You've decided to try advertising your business with post cards. The idea came to you from the post cards you receive from other businesses. You like the idea because it seems easy to do and economical. However, you've never tried this before so you question whether this method will bring you customers.Let me say this first, "All Forms of Advertising Work!" However, you have to clearly understand how the advertising medium works and realize that each form has it's limitations... Read More
Ah, my very favorite promotional product of all, the refrigerator magnet. They are my favorite, because they are so extremely inexpensive, and extremely effective in getting your company name seen in countless locations.They don't make the greatest commission for a salesman of advertising specialties, but I can't stop myself from recommending these little beauties first and foremost to my new customers and prospects. And the reason is so simple. They WORK! I've yet to approach anyone in any kind of... Read More
I am always amazed when I hear about companies who spend tens of thousands of dollars organizing a make-it-or-break-it company event designed to celebrate a company milestone and/or impress prospective customers. Sometimes these events have big contracts or sales at stake! Yet, often planners will fall short on the most critical aspect of planning the event-the invitations! After all, before a client steps foot into your venue, or even confirms attendance, the invitation sets the tone and leaves the first... Read More
Why should I care where I get my printed material from, I'll just go for tenders and go with the low bidder. If you do this probably you won't be in business for long or you'll never really run a successful business. My company, Solutions Ink started from the premise that I don't just sell printed products but rather I help businesses grow and prosper. Being in the business for over 20 years I've seen how the industry and the... Read More
To succeed in today's crowded marketplace where most of the products and advertising look exactly the same, a small business owner must stand out, shouting above the din with a message so clear and compelling that prospects stop and take notice. It's a matter of business survival. Unfortunately, most entrepreneurs quickly retreat to the supposed security of sameness, soon to be lost in a sea of anonymity and a tidal wave of frustration. In effect, albeit at a subconscious level,... Read More
Marketing is an important tool for attracting customers. It is commonplace to see banners announcing bargains of "70% off the retail price." However a recent High Court decision illustrates that care must be taken with such marketing.In the case of Office of Fair Trading v Officers Club Ltd and another [2005], the defendant advertised products at 70% off the retail price. The relevant product was offered for sale in a limited number of stores at a higher price for a... Read More
Many entrepreneurs believe that they understand what public relations is, but very few do. Publicity and public relations can be used to boost your business by thousands of dollars a week or kill it; the trouble is using it to your advantage.I'm going to cover a few of the basics for getting good publicity and why you need to do them. If you do, you can be assured that you will be increasing your business at a rapid speed. Publicity,... Read More
Many prospects skim through catalogs and brochures, glancing at the photos and reading the accompanying captions only when a particular image arouses their interest. That's when you have their attention. And so that's when you sell them.My advice for writing captions is to never describe what readers can see for themselves in your photo.If your photo shows a man in a golf shirt, for example, don't place a caption beneath the photo that simply says "New Golf Shirt." Instead, write... Read More
In 1957, a perspicacious young journalist from Pennsylvania named Vance Packard wrote a book called The Hidden Persuaders. It was meant to explain to the public at large why they buy the products they do and to warn them about the psychological aspects of consumer appeal that lie beneath the levels of consciousness. A red car, for example, has hidden stimuli, for red is a color that makes people angry. If you think I'm nuts, (I am, but not about... Read More
Here's some easy ways to create signage that will attract, not annoy customers (and local government agencies that regulate signage):1. Since movement always attracts attention, any banner, sign set of a pole that might move with the wind or electrically-turned sign will stand out from the static messages around it.2. A retailer could become known for catchy sayings, advice, or questions (that are answered in the next day or week's sign message). Messages may or may not be directly related... Read More
When you spend money on an advertisement you want to get the best return possible. To do that you need to get people to STOP and LOOK at your ad.Remember, people are busy and they're bombarded with thousands of commercial messages every day. So the odds of them giving your ad much attention are very small unless you give them a good reason to look.The tool you can use to get people to look is called a disruptor. It disrupts... Read More
Your Yellow Page Ad Deserves More than 10 Minutes of Thought a YearBefore long, your Yellow Page directory rep will be paying you a visit. It's an annual event that happens several months before next year's directory goes to press. He or she will urge you to think about your ad just long enough to renew what you used in the previous directory - or to upgrade according to their suggestions. If you comment that business is up OR down,... Read More
Many home improvement contractors attempt to use advertising to expand their client base and increase profits. Whether it be yellow pages, mailers, ads, or valpak; for many it's a total waste of time and money. Why do so many contractors achieve less than desired results from their advertising dollars? The answer: They're doing it the wrong way!There are two types of advertising. One is a complete waste of money. The other is highly effective, yet very few people know about... Read More
If your company is one of those innovative businesses that has taken advantage of new fax broadcasting technologies to get your message out, you've probably come to realize that the fax broadcasting services industry is ever-changing and new developments are coming out all the time.It's pretty much a full-time job just to manage a fax broadcast database of any size, not to mention keeping the related fax broadcasting software updated and operational.If you've gotten frustrated with the overhead and manpower... Read More
If you are creating a brochure, make sure you follow these 9 steps to get best return on your investment:1 Grab Attention You need a hook that gets your audience interested. The headline or main text is your first chance to grab attention. Get the adrenaline pumping, tears flowing, or sides splitting. Spark their curiosity and they will keep reading.2 Time and Convenience Provide value by meeting time and convenience needs. Offer useful information that will be of... Read More
Let's take an example that is easy to check: I am French. Among the readers who reacted while reading that, an half felt their painful stomach ulcers starting up again while the others remembered their burning desire for visiting France. Nothing inexplicable. If the French-haters had not been that determined, the French-lovers would never have had to be so supportive. How long would it take to a Finn or a Bulgarian to provoke any reaction?Whoever you are, whatever your activity,... Read More
Did you know generating positive media coverage is four times more effective than advertising? Getting exposure in the media is far-reaching, utterly credible and free. As an added bonus you may well attract an audience that you never anticipated. But talking to reporters can be risky and threatening for first timers. You can say too much and lose control of the interview. You can say the wrong thing and damage your reputation. You can say "No Comment" and miss an... Read More
The ability to lead, persuade and influence are integral skills for effective managers. The capability of telling a story that inspires, motivates and informs is an essential part of this process. In an age of convergence in the media and increased scepticism over traditional communication methods, a new breed of managers and leaders is emerging that sees the media as an opportunity and not a threat. They use the media in a pro-active way to build their organisation's image, reputation... Read More
The ability to lead, persuade and influence are integral skills for effective leaders. The capability of telling a story that inspires, motivates and informs is an essential part of this process. In an age of convergence in the media and increased scepticism over traditional communication methods, a new breed of leader is emerging that sees the media as an opportunity and not a threat. They use the media in a pro-active way to build their community or organisation's image, reputation... Read More
The ability to lead, persuade and influence are integral skills for effective managers. The capability of telling a story that inspires, motivates and informs is an essential part of this process. In an age of convergence in the media and increased scepticism over traditional communication methods, a new breed of managers and leaders is emerging that sees the media as an opportunity and not a threat. They use the media in a pro-active way to build their organisation's image, reputation... Read More
