook
Bob from Ottawa wrote to ask, "What is the most effective
way to advertise locally at a friendly price. Thinking of
postcards..."
Bob has an unusual business. He paints murals on the walls
of children's bedrooms. While his occupation is unique, his
question about the best way to spend advertising dollars is
not. I regularly get the same query from realtors, executive
recruiters, and other service professionals and small
business owners. Whether you've got $500 or $15,000 dollars
allocated for advertising, how should you spend it to
attract new clients and customers?
The fact is this is not the right question - or, at least,
not the first one to ask. Most people spend more time
deliberating on where to spend their marketing dollars than
they do on the key elements of a successful advertising
campaign. The result is that many people tell me, "I've
tried advertising and it doesn't work."
Use the following steps to make advertising work for you and
to build a campaign that generates more money than you
spend.
1. Identify Your Advertising Goals
What role does advertising play in your plans to grow your
business?
- Is your advertising part of a short-term marketing effort
or one part of your long-term marketing strategy?
- Do you want to generate leads?
- Do you want to use your advertising as a catalyst to
building long-term client relationships?
- Do you want to generate one-time sales, for example, to
move excess inventory?
2. Clarify Your Marketing Message
Whether you are considering print, media (cable, TV or
radio) or Internet advertising, the key to success is
getting the attention of the people who want your products
and services. If your marketing message doesn't grab your
prospects' attention, you've wasted a whole lot of money.
3. Prompt Action
Once you've got your prospects' attention you want them to
take action. Depending on your marketing goals, you may be
looking for a quick sale or to build your prospect list.
What is the action you want your ad to prompt?
- Do you want people to visit your web site?
- Do you want them to call you for an estimate or an
appointment?
- Do you want them to come to your store?
- Do you want to get them to give you their contact
information so you can market to them again and again?
So what advice did I give to Bob, the muralist? I told him
to clarify his marketing message to parents before spending
money on his next ad. A one-line explanation of the problem
he solves will ensure that his ads are noticed. Then I
showed Bob how to prompt prospects to take action by showing
samples of his work and offering a free guide to decorating
children's bedrooms on his web site. All this described in
one or two concise sentences in his ad.
Given Bob's business goals, marketing strategy, and budget,
postcards were an excellent way to deliver his marketing
message. With an effective marketing message and strategy
they would help him grow his business.
Make your advertising an integral part of your marketing
strategy. Use a brilliant marketing message in your
advertising. Give your prospects an incentive to take action
and you'll attract many more clients and find yourself
earning more.
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2004 ?© In Mind Communications, LLC. All rights reserved.
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The author, Charlie Cook, helps service professionals and
small business owners attract more clients and grow their
businesses. Sign up for the
http://www.marketingforsuccess.com
Free Marketing Ideas eBook, '7 Steps to get more
clients and grow your business', full of practical
marketing tips.
RECIPES
Frozen Pineapple Pie
This is a good recipe to make ahead for company on hot, summer
days. You may use lowfat or fat-free ingredients if you like.
Ingredients:
1 lemon
1 (14 ounce) can sweetened condensed milk
1 (20 ounce) can crushed pineapple
1 (16 ounce) container nondairy whipped topping
2 - 9 inch graham cracker crusts
Directions:
1. Mix condensed milk and non-dairy whipped topping together.
2. Add the juice of one lemon and the pineapple to this creamy
blend.
3. Pour pineapple blend into 2 graham cracker crusts. Freeze
overnight. Take pies out of freezer 30 to 45 minutes before
serving.
Makes 2 - 9 inch pies
BEAUTY RECIPES
Foot Scrub
(For rough, dry, calloused, or weary feet)
1/4 cup (59 ml) ground oatmeal
1/4 cup (59 ml) cornmeal
1 tablespoon (15 ml) sea or table salt
Essential oil of lemon or peppermint
Moisturizing cream or lotion
Spring or tap water
Prep time: 5 to 10 minutes
Mix with: spoon and small bowl
Store in: A large batch of the dry mix could be made, stored in a
zip-seal bag, low tub/jar, or tin and kept in the bathroom.
Yields: 1 treatment
Leaves feet feeling soft, smooth, tingly, and the body refreshed.
Combine the dry ingredients with enough water to form a creamy,
gritty paste. Add a few drops of essential oil and stir again. Sit
on the edge of the bathtub or bench in the shower and massage feet
with mixture. Really scrub all those rough areas and between toes.
Rinse and dry. Apply a thick moisturizing cream mixed with a few
drops of either essential oil.
Note: Make sure to clean the bathtub after this procedure as the
scrub could clog the drain.
From The Herbal Body Book by Stephanie L. Tourles, 1994
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