|
|
Especially when you're entrusted with limited
marketing dollars, it's important to make every one
count. Consider this advice:
Invest in proven media outlets.
Leverage the
power of newspapers, magazines and broadcast outlets
(TV, radio) whose "marketing clout" with readers,
viewers or listeners is
well established. One
media outlet that is proven
to be highly effective is
integrated direct mail.
It's cost-effective and
trackable, so you can
manage your budget on
the fly based on response
data!
Aim for quality
rather than quantity.
A
creative, compelling ad
or brochure can attract
the attention of countless
potential customers while
elevating the image of
your business. By contrast, poorly designed marketing
materials can short-circuit your opportunity to impress
hundreds of prospects.
Stick to a single and simple message.
Because
we're bombarded by information every single day,
copy-heavy ads and direct mail simply do not get read.
In all your marketing messages, insist on a strong
headline, an eye-catching visual image and to-the-point
supporting copy with a prominent call-to-action. Make
sure your website address is prominently featured.
Be credible. It's always better to under promise
and over deliver. You can expect significant short- and
long-term returns on your marketing investments if
your messaging consistently emphasizes value and
avoids hype.
|
