- Place your ad next to editorial and feature articles
- Avoid general advertising pages unless they are specific to
your product or service
- Try to get the right hand page and outside edge
- For reply coupons; put them on an outside edge at the bottom.
2. Press Releases
Ask yourself the following questions;
- Is the subject interesting enough for the readers?
- What benefits will they get from it?
- Any entertainment or amusement?
- Are there human elements to stir the readers emotion?
3. Direct Mail
- Absolutely essential that your mailing list must target the
best customers for your business.
- This is the most obvious statement but is also the most common
mistake made.
- Don't buy a cheap list and expect good results.
- Ensure your mailing is full of customer benefits.
- For response methods, use Postal Reply, Telephone response or
customer invitation to an event.
4. Exhibition & Trade Shows
- Trade Associations or institutions are usually better attended
than private events.
- Get recommendations from business associates for the best ones
to attend.
- Work out your costs from staff costs + stand cost + fitting
out cost.
- Never ask people 'Can I help you? Ask 'Do you use our
product/service?'.
- Not the best method for getting new customers.
5. Telesales
- Use as part of a direct mail campaign to confirm receipt of
mailshot, to prompt the required action and to research feedback
from the product/service.
- Use to make appointments for epresentatives, to prompt
re-orders from customers and to invite customers to special
events.
- Use as part of an advertising campaign to handle responses
with trained people.
6. Seminars
- useful when potential customers need to go through a learning
curve in order to buy.
- Can be risky, especially if free, as potential customers don't
always turn up.
- Can be expensive so you need to have a high value product or
service on offer.
- Follow up mail shots with telephone calls for confirmation to
attend.
- Consider offering gifts or booking a special location to
attract attendees.
7. Commercial Radio
- Check listener profiles to identify those that would be most
likely to be interested in your product.
- Ask the radio stations for a list of companies similar to
yours who have used their station to advertise.
- Select the best time of day for your product to be advertised.
- Check the geographical coverage. If too far away they might
not buy.
- Use professional presenters and ensure that the benfits are
spelt out to the listeners.
8. Directories
- Ask your customers which ones they use. Then advertise in
there.
- Your main message must be clearly visible and easy to read.
- A small display ad with a compelling message is just as good
as a large ad.
About the author:
(c) Paul Curran, CEO of Cuzcom Internet Publishing Group and
webmaster at Wealth-Building-Secrets.com brings you sales &
marketing strategies, promotional marketing products plus strategies and
advice for personal and business success.
This article may be reproduced in its entirety provided the
resource paragraph above is included and all urls kept active.
541 words
Written by: Paul Curran
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