Combining Technologies To Make The Most Of Your Advertising Dollar

Written by Fred Ost

Advertising has come a long way since people used to carve messages intorepparttar bottoms of sandals, and it takes a little bit of research to make that progress do more for your small business.

I say small business because I own and operate a small business specializing in helping small business makerepparttar 149673 most of their advertising budget by combining different forms of advertising. Print advertising will never disappear, as wonderful asrepparttar 149674 internet and television are there is still no substitute for flipping through a newspaper or sitting in your favorite chair byrepparttar 149675 window checking out some of your favorite magazines. The problem with print advertising be it newspaper or magazine for most small business owners isrepparttar 149676 cost. Unless you commit yourself to advertising in multiple issues you will not getrepparttar 149677 best prices and for most of us that usually results in purchasing a smaller ad than we had hoped for. One ofrepparttar 149678 biggest downfalls of newspapers isrepparttar 149679 lack of target marketing capability, aboutrepparttar 149680 only thing you can tell from most newspapers is whererepparttar 149681 majority ofrepparttar 149682 subscribers live although you can get other demographic info like income/age/education bracket but that's more info than we need. Magazines do offer an advantage here by appealing to a much more specific type of readership, demographic, target market or whichever buzz word you prefer but that too is going to come at a higher premium with similar sacrifices torepparttar 149683 quality and size of ad you would like to run.

Television, like magazines can be very useful in reaching a very specific group of people with your advertising, for example if you have a bait and tackle shop you can just purchase advertising time during "Fishing With Fred" as opposed to purchasing your time slot duringrepparttar 149684 local news. If there is a television show that you know reachesrepparttar 149685 people you know would benefit from your product or service you can contactrepparttar 149686 producers to find out how to buy commercial spots during their program. Cable companies often offer discounts on commercial production withrepparttar 149687 purchase of commercial airtime or "spots" as they are called. These spots usually are either 15 or 30 seconds long. Withrepparttar 149688 falling costs of video cameras in addition to computer video editing hardware and softwarerepparttar 149689 cost of a television commercial is much more affordable than most people think, you might even be able to make one yourself.

Words To Avoid Using In Copywriting And Advertising

Written by Ray L. Edwards

I could still recallrepparttar days of writing telegrams. That was beforerepparttar 149616 fax machine, internet and email. Writing a telegram meant economy of words and so obvious verbs and needless adjectives had to be omitted.

Today, withrepparttar 149617 advent of email and other cheap sources of communication you don't have to be that paranoid about your message-except you are writing an advertisement. When writing a classified ad for example, every word must count inrepparttar 149618 small space allowed and so word choice becomes very important.

But word choice is not only about being brief.

Even when crafting a long sales letter you should try and avoid usingrepparttar 149619 personal pronouns: "we, me, I, our,us". The sales message should be about your prospects and not about your company. The "we syndrome" is a common error but it can easily be avoided. A sales message should state upfrontrepparttar 149620 benefit torepparttar 149621 customer not parade how many awardsrepparttar 149622 company has received inrepparttar 149623 past ten years. Whenever possible thenrepparttar 149624 copy should be written inrepparttar 149625 third person.

There are some other words that are very common in advertising but are just too vague to have any force. Great copy is always specific. "How to make $3,567.23 from your home in 30 days!" has more force than "How to make money from home." Here are some commonly used words that lack force because their meaning is too ethereal:

"It" - State what "it" is rather than leave "it" forrepparttar 149626 reader to figure out. This word can often be replaced by what 'it' represents or stands in place of.

"Quality" - This has a similar meaning to "personality". We often hear people say that someone has personality. But everyone has a personality whether good or bad. The same holds for quality. Every product or service has some quality whichrepparttar 149627 customer will berepparttar 149628 ultimate judge of.

Superlatives such as "tastiest, best, fastest, strongest, superior, minimize, optimize". The problem with these words is that they instill doubt inrepparttar 149629 readers because these claims appear unsubstantiated. These words lack power because they are not measurable. Takerepparttar 149630 word "superior" for example. What criterion or measurement was used to judge this product as superior and by how much?

"Solution" - This word cannot stand on its own. If you are selling a product or service it is also obvious that you are sellingrepparttar 149631 solution to a problem, so state whatrepparttar 149632 solution is rather than just usingrepparttar 149633 word.

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