What's a business owner to do? This is a lot like buying a
major appliance. You have to be the expert before you go
into the big box store because the minimum wage salesperson
there only knows the days they deliver.
Before you can talk with any media salesperson, you gotta
know the territory, so you gotta do a LOT of research. Read
everything you can find about small business advertising.
Understand the terms used by ad folks. Don't be intimated by
day parts or tab inserts. Understand the role of business
cards and the hidden costs of outdoor. Read. Read. Read.
Know the strong points and the weak points of every media in
your marketing plan so you can't be buffaloed by a fast
talker with an order pad.
In all advertising, always sell your benefits, not your
features (who care if you are number one in the district or
your business has been there 62 years). Beware the
media salesperson will try to get you to star in your own
ad with a big picture of you, or you reading the radio spot.
That's not selling, that's ego. Don't fall for it.
There is a place on the Internet where you can see hundreds
of articles all about small business advertising. There are
categories for every media to make it easy to research and
there is no cost whatsoever.
http://SmallBusinessAdvertisingArticles.com
© 2006 BIG Mike McDaniel. BIG Mike is the Small Business
Advertising Expert. Get his "BIG Ideas for Small Business"
Newsletter at http://BigIdeasGroup.com
major appliance. You have to be the expert before you go
into the big box store because the minimum wage salesperson
there only knows the days they deliver.
Before you can talk with any media salesperson, you gotta
know the territory, so you gotta do a LOT of research. Read
everything you can find about small business advertising.
Understand the terms used by ad folks. Don't be intimated by
day parts or tab inserts. Understand the role of business
cards and the hidden costs of outdoor. Read. Read. Read.
Know the strong points and the weak points of every media in
your marketing plan so you can't be buffaloed by a fast
talker with an order pad.
In all advertising, always sell your benefits, not your
features (who care if you are number one in the district or
your business has been there 62 years). Beware the
media salesperson will try to get you to star in your own
ad with a big picture of you, or you reading the radio spot.
That's not selling, that's ego. Don't fall for it.
There is a place on the Internet where you can see hundreds
of articles all about small business advertising. There are
categories for every media to make it easy to research and
there is no cost whatsoever.
http://SmallBusinessAdvertisingArticles.com
© 2006 BIG Mike McDaniel. BIG Mike is the Small Business
Advertising Expert. Get his "BIG Ideas for Small Business"
Newsletter at http://BigIdeasGroup.com
