... months before the magazine actually reaches the consumer.
Directories
The most visible directory is the Yellow Pages. There’s an old saying that
Small businesses are the Yellow Pages,” because small ... tracks, target the
right prospects, and pull them inside the ad to read, as commentator Paul
Harvey would say, the rest of the story.”
Copy is the term for the words...
... logos. They’re available in sizes smaller than
those accepted in the rest of the paper, and they stand out on the other-
wise all-type pages.
Classified ads follow the same guidelines as all other ... quarter-page ads, there’s good news for small- budget,
small- size advertisers.
Partial-page ads pull fewer readers — but the reader numbers don’t drop as
fast as the cost of th...
... Requested instructs the post office to
return the piece with the corrected address or the reason the mail was unde-
liverable. The item won’t be forwarded, but you will have the information you
need ... to $5. In other words, a product
that retails for $19. 95 should cost the manufacturer somewhere between $4
and $6.
Infomercials are high risk. There is no other way to put...
... into
your business. Reward the effort with a package that flatters both the
gift giver and your business.
ߜ Keep track of the names of both the gift buyer and the gift recipient.
ߜ When the gift ... expectations
The fable about the oil driller who tossed in the towel just feet before reach-
ing liquid gold is a good analogy for what most small businesses term their
fa...
... what’s in the news for the media
audience — not what’s in it for you).
ߜ A dateline: The meat of the news release begins with the name of the
city and the abbreviation of the state from which the ... longer whether
small businesses should dive into the field of online marketing, but rather,
how they should plan and implement their online presence.
The issue is hot...
... time for an appointment.
The first approach calls for the order before the prospect is ready for the
question. The second approach seeks to build rapport. Which would you
respond to more comfortably?
Prospect ... Disappear
The majority of prospects won’t get If the ad reaches 50 0 qualified prospects,
“caught” by the ad. it might gain the awareness of a few
hundred....
... your business. But they won’t remain silent. They’ll personally
share their dissatisfaction with anywhere from 5 to 20 other people, and
thousands more if they use the reach of the Internet as they ... More often
they received mediocre service, based on how they were greeted, the
time it took to help them, the way their complaints were handled, or the
quality of the service or...
... advertising
and marketing materials.
For Dummies Books for Small
Business Marketers
Building Your Business With Google For Dummies by Brad Hill: Climb
higher on the Google index and explore Google ... about what’s in it for them.
9. Believe there’s a pie in the online sky.
Contrary to rampant belief, the opportunities of the cyber world aren’t
just ripe for the...