Don't Be a Tom, Dick or Harry

Written by Karen E. Hipp


Continued from page 1

*I had been using this same ad format for over a year, changing copy here and there.

*It became too stale. Everyone's like "Yeah there's that ad again╔whatever." Of course you know what I changed ASAP.

Now aboutrepparttar wayrepparttar 101001 ad looks and sounds. Let's start withrepparttar 101002 copy. The copy should be written as if you were having a conversation with someone. Not full of stiff sentences and things that mean a lot to you, but to no one else. What do they think after they read your ad? Does anything urge them to take action? Maybe they even laughed (in a good way). Good humor is easily remembered.

Spend your money on creative to come up withrepparttar 101003 concept and designrepparttar 101004 ad. A lot and I mean a lot of heads of companies or owners think they know how to do this.

Wrong. You knowrepparttar 101005 product you are selling. You don't know art direction or concept. You do know your product, so tellrepparttar 101006 art director or agency aboutrepparttar 101007 product and what market(s) you are trying to reach. They arerepparttar 101008 professionals, so trust that they know what they're doing.

If you are concerned aboutrepparttar 101009 cost of such services, then run your ad 8 times instead ofrepparttar 101010 10 you planned. Branding your company and your product is worthrepparttar 101011 extra cash. First impressions do count.

You have to treat advertising like overhead. Just like shipping materials and postage. It's all part ofrepparttar 101012 cost of your product, so it must have a respectable position in your overall budget. Not "what's left-over."

Now you are armed withrepparttar 101013 tools so you won't be like "Tom, Dick or Harry."

Move advertising torepparttar 101014 right place on your balance sheet and don't followrepparttar 101015 crowd.

Six months from now, you'll be glad you did.

www.downanddirtymarketing.com Copyright 2002. Re-use permission Karen@Hippmarketing.com



Karen E. Hipp is a nationally recognized marketing consultant and the author of the ebook "Do-It-Yourself Marketing." Karen has been honored with "Marketing Director of the year in two separate industries and has won 54 Addy Awards. Karen's business, Hipp Marketing, focuses on small to medium sized businesses that need marketing help.


What Advertising Can and Can't Do For You

Written by Karen E. Hipp


Continued from page 1

Myth 5: Advertising does allrepparttar work for you. You can't place your ad, then sit back and wait forrepparttar 101000 phones to ring. Advertising is not a passive way to get business. The more active you are in promoting your business through a variety of marketing activities,repparttar 101001 more effective your advertising will be. Plus, your promotion activities will greatly enhance your advertising efforts. Most ads produce leads from people that are interested. Therefore, you have to have your follow up messages in place. One ofrepparttar 101002 key factors in this is to have your entire staff be knowledgeable of every ad that is placed, where, when and what their response should be. If someone calls to get more information about your ad, butrepparttar 101003 person who answersrepparttar 101004 phone knows little to nothing about it, bang. Dead lead. Have your staff be well prepared to answer all questions.

When a small business should advertise: *When your target market is reachable by one or more media.

*When your target market is a decent sized mass-market.

*When this is one ofrepparttar 101005 only ways you can reach prospects.

*When you are moving into a new market.

*When your budget permits for frequency.

*When you can reachrepparttar 101006 most people who can and will buy your product or service through cost effective advertising.

*When your competition does.

When your competition doesn't.

When a small business should not advertise:

*When it is not cost effective forrepparttar 101007 return on your investment.

*When your budget will not permit repetition.

*When you expectrepparttar 101008 adverting will bring in customers byrepparttar 101009 hundreds.

*When advertising will be your only method of reaching your market.

*When your advertising will be far less than your competition.

*When you cannot afford to have professional ads done.



Karen E. Hipp is a nationally recognized marketing consultant and the author of the ebook "Do-It-Yourself Marketing." Karen has been honored with "Marketing Director of the year in two separate industries and has won 54 Addy Awards. Karen's business, Hipp Marketing, focuses on small to medium sized businesses that need marketing help.


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