Why you should never pay "rate-card"

Written by Neil Moran

Continued from page 1

You call Sue (now your friend) onrepparttar classified desk. You tell her your tale of woe. She's biting her wrist to stop laughing long enough to talk to you. The conversation might go like this:-

You: "Sue, I had a terrible response to that advert."

Sue: (Sympathetic) "Oh no! Give it a bit more time. Sometimesrepparttar 101138 first advert never does well because you're a new company. People need to seerepparttar 101139 advert a few more times before they're confident enough to buy from you."

You: "You reckon?"

Sue: (Hardly able to control her mirth). "No doubt about it, Also, you went in on a Tuesday, didn't you?"

You: "Yes...."

Sue: "I think you ought to try a Friday. It's closer torepparttar 101140 weekend, and people are more relaxed."

You: (Growing donkey ears). "Do you really think so...?"

Sue: "Definitely. As it happens, we have some space in this Fridays issue. It's a really great position. We normally charge more for a Friday, but since you lost money last time, we'll let you have it for 4700."

So you bookrepparttar 101141 space, and increase your money-back guarantee (or whatever). You've guessedrepparttar 101142 rest. Friday comes and goes andrepparttar 101143 response is aboutrepparttar 101144 same as your last advert. You kiss another three grand bye-byes. But before this, down atrepparttar 101145 classified department:-

Sue: "Here's a riddle for you, John. What company starts with "A" and has just sent me a cheque for 4700?"

John: "You're putting me on!!"

Sue: (Waiving cheque) "Tum tee tum tum!"

John: "You jammy sod!"

Etc. Etc.

Now why would a nice girl like Sue take such enormous pleasure in stitching you up? Does she hate you? Did you kick her cat once, and she's never forgotten? Oh no, nothing so personal. Sue is pleased because:-

She's making a thumping ten percent commission on each advert she sells!!

And ten percent of five grand is 500. Ten percent of 4700 is 470. That makes 970 for two phone calls from you! She's probably quite a nice girl. I'm sure she buys her mother flowers on Mothers' Day. And I also know that she is having an expensive foreign holiday this year, courtesy of ACME publishing!

Neil Moran marstron@ukonline.co.uk Get the last website you will ever need to promote! A business in a box! mailto:marstron@ukonline.co.uk?subject=More_Info_Please

Your first job is to get your customers to see your ad!

Written by Noel Peebles

Continued from page 1

Wouldn't that be great? But it's unlikely to happen just like that, So . . .

You be that reporter! You writerepparttar 'rave' article just like a reporter would.

And atrepparttar 101137 end ofrepparttar 101138 article, you perform a 'public service' for your readers by telling them where and how to order. Having done all this, please don't waste it all by having your 'article' typeset to look like an ad. No! No!

It should be typeset to look likerepparttar 101139 article it is. You know, ad agencies just love to quote studies that prove how much people love to read advertising.

Rubbish! Rubbish! Rubbish!

Editorial material (or material that appears to be editorial) gets 500% more readership than material that is obviously advertising. If you don't believe me, just flick throughrepparttar 101140 pages of your newspaper and take notice of where you eyes are drawn. I'll wager that it's not torepparttar 101141 ads.

Noel Peebles noel@marketleadersltd.com The Quick And Easy Ways To Get Better Results From Your Advertising...Increase Your Sales At Higher Profit Margins Than You've Ever Done Before. FREE newsletter. FREE ebook. http://www.betterbizprofits.com

    <Back to Page 1
ImproveHomeLife.com © 2005
Terms of Use