Most businesses choose advertising venues recommended by their advertising agency, or base their decision on which media representative shows up on that day.
They are often sold the worst kind of advertising because it matters more to the agency how much the seller will get in commission, not how effective the ad is for the buyer.
If you are looking for fast food readily available over the counter, there is always a McDonalds or KFC just around the corner.
Like the truly great restaurants, you will need some skills and guidance to find the most effective and affordable advertising venues. These venues aren’t openly promoted, no commission is paid out, and there are no sale representatives.
There are five major categories of advertising venues you should think about:
>> Trade Publication and Hobby Magazine with hundreds upon thousands of ultra-loyal readers; >> Mega-Large and Organically-Grown Newsletter Mailing List; >> Heavy Traffic Blog Networks; >> Information-Hungry Membership Sites; >> Top Article Directories and Article-Announcement Groups.
If you advertised in newspapers, mailed out letters, or dailed phone numbers, and if your response rate is more than 2%, give yourself a pat on the back because the industry average is only 1% - 2%. That means you have done a much better job than majority of your competitors
However, if you aiming for a better-than-average score, then forget what the “advertising expert” tells you, and think in terms of double digits not single digits. And if you are getting any less than 20%, you are not making full use of your advertising dollars.
What’s the secret here?
There is no secret.
If there is - it’s an open-secret you can buy in a local bookstore for less than $15. Get your hands on any marketing book, and you will come across the word “target marketing”.
It’s such a buzz word today, according to Wikipedia “it’s a process of pulling apart the entire market as a whole and separating it into manageable, disparate units based on demographics.”
In plain English, it’s about selling to the right buyers. And if you run ads where the wrong people see them or not enough people see them. your phones aren't going to ring... and nobody is going to come into your store.
No matter how good your product is.
No matter how persuasive your sale copy is.
No matter how much budget you have.
I see people make this mistake all the time, if you are selling software to business people, don’t spend half a million advertising in the New York Times.
Why? My guess is 90% of the people reading the New York Times aren’t business owners, therefore 90% of your advertising dollar would be wasted.
What’s the alternative? Place your ad in business publications where you are speaking to 100% of your target market. Remember that more is not better, go fishing where the fish are, and place your ads where you “ideal” customers gather.
If you want to double, triple and even quadruple the return on your advertising dollars; if you want to find out how to advertising without spending $1 on advertising; visit my website by clicking on the link at the end of this article, and sign up for your *FREE* Marketing Lessons.
To learn more about this author, visit Lei Wang's Website.
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Lei Wang
(Visit Lei's Website)
== Why Almost Everyone Is Dead Wrong About
How To Get New Customers ==
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