Tweet

Revealed: Secrets That Most Advertising Agencies And Sale Reps Hope You Never Discover

Written by: Lei Wang

Article Overview: 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.

Revealed: Secrets That Most Advertising Agencies And Sale Reps Hope You Never Discover

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.

Related Articles
  Success Isn't Magic
  How Can I Find Independent Sales Reps or Sales Agencies?
  Why Use an Advertising Agency
  Expand Your Advertising Budget By Getting Free Publicity From Local Media
  Should You Train Unmotivated Sales Reps?

Article Tags: advertising agency, affordable advertising, announcement groups, bookstore, buzz word, dispara, double digits, fast food, guidance, heavy traffic, hobby magazine, loyal readers, mcdonalds, media representative, newsletter mailing, pat on the back, response rate, target marketing, trade publication, wikipedia



Related Forum Posts
Top 19 Copywriting books - 1. Ogilvy on Advertising. David Ogilvy. Wiley. 2. Positioning: The Battle for your Mind. Al Ries and Jack Trout. Warner. 3. The New Positioning. Jack Trout. McGraw-Hill. 4. Tested Advertising Methods. John Caples. Prentice-Hall. 5. How to Make your Advertising Make Money. John Caples. Prentice-Hall. 6. Guerrilla Advertising. Jay Conrad Levinson. Houghton Mifflin. 7. Direct Mail Copy that Sells. Herschell Gordon Lewis. Prentice-Hall. 8. Sales Letters that Sizzle. Herschell Gordon Lewis. NTC Business Books. 9. Herschell Gordon Lewis on the Art of Writing Copy. Herschell Gordon Lewis. Prentice-Hall. 10. Romancing the Brand. David Martin. American Management Association. 11. The Art of Writing Advertising: Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves. NTC Business Books. 12. Confessions of an Advertising Man. David Ogilvy. NTC Business Books. 13. My Life in Advertising. Claude Hopkins. NTC Business Books. 14. Scientific Advertising. Claude Hopkins. NTC Business Books. 15. How to Become an Advertising Man. James Webb Young. NTC Business Books. 16. The Lasker Story as He Told It. NTC Business Books. 17. Advertising Concept and Copy. George Felton. Prentice Hall. 18. The Copy WorkShop Workbook. Bruce Bendinger. The Copy Workshop. 19. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. Luke Sullivan. Wiley. This should keep you busy for at least a year. Enjoy!
Re: SEO... - 1: Find the Best Keywords 2: Discover Your Competitors 3: Optimize Your Title 4: Optimize Your META Tags 5: Use Headings 6: Use Title and ALT Attributes 7: Nomenclatures 8: Create a Site Map Page 9: Include a robots.txt File 10: Install a sitemap.xml for Google MySQL/Oracle:
Ideas for developing my business - Advertising is the life-blood of any magazine. Get some advertisers and you're set. You've got your target market, now start working on the "buzz" around the mag.
Good Adwords Books? - I've just purchased "Ultimate Guide to Pay-Per-Click Advertising" by Richard Stokes. Has anyone read it, and if so what do you think? Does anyone have any other recommendations for books relating to Adwords? Thanks,
7 words or less for Structogram - Some "7 words or less" (more or less) for Structogram for your comments: Training to get your message across(6) Secrets to get your message across (6) Training so people will listen to you (7) Helping you get your message across (6) Training to learn to get your message across (8) Communications training for yourself and your team (7)


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Induction – your first management job

10 Golden rules to survive the Global Crisis

Living on The Edge of Chaos...

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.