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.

Winning Sales Letters Always Build Rapport.- Here's How...

Written by Mike Jezek

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Mirroring. This technique is simply becoming like your prospects in appearance, tone, and usingrepparttar words that they're familiar with. For example, you wouldn't want to use graphics that convey repparttar 100999 appearance of power for a food product or a cookbook. And you wouldn't want to talk to an accountant in copy repparttar 101000 same way you would to a construction worker. Mirroring is simply becoming like your prospects, not just in graphics, but also print.

Rapport if very similar to building credibility. The main difference between projecting an image of credibility and building rapport is that your prospect may already believe you and yet they don't identify with you enough to open their wallets. The thing you want to remember is people trust those who are more like them. And you can gain trust usingrepparttar 101001 techniques discussed in this free report.

Yours FREE: 10 Minute $ales Letter Critique by Psychological Sales Letter Specialist (TM) Mike Jezek. Find out where the weak spots of your sales letters are and how to make them capable of starting buying frenzies. Get your FREE critique from Mike Jezek now. Email: mailto:miknlisa@gtcinternet.com http://www.irresistiblecopywriting.com Copyright 2002 Mike Jezek

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