What Advertising Can and Can't Do For You

Written by Karen E. Hipp

What Advertising Can and Can't Do For You

Mostly, advertising is misused and misunderstood. A lot of people confuse "marketing" with "advertising." Advertising is a part of marketing, but notrepparttar whole thing! The downside ofrepparttar 101000 "misunderstanding" is that small businesses look at this as their only means of getting sales for their business. Many times,repparttar 101001 result is miss-spent money with little to show in return.

Advertising can be most effective when you are selling a mass-market product like laundry detergent or coke. However, many small and home owned businesses sell more of a specialized product or services that appeals to a much smaller "niche" market. To understand what can work for you, lets first clear up a few myths about what advertising is:

Myth 1: Advertising is what you have to do to get business. Advertising is simplyrepparttar 101002 purchase of time or space in order to promote a product or service. There are many other marketing methods available such as publicity, promotions, signage and referral programs that could work better for your business.

Myth 2: Advertising is too expensive for small business. It doesn't have to be. You can find very cost effective advertising methods through local community papers, classifieds, "zoning" in your main papers local section (to hit certain zip codes only), industry newsletters and small ads that are placed repeatedly inrepparttar 101003 same spot ofrepparttar 101004 paper. Cable TV can be targeted and cost-effective as well.

Myth 3: There is only one best advertising method. Just like investing inrepparttar 101005 stock market, it is important to diversify. You don't want to put all of your eggs into one basket, at least until you find what works best for you. There can be a lot of trial and error, which means that it's crucial to have some type of results mechanism in order to see what works and what doesn't. Sample several approaches all at once, once you have narrowed downrepparttar 101006 field to those you feel worthy. You will then findrepparttar 101007 best one or two methods that work for you. This also tells you to avoid any long-term contract with any media outlet until they have been proven a good source. You can even sometimes strike a bargain with a particular media source that you are interested in to allow you to "test" response at a reduced rate.

Myth 4: You only have to advertise on a limited basis. The success of advertising is all about "frequency." It can take up to 5 times before anyone notices your ad, then 10 or more times before they might act on it. Therefore, you have to have enough money in your budget to testrepparttar 101008 ad over time. Remember that we are exposed to hundreds of ads a day. As a result, we act like "screeners", filtering out any information not useful to us. So, blowing your advertising budget on one 1/2 page ad in your local paper will surely not producerepparttar 101009 results you are looking for.

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

Written by Mike Jezek

Listen, wouldn't you love to haverepparttar power to influence people to listen to you, to your ideas, to your demands, maybe even give money to you? And maybe even create a loyal base of customers, fans, or friends? I know I would. So how do we go about that? One answer, my friend. Rapport. It's a technique not only used by sales superstars. Religious leaders, politicians and business leaders also use it.

How do we create rapport?

Here are a few methods for creating rapport:

Yes Sets/A.R.C.ing Statements. In copy we can occasionally sprinkle a few statements that are obvious yes questions. For example: (You know it's important to learn this don't you?. /Isn't it a great time to start a business? /Going to college will give you an edge won't it. /You do want more excitement in your life don't you? /You deserverepparttar 100999 best things in life don't you.)

Adding a question mark as opposed to a period is still open for debate so use what you feel will be best for your situation. Againrepparttar 101000 point of this technique is to get Mr. Prospect agreeing with you and hopefully be put in a "yes" frame of mind so he'll be more open to saying yes to your offer.

Pacing/Undeniable Truths. This technique is similar torepparttar 101001 above mentioned technique. With undeniable truths you sprinkle your copy with statements that are obvious statements you and your prospects accept. A few examples: (As you read this letter you notice I put repparttar 101002 words unconditional guarantee in big bold letters. /Why have I sent you this two-page letter? /As you saw fromrepparttar 101003 statistics I listed earlier thatrepparttar 101004 rate is 6% now. /Remember what Bill Woods said in his testimonial? Well it can happen for you too). It's been said that you should use three to four pacing statements before you introduce a new thought that directs them to respond repparttar 101005 way you want.

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