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How To Do Effective Local Marketing & Advertising
| Guest post by: Dwayne Phelps |
Article Overview: Chances are if your reading this you are struggling to generate any real results with your local marketing and advertising... am I right? You might have done a couple Yellow Page ads, maybe a Tv commercial or two...
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Free Download - The Most Important Aspects Of Website Design For Local Small Businesses By Dwayne Phelps |
How To Do Effective Local Marketing & Advertising
Chances are if your reading this you are struggling to generate any real results
with your local marketing and advertising... am I right?
You might have done a couple Yellow Page ads, maybe a Tv commercial or two...
Maybe you even went as far as buying a really expensive "local internet marketing and advertising package" from the account executive that keeps stopping by every morning...
Did it work?
Where you happy with the ROI it produced?
Chances are probably not...
You see, with any type of local marketing and advertising you have to have whats called a Unique Selling Proposition.
A Unique Selling Proposition is the term used to describe the major advantage of your product or service over the competitors...
Its a clear and conscise reason on why someone should pick your product over your competitors...
If there is no major benefit for the customer to choose you, they won't...
Here are the three things a USP must have according to Rosser Reeves, from the book Reality in Advertising:
1. Each advertisement must make a proposition to the consumer. Each must say, "Buy this product, and you will get this specific benefit..."
Basically a large benefit to the person,right upfront, seeing your advertisment or marketing pieces:
2. The proposition must be one that the competition either cannot, or does not, offer...
The "unique" part comes into play right here.
In your marketing its not enough to just offer a benefit but you must also be able to differentiate "why your product" from the others being offered to them.
3. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.
Whatever you end up proposing to be different from your competitors it can't be trivial or boring!
It must be something that is very important to the reader...
So now, escpecially in this economy, its more important then ever to develop a USP that will bring customers over your way and finally get you a profitable ROI on your advertising...
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Referred by: http://jaykubassek.com
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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: My 3 best business books
- 1. Think and Grow Rich - Napoleon Hill
2. The 7 Habits of Highly Effective People - Stephen R. Covey
3. Permission Marketing - Seth Godin
Think and Grow Rich seems more powerful each time I read it or dip into it. The 7 Habits not only offers some very effective ways to organize your life (which I have yet to master!), but also some great quotations and thought provoking statements including this by Nazi concentration camp survivor, Viktor Frankl:
[i:2naxzsom]Between stimulus and response, man has the freedom to choose.[/i:2naxzsom]
Seth Godin's Permission Marketing is a good read for anybody seeking to understand how to approach doing business on the Internet in the right way with regard to winning people's trust.
Re: Why Some Websites Sell and Others Don’t?
- There is myth that if you build websites people will come. It is never through, you need to do a lot of things to make your website to work. You have many models of attracting traffics to your site.
PPC
Article Marketing
SEO
Press Release
Banner Ads
Forum Posting
Classified Advertising
Media Buying
Solo Ads
and a lot of more. If you are not doing any of the above your websites will just be one of the millions of the unknown sites in cyber space
Re: What is your Business?
- We are running a Online Marketing Firm and we have some good clients to which we are offering a complete Digital Marketing strategy like Search, Mobile Marketing, Branding and Design. I think in Online Marketing company online presence can be a wining factor for the success of the company.
Chain store hurdles
- [quote:3v8nzz4s]Everyone I'm targeting are independent stores which helps me overcome one hurdle. [/quote:3v8nzz4s]
What hurdle is that?
I know the major stores like B&N, etc. like to deal with buyers and distributors, but I think they all cut some slack to "Local" authors, don't they? Every store I go into has its "Local Section," featuring local authors, as well as books about the locality.
I wouldn't bypass them altogether. If you drive past one, why not go in and visit, talk to the manager, see what they say?
[quote:3v8nzz4s]Bookstores want to order through Bowkers and I have their info and the ISBN (identification) numbers for my books. [/quote:3v8nzz4s]
You mean the major chain ones do, right? Independent stores I think have no problem dealing directly with the publisher/author. But you want to get your money up front if possible in case they go out of business....as too many independents do these days.
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