Posts Tagged ‘advertise’

Get an “Unfair” Advantage Over The Competition With These 7 Event Strategies

By: Dan Kennedy on: April 9th, 2013 2 Comments

Over the past week, I spent three days conducting the first of only four live events I’ll do this year. Although I’ve considerably shrunk the number of events I do, I still consider there to be no substitute for getting people together in a room. Never underestimate the power of holding live events for your customers, clients and patients. You sacrifice a lot when you don’t get them in the same room with you. Years[…]


The Most Important Question You Should Ask When Advertising

By: Dan Kennedy on: February 26th, 2013 5 Comments

Over the weekend advertisers spent between $1.65 and $1.8 million for a 30-second commercial during the Oscars. That’s a lot to spend, however if the economics are right spending that much can really pay off for a business. Especially if their competitors aren’t willing or able to do the same. Years ago, I thought about building a multi-million dollar company like Nightingale-Conant. However, I learned through painful experience the impracticality of building a mail-order business[…]


How To Sell Better, Even If You Aren’t A Skilled Copywriter

By: Dan Kennedy on: December 11th, 2012

A recent encounter at Info-Summit reminded me of a powerful technique you can use to multiply your income… You can use this whether you are experienced or not, have skill or not, or know very little or a lot about your industry. In fact, even if you consider yourself an amateur copywriter, you can use this to out-perform an experienced pro. It’s a rare secret advantage far too few businesses use. It’s revealed in a story[…]


The Easier, More Enjoyable Way To Make Sales Go Through The Roof

By: Dave Dee on: June 12th, 2012 5 Comments

A couple of weeks ago I read a comment in response to one of my blog posts that immediately made me think of a sales and persuasion technique we rarely, if ever, talk about… The comment was made by a reader named Scott on my post, Three Business Lessons From The “Queen Of Disco” Donna Summer… (If you missed that post, you can view it here.) In his comment, Scott relayed how he used similar[…]


Who Pays $600 for Jeans? Evidence of Mass Affluence

By: Dan Kennedy on: October 2nd, 2009 23 Comments

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 available. It wasn’t all that long ago, incidentally, that the symbol of affluence was a two car household. Now[…]


The 5 Elements of a Good Direct Response Ad

By: Bill Glazer on: September 28th, 2009 19 Comments

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 to advertise. 2.) ATTENTION-GETTING HEADLINE that telegraphs the news, the idea, the breakthrough…and”sells the ad.” The Headline’s first job[…]


Pity the Foolish Small Business Owner

By: Dan Kennedy on: September 22nd, 2009 10 Comments

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 of small business marketing knowledge, historical perspective and common sense. The Big Lesson is what immature, under-priced media giveth,[…]


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

By: Bill Glazer on: September 17th, 2009 7 Comments

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 difficult to earn a return on your investment (ROI). Of course, ROI can vary between whether you are only[…]


Before We Advertise, Let’s Decide WHAT To Advertise

By: Bill Glazer on: August 7th, 2009 8 Comments

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 top and early – don’t hide it (Example Of Headline: EXCITING FREE DVD TAKES YOU ON[…]


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

By: Dan Kennedy on: July 9th, 2009 11 Comments

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 buy the Wednesday newspaper to get the supermarket coupons, buy the Friday or weekend newspaper to see the movie[…]