Personal Profile Of The Week: Joe Vitale

Written by Larry Dotson


Continued from page 1

Years In Business: 23

No.1 Marketing Strategy: writing books

Most Prized Possession: P.T. Barnum collection of books

Indoor Hobbies/Interests/Activities: magic

Outdoor Hobbies/Interests/Activities: swimming

Favorite Software/Video Game: none

Favorite TV Show(s): 3rd Rock

Favorite Movie(s): Good Will Hunting

Favorite Book(s): The Magic of Believing

Favorite Food(s): Italian

Favorite Beverage(s): diet cherry coke

Favorite Actor(s)/Actress(s): Errol Flynn, Sally Fields

Favorite Music Artist(s)/Group(s): Melissa Etheridge, Stevie Ray Vaughan

Favorite Sport Athlete(s)/Team(s): none

Favorite Color(s): light green

Favorite Place(s) To Visit: Australia

Your Dream Possession/Vacation: Italy

Larry Dotson is the co-author of "The Hypnotic Writer's Swipe File" a collection of hypnotic words and phrases that sell. You can visit his web site at: http://www.ldpublishing.com


How To Correct Common Marketing Mistakes

Written by Kevin Nunley


Continued from page 1

Mistake #3: Your ad budget gets blown in a one-shot marketing gamble. This is one ofrepparttar most common and often heart-breaking problems. A new store will spend everything they have on one radio remote, full page newspaper ad, or direct mailer. Ifrepparttar 121797 first try doesn't work (and it often doesn't), there is no money left for a second or third try.

Which leads us torepparttar 121798 next mistake.

Mistake #4: Marketing isn't consistent. The old saying among veteran marketers isrepparttar 121799 first ad never works. You get consistent, long-term results by continuing your ad over weeks and months.

It may be true that familiarity breeds contempt, but not in marketing. Familiarity develops awareness and confidence in prospects so they buy.

There are endless examples of a small inexpensive ad that appeared inrepparttar 121800 local Sunday paper every issue for years. Sales started slowly, then built to a constant roar.

I'll never forgetrepparttar 121801 owners of an auto parts supplier who strongly believed ifrepparttar 121802 ad didn't pull astounding resultsrepparttar 121803 first time, there was no use in continuing. They bounced from ads in one publication to ads in another with little to show for their effort.

Mistake #5: Marketing fails to tie different media together. Too many timesrepparttar 121804 direct mail campaign a company does has little to do withrepparttar 121805 magazine ads they are running. Instead, make your ads in different media all relate to each other.

Takerepparttar 121806 audio from your TV commercial and adapt it for a radio spot. Use a still fromrepparttar 121807 TV commercial in your magazine and newspaper ads. Takerepparttar 121808 still photo and some ofrepparttar 121809 verbiage from your spot and use it in a direct mail campaign.

The continuity will increase your chances of breaking throughrepparttar 121810 marketing clutter to really reach prospects.

Keep in mind different media work in different ways, accomplishing some things better than others. Television SHOWS how your product or service works. Radio helps people knowrepparttar 121811 FEELING of using your product. Newspapers and magazines are good at EXPLAINING how things work. Direct mail utilizesrepparttar 121812 power ofrepparttar 121813 letter to talk to your prospects in a very personal one-on- one way.

Mistake #6: Finally, don't beliverepparttar 121814 hype thatrepparttar 121815 Internet is somehow dead or dying. USA Today recently reportedrepparttar 121816 number of people usingrepparttar 121817 Web has doubled sincerepparttar 121818 Internet Boom in 1998.

Huge numbers of consumers and businesses worldwide now understandrepparttar 121819 Web is a wonderful place to find a large variety, get things done fast, and uncover a lower price.

Use your web site to give visitors allrepparttar 121820 information they need to understand and buy your product or service. Have your TV spots, radio commercials, print ads, and sales letters all send people to your web site where they can spend as much time as they need perusing your in-depth material.

Marketing is one of those aspects of life whererepparttar 121821 tried-and- true often works best. Use these proven solutions to common marketing mistakes to insure your advertising and promotion efforts bringrepparttar 121822 results you expect.

Kevin Nunley provides marketing advice, copy writing, and promotion packages. See his 10,000 marketing ideas at http://DrNunley.com Reach Kevin at mailto:kevin@drnunley.com or 801-328-9006.


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