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Postcards: Your Secret Weapon I’ve often said the greatest strength of postcards as advertising tools is their versatility. They’re easy on the wallet, easy on the eyes, compact in size and, best of all, hard for customers to ignore. They can be used for surveys, promotional offers, thank you notes to customers or anything else you might need to let your customers know about. Direct Mail Tips and Tricks Direct mail pieces have long been a weapon in many marketing campaigns. Even with the proliferation of the Internet, direct mail is still a viable marketing tactic. As technology improves and color printing costs go down, there’s no reason not to send out direct mail pieces, like catalogs and brochures. The Frequency of Your Advertising The best ad in the world won’t always do its job if you send it out at the wrong time. Knowing when to advertise is going to be just as important as knowing what kind of advertisement you should use. The Next Big Thing in Advertising Before its release in 1999, the movie The Blair Witch Project created nationwide interest through a clever marketing campaign that claimed the horror film was actually a true life documentary compiled from the recently discovered film footage of a group of film students who disappeared under mysterious circumstances. Whatever you may think of the film itself, there’s no questioning the impact of the film’s advertising. Re-Evaluating Your Brand The way a company presents itself to customers plays a big part in the success of any company. It’s essential to make sure that your company’s image is reflected positively in everything you do and that you don’t make dramatic changes in branding that are going to have a detrimental effect on any of your customers. How to Research Customers Researching your customers is one of the most important things you can do for your bottom line. You won’t be able to get people in your door or on your Web site if you don’t know who you are marketing to. Mixing It Up In Advertising Advertising is the most important part of your business and is the foundation for the success or failure of any business. No one can draw in customers without advertising, and the more effective the advertising, the more customers you will draw in. Reach Out to Build Your Business Both parties in a marriage become stronger from the help they receive from each other. This truism of romance also translates to the Internet marketing world. Many companies team up by advertising one another's services to their own traffic. Why Quality Is Not Always Quality Do you sell “quality” products or offer “quality” services? If so, never tell your customers this fact. Believe it or not, the word quality is often a deterrent to potential customers. Today’s consumers see the word quality constantly, yet often associated with products that are far from quality products. When you are creating advertising copy to send to your commercial color printing company, avoid this word at all costs. An Exploration of Printing Techniques Man has been engaged in printing for over 500 years. The original letterpress was invented by Gutenberg centuries ago. Since then the methodologies have improved consistently. The relatively recent advent of digital printing brought the art quickly into the information age. Color printing today is a truly advanced science. Good Customer Service Equals Good Sales One of the oldest adages in business asserts that the customer is always right. Another claims that the customer comes first. These clichés exist for good reason. Without customers there is no revenue. Without revenue there is no company. Hence, it stands to reason one should strive to provide a very high level of customer service. Get Your Marketing Directly to the Boss Trying to send anything to the boss of a company is a difficult chore. Anything you send will likely go through multiple screening processes before it ever gets put on the boss’s desk. Any person in charge of a company is going to be busy, and so most of the letters sent are never going to be seen due to a busy schedule. Because of this you need to know how to bypass all of that screening and make sure your mail gets opened by the person in charge. Wow Your Customers With Unique Ads Advertising is one of the most important aspects of your business. The problem is that in today’s market, many people have become so adjusted to online sources of advertising that they don’t think of the many opportunities that are available offline. Make Your Advertising Work For You Some companies plan their advertising around their budget. Bad idea. Although price is important, it isn’t what you should base your marketing plan around. Some companies say “We have X amount of money. How much advertising can we buy with it?” This process is backwards if you really want to make your advertising dollars count. To make your advertising work for you, you should ask the following questions: Who is my target audience? What medium will work best to reach them? What will my message b All about Human Billboards Human billboards may be the best method in advertising. This is especially true for smaller businesses. Consumers that frequent a company enjoy purchasing their products for various reasons. The service may be impeccable, the prices are lower than their competitors or they have exactly what most people wish to buy. Whatever their reason for using your service regularly, you can use them as built in (and free) advertisements! Make an Ad That Actually Generates a Response If you have a decent amount of savvy when it comes to advertising, it usually isn’t too difficult to design an ad. The difficult part is what happens after that ad has been released. It doesn’t matter how tricked out that ad is or how skilled you are at creating one. What is critical is the type of response that it creates. If you continually design beautiful ads that don’t generate response, this won’t equate to much job security in the long run. Forget About a Marketing Plan for your Small Business Even as a small business owner, you probably invested a great deal of time and energy into creating a business plan. Most banks require a pretty thorough business plan before they will offer financing to you. Even if you didn’t need financing, writing up a business plan is a good way to make sure you stay grounded and on track. Getting Creative With Your Postcards Newsletters as an effective means to get your word out isn’t a particularly new idea. Companies have been sending out newsletters for years because of the benefits they provide. Aside from being a branding vehicle, a newsletter allows you to keep your customers in touch with the latest news, product releases, updates and more. Take the Customer’s Word to Heart As a businessman, I am always looking for ways to improve my competitiveness in the market. I am not your typical businessperson, in that my product is my ability to write, rather than a tangible item, but I still have a product to sell. To me, the best way to find out how I can better serve my clients (customers) is to ask them. You Might Have More Competition Than You Think Stop right now and take and put serious though to who your competition is. Let’s say you run a video rental store. Odds are the answer you came up with was the other video rental stores. Acting on this you’re going to advertise yourself by showing why it’s better to rent at your store than it is at theirs. Choosing a Graphic Designer for Your Ads As a businessperson, one of the most important decisions you will make is choosing a graphic designer for your advertising literature. You know you want to choose a quality designer, but how do you narrow down your choices? In this article, I will briefly give you some pointers. Break Your Market Down Into Niches Most expert marketers would tell you that in order for you to have an effective marketing campaign for your business you need to find your own niche market. It means that you don’t send your ad by an excellent quality color printing firm to just about anyone. Target marketing means focusing your attention on a particular niche market and then aiming your ad and your message to appeal to that particular group. What’s Your Advertising Style? Advertising is actually a complicated process. It takes a lot of resources and effort on your part to make sure that you send out an effective ad, like your advertising posters, and then make certain that your messages are well understood by your target clients.

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