101 Ways to Advertise Your Business: Building a Successful Business with Smart Advertising

Part Title......Page 1
Title Page......Page 3
Contents......Page 5
Acknowledgments......Page 11
Introduction......Page 13
What's in this book......Page 14
Section1: Getting a handle on advertising......Page 17
Does advertising really work?......Page 18
The five most important things you need to know about successful advertising......Page 19
Where does advertising go wrong?......Page 24
How do you know if your advertising works?......Page 25
How much should you spend on advertising?......Page 26
The constantly changing face of advertising......Page 27
Section 2: Advertising in newspapers......Page 29
# 1 Decide what message you are trying to send......Page 31
# 2 Keep your advertisement simple, uncluttered and easy to read......Page 33
# 3 Make your advertisement stand out......Page 35
# 4 Placement is critical......Page 36
# 5 Black and white, colour or spot colour?......Page 37
# 6 Different people read different parts of the newspaper......Page 39
# 7 Size does count......Page 40
# 8 You pay for more readers......Page 42
# 9 Newspaper inserts—big results but pick your time......Page 44
# 10 Establish credibility by using newspaper advertising......Page 47
# 11 Don't underestimate the power of the classifieds......Page 49
Section 3: Making television advertising work for you......Page 51
# 12 What are you trying to sell?......Page 53
# 13 The steps to making a good television commercial......Page 54
# 14 Keep a notepad by the television......Page 56
# 15 Sell the benefits to the consumer......Page 57
# 16 Make your television commercial stand out from the crowd......Page 58
# 17 What are demographics and how can you use them?......Page 59
# 18 The importance of frequency—being seen......Page 61
# 19 How often should you run television campaigns?......Page 62
# 20 Persistence—working your campaigns......Page 63
# 21 Understanding how you pay for television advertising......Page 64
# 22 Buying television airtime......Page 66
Section 4: Have some fun on radio......Page 69
# 23 How you can use radio to your benefit......Page 70
# 24 Where most radio advertising goes wrong......Page 72
# 25 Keep your message simple......Page 73
# 26 Get people smiling......Page 76
# 27 Make your commercial appropriate to the listening audience......Page 78
# 28 The power of talkback radio—the crdibility machine......Page 79
# 29 When do people listen to the radio?......Page 80
# 30 Buying smart radio time......Page 81
# 31 Use the radio to get the phone ringing right now......Page 82
# 32 Increase the success of other advertising by using the radio......Page 83
# 33 It's all in the voice......Page 84
# 34 The outside broadcast......Page 85
Section 5: Telephone directories—important for all businesses......Page 87
# 35 Choosing the right directory......Page 88
# 36 Stand out or throw out......Page 90
# 37 Put some thought into your advertisement—most people don't......Page 92
# 38 Big, bold questions need answers......Page 93
# 39 Don't get caught up with what your competitors are doing......Page 94
# 40 Look at your advertisement from a customer's point of view......Page 95
# 41 Don't forget the White Pages......Page 97
# 42 Use pictures to sell your business......Page 98
# 43 Have a strong, stand out border......Page 99
# 44 Cut your artwork and place it on the page......Page 100
# 45 Dedicate a number to monitor response......Page 101
Section 6: High-impactoutdoor signage......Page 103
# 46 There are lots of options when it comes to outdoor signage......Page 104
# 47 Decide what you want to achieve from your outdoor signs......Page 106
# 48 Location determines the message......Page 108
# 49 Bring the sign to life......Page 109
# 50 Make the message simple to understand......Page 111
# 51 Use strong visual images......Page 113
# 52 Change your outdoor signage regularly......Page 114
# 53 Outdoor advertising that moves......Page 116
# 54 Shopping centres—outdoor and indoor......Page 118
# 55 Look for new highly visible sites......Page 120
# 56 Don't forget the front of your business......Page 122
# 57 DIY moving billboards......Page 124
Section 7: Direct mail advertising......Page 127
# 58 The benefits of direct mail advertising......Page 128
# 59 Understanding why most direct mail advertising goes wrong......Page 130
# 60 The importance of a good database......Page 132
# 61 How to increase the chances of your direct mail working......Page 133
# 62 The first few seconds are crucial......Page 136
# 63 Choose your timing wisely......Page 137
# 64 Test your direct mail before committing......Page 138
# 65 Make it easy for the customer to act on your message immediately......Page 139
# 66 Be prepared to keep trying; if it works, keep using it......Page 140
# 67 Buying databases to get qualified leads......Page 141
Section 8: Advertising in magazines......Page 143
# 68 Magazines allow you to get specific audiences......Page 145
# 69 Most magazines are full colour—use this wisely......Page 146
# 70 Use your magazine advertising to collect a database......Page 147
# 71 Competitions work well in magazines......Page 148
# 72 Commit to longer term advertising and save......Page 149
# 73 Always look for editorial opportunities......Page 150
# 74 Buy magazine advertising space on standby......Page 151
# 75 Don't scrimp on the graphic design of your advertisement......Page 152
# 76 Cut out coupons......Page 153
# 77 Position, position, position......Page 154
Section 9: Advertising with other businesses......Page 156
# 78 Form strategic alliances with other businesses......Page 157
# 79 Share the cost of advertising......Page 158
# 80 Form a precinct......Page 159
# 81 Joint mail outs......Page 161
# 82 Share television commercials......Page 162
# 83 Take over a page in the newspaper......Page 163
# 84 Be completely ethical and honest in your advertising......Page 164
# 85 Swap databases for direct mail......Page 166
# 86 Ask your partners for direct recommendations......Page 167
# 87 Increase your buying power by group purchasing media......Page 168
Section 10: Writing your advertisement—the copy is critical......Page 170
# 88 How to write copy if you aren't a good writer......Page 171
# 89 Copywriting tools......Page 174
# 90 Using testimonials for credibility......Page 175
# 91 Every advertisement or commercial needs a call to action......Page 177
# 92 If in doubt ise a professional or do a course......Page 178
# 93 Testing your copy to make sure it works......Page 179
Section 11: Using the Internet to advertise your business......Page 181
# 94 The importance of advertising your website on other areas......Page 182
# 95 Give people a reason to come back to your site......Page 184
# 96 The importance of your domain name or web address......Page 185
# 97 Directional advertising and the Internet......Page 186
# 98 Linking is advertising—work with others......Page 188
# 99 Banner advertising—does it work?......Page 189
# 100 Search engine advertising—what does it mean?......Page 191
# 101 Constantly review your website and your Internet strategy......Page 192
Bonus Section—20 more advertising tips......Page 194
# 102 Set up a shopping centre display......Page 196
# 103 Make some smart promotional giveaways......Page 197
# 104 Message on hold—the captive audience......Page 199
# 105 Sell yourself at the movies......Page 200
# 106 We all get dockets and most of us keep them......Page 201
# 107 The good old business card......Page 202
# 108 Letterbox drops to success......Page 203
# 109 Take your message to the sky......Page 204
# 110 Flashing lights draw attention......Page 205
# 111 painted cows—advertising in the paddocks......Page 207
# 112 Send out media releases for free, instant advertising......Page 208
# 113 Are you advertising sales representatives asking the right questions?......Page 210
# 114 What does an advertising agency do and cost?......Page 212
# 115 Use your business foyer to advertise your business......Page 214
# 116 Remember every city is different......Page 216
# 117 The advertising brainstorm—a powerful weapon......Page 217
# 118 Advertise your brand......Page 218
# 119 Every letter, invoice, envelope, email and fax has advertising potential......Page 219
# 120 Research often—attack magazines and newspapers with scissors......Page 220
# 121 Conduct your own market research to avoid wasting money......Page 221
 A final word from the author......Page 224
Glossary of advertising terms......Page 225
Smart advertising words and phrases......Page 230
Blank forms and advertising checklists......Page 243
Recommended reading......Page 252
About the author......Page 253