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advertise

Who Pays $600 for Jeans? Evidence of Mass Affluence

by Dan Kennedy10.02.2009
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Historically, free standing inserts in daily newspapers tended to advertise discount tax preparation services, furniture sales, K-Mart, Wal-Mart, Payless Shoes, a chiropractor’s office, an auto repair shop.
Recently, in a daily newspaper, I found a slick, full-color, 4-page insert for a ‘private lakefront community’ with a Jack Nicklaus golf course, homesites starting at $200,000.00, boat slips [...]

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The 5 Elements of a Good Direct Response Ad

by Bill Glazer09.28.2009
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This is my quick checklist of ESSENTIAL Elements of a good direct response ad
1.) REASON FOR ADVERTISING other than your desire to get customers or sell something. BIG NEWS (other than announcing a new logo), BIG IDEA, a breakthrough solution to somebody’s problem. The biggest reason for advertising failure is advertising just because you need [...]

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Pity the Foolish Small Business Owner

by Dan Kennedy09.22.2009
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Any moron can make money with new media where only little folks play.
But when the big, dumb, brand advertisers arrive – as they have in PPC advertising – the media cost skyrockets and that’s that. This should never be a sudden surprise – or a gradual one, either – to anybody with even small quantities [...]

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Hey….Don’t Forget Space Ads in Your Small Business Marketing

by Bill Glazer09.17.2009
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Let’s talk about newspaper and magazine advertising which is commonly referred to as “Space” advertising.
In many ways, this form of advertising is one of the harder media to make work in small business marketing. Mainly because it typically is a rather costly media and depending on the size of your transaction, it can be very [...]

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Before We Advertise, Let’s Decide WHAT To Advertise

Thumbnail image for Before We Advertise, Let’s Decide WHAT To Advertise by Bill Glazer08.07.2009

There are five important rules to successful advertising.
When you advertise you MUST:
1. Decide whether you have a 1-step or multi-step sale to make.
2. If multi-step, recognize your small business marketing is simply trying to generate leads (and do nothing else that takes away space, time, attention, etc. from that task)
3. Feature your free offer up [...]

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Ads or Articles – Which is Better to Market a Small Business?

by Dan Kennedy07.09.2009

The Advertorial, The Challenge Of Maximum Readership Reconsidered
The knee-jerk answer is: articles. And the argument for the “advertorial” i.e. an ad made to look like editorial material is that it is obvious; people buy newspapers and magazines for the articles, not the ads. But, like all dogma, ain’t necessarily so. For example, lots of people [...]

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Use the News to Market Your Small Business

by Dan Kennedy07.09.2009
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WHEN WILL NEXT GIANT METEORITE STRIKE EARTH AND CAUSE MASS EXTINCTION? There are actually people worrying about this sort of thing. According to the article from USA TODAY, the last bash was about 250 million years ago.
Apparently this is cyclical, so, according to this article, in another 50 or 100 million years, you may not [...]

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