... the
feature — they buy what the feature does for them. Here are some examples:
ߜ Consumers don’t buy V-8 engines. They buy speed.
ߜ They don’t buy shock-absorbing shoes. They buy walking comfort.
ߜ ... $150 — or
15 percent — as the agency commission. The agency then used the $150 to
cover the cost of its effort on behalf of the client.
Today, businesses communicate their marke...
... 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 ... 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 that fill the body of an ad. Good c...
... 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...
... advertising support in the form of
shared costs for the media placements.
ߜ Ask your station to add your logo and tag line. In return for your ad buy,
they will probably perform the service for free or ... 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 w...
... depends.
In Small Business Marketing For Dummies terms, public relations means doing
the right thing and then talking about it — using publicity and other nonpaid
communication opportunities to inform ... BOOK
EMPHASIZES LOW-COST TECHNIQUES
FOR SMALL BUSINESS
For Immediate Release
BEND, OR, January 15, 2005 – Four years after first hitting book shelves,
Small Business Ma...
... 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 ... presence. The outstanding
resource for achieving this victory is the book Building Your Business With
Google For Dummies by Brad Hill. With his permission...
... 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 product they received.
Once ... 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...
... 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...
... available:
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ߜJudaism ... working with, 120
client-agency agreement, 124 126
deciding to hire, 118–119
fees, 126 127
presentations and interviews,...