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      <title>Technique of Advertising</title>
      <link>http://hiroseno.com/blog/advertising-07/</link>
      <description>I will send you Technique of Advertising informations.</description>
      <language>ja</language>
      <copyright>Copyright 2008</copyright>
      <lastBuildDate>Sat, 05 May 2007 09:09:15 +0900</lastBuildDate>
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         <title>How To Write Eye-Grabbing Headlines That Catapult Your Prospects Into Your Ads</title>
         <description><![CDATA[If you're interested in improving the selling results of your ads, tweaking your headlines is a great place to start. Because your headlines influence the sales results of your ad more than any other element.

A great ad with the wrong headline can bomb, whereas a great headline on an average ad will probably do OK. Let's take a look at a few techniques for coming up with sales-boosting headlines.

First things first: Avoid these proven sales-killing "headlines" like the pox:

Your company name

A generic industry or service category (e.g. "Plumbing Contractor")

Or on a website or brochure, "Welcome to ABC Industries"

The points above sound basic (and they are), but it's surprising how many ads and websites make those mistakes.

So you've avoided those mistakes. What techniques can you use to create great selling headlines that practically catapult your readers into your ad? Here are a few ideas...

1. Call out to your target audience

If your message is aimed at stockbrokers, mention "stockbrokers" in the headline.

2. Mention specific benefits

Face it - consumers are jaded. We all are. Heck, I can hardly get out of bed in the morning :) General statements like "Lose weight fast" or "Save Money on _____" are no longer effective. Specific numbers and images evoke much more potent images in your prospects' minds than generalities. That's why they sell much better.

3. Use vivid, evocative verbs

Especially online, high-energy headlines work very well.

Here's a headline that uses all 3 of the above techniques...

"New Software Boosts Stockbrokers' Income by 34, 43, even 125% - by Slashing Time Spent Chasing "Dead" Accounts and Laser-Focusing Your Energies on the Big Players"

OK, it needs a bit of work, but you get the idea. Some people don't like this type of headline - it's too "hypey". And it's certainly not right for every kind of product or service - but I've had very good success with this type of headline, especially online.

4. Use "cognitive dissonance"

That's a fancy way of saying, make your audience curious. Here's a headline we're testing for a client who sells bumper stickers:

"Do You Wonder How We Can Sell Full-Colour Stickers At A 1-Color Price, with FREE Artwork?"

This type of headline makes people curious - they feel compelled to find the answer and relieve a sense of "dissonance" with this apparent paradox.

5. Include some challenging or surprising information

Here's a headline that I wrote for a lead-generating website for a rubbish removal contractor, 1300 Rubbish:

"Fast, Professional Rubbish Removal, Sydney-wide...We'll Pay You $1 Per Minute In Cash If We're Late!"

The "hook" is the guarantee. Also bear in mind that most of the people who see this headline will have already searched for the term "rubbish removal sydney" or similar, so they are expecting to see something related to those keywords.

How are your headlines? Can you use any of the above tips to get better response?

For more detailed information on how to improve your ads and written marketing materials, you can sign up free to our monthly newsletter, "Results-Driven Marketing Secrets".To join, just fill in the form below...

William Swayne is a <a target="_new" href="http://www.marketing-results.com.au">internet marketing consultant</a> based in Brisbane, Australia. He can be contacted at <a target="_new" href="http://www.marketing-results.com.au">Marketing-Results.com.au</a>.]]></description>
         <link>http://hiroseno.com/blog/advertising-07/2007/05/how_to_write_eyegrabbing_headl.php</link>
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                  <category domain="http://www.sixapart.com/ns/types#category">advertising</category>
        
        
         <pubDate>Sat, 05 May 2007 09:09:15 +0900</pubDate>
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         <title>Advertising - Should You Be Advertising Your Services?</title>
         <description><![CDATA[You offer a reliable, quality service. You know that if more people knew what you can do, you'd increase sales. So you advertise in the most likely media for potential clients to read about you. But there's no response. Why?

If this scenario is familiar to you there's a few likely causes.

1. Maybe your ad's aren't designed well - poor layout, inappropriate offer, etc.

2. Maybe you have selected the wrong media, placement or timing.

3. Maybe you shouldn't be advertising your services.

Now I know there's a lot to consider when writing advertisements - creating "killer headlines", long copy versus short copy arguments, using white space, etc - and I could give you some tips on how to buy media. But I'm not getting into that today. I'm going to talk about the third point - maybe you shouldn't advertise.

But wait! (I hear you ask)... Why shouldn't I advertise my business?

Put simply, some services are not suitable to be advertised in the usual fashion. Most advertising is to stimulate action, usually a purchase or decision to place an order. If you're selling a 'product' this is relatively easy to achieve. Customers know what they are buying. There's usually some sort of benchmark, or product criteria, customers use to judge whether your product will do what they want.

But when it comes to services, many potential customers (or clients - I use both terms interchangeably) may not be able to make the same sort of judgement. This is particularly the case for services where the specific outcome is hard to predict, or where there is a large degree of emotional involvement or risk in the customers decision making process.

Think about it this way. Services can be broadly classified under the following headings:

* People Processing (eg hairdresser, medical)

* Possession Processing (eg computer repairs, dog obedience training)

* Knowledge Processing (eg education, entertainment)

* Information Processing (eg accounting, investment advice)

Generally speaking, possession and people processing services are more tangible than knowledge or information processing. For possession and people processing services, clients can see/touch/feel the outcomes, and they may even be personally involved in the delivery of the actual service. Additionally, tangible services usually incorporate a higher level of personal contact (intensity or frequency) between the provider and the customer.

So, for more tangible services, clients often have more reference points on which to base a future purchase decision.

If your business provides services with less tangible, and more variable, outcomes then media advertising may not be the best answer for you. For your type of services customers will be very interested to understand 'how' you deliver your service and will need to develop a suitable degree of trust in you before they will make the decision to use your services. These criteria cannot be fully met through advertising alone.

So what should you do to get more business? Here are a few ideas:

* Perform your service to an excellent standard - surpassing mere customer satisfaction.

* Provide information to educate your potential clients.

* Develop sales processes that identify real problems you can solve.

* Make sure you address the true concerns and risks of your clients.

* Understand the clues customers use to decide whether they will use you.

* Create a network of related service providers who may refer prospects to you.

* Develop mutually beneficial joint-promotional activities with well-respected businesses in complementary fields.

Please don't misunderstand my message. Advertising can be very productive. If you can clearly state specific benefits (i.e. outcomes) and overcome the initial concerns of prospective clients, then advertising may work for you. That's why possession processing services such as lawn mowing can be easily advertised. For your average lawn the customer can recognise and understand what they are buying.

However, if your business provides relatively intangible services that deliver outcomes dependent upon a variety of factors, then media advertising should not be high on your list of marketing activities.

(c) 2004 Marketing Nous Pty Ltd

Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for service businesses. He helps clients to improve their marketing tactics, attract more clients, and increase revenue. Stuart also offers telephone consultations and runs regular marketing seminars. For additional marketing resources, including Stuart's popular monthly newsletter, visit his web site at <a target="_new" href="http://www.marketingnous.com.au">http://www.marketingnous.com.au</a>.]]></description>
         <link>http://hiroseno.com/blog/advertising-07/2007/05/advertising_should_you_be_adve.php</link>
         <guid>http://hiroseno.com/blog/advertising-07/2007/05/advertising_should_you_be_adve.php</guid>
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         <title>The Ultimate, ?Must-Have? Home-Based Business for YOU</title>
         <description><![CDATA[The Ultimate, &quot;Must-Have&quot; Home-Based Business for YOU aUnderemployed, Unemployed, or Industrial Age Individual

Allow me to educate you on the issue of job security andpaint you a picture of what the aftermath can be if youremain comfortable at your regular job. Job security is anold-fashioned term that claims the longer an employeeworked for a particular company, the more precious thatperson became. The employee was once valuable to thecompany because they graduated from college, got a degree,and/or had determination for hard labor.

In the past, itwas all right to become comfortable with your position. Intoday's society, being comfortable is the wrong thing to doand actually, it's a trap. This trap is the reason whypeople with college degrees are without jobs and the goodworkers are always the first ones released from aprofessional setting. I am a Housekeeper for the Home atHearthstone, a nursing home in Cincinnati, Ohio. I workfrom 7 A.M. to 3:30 P.M. for $8.40 per hour. The wages thatI make alone, tells you that I am working at a dead-end joband receiving paychecks that don't reflect a thoroughperformance. I am an underemployed 19 year old-male whoattends college and makes good grades. Graduating fromcollege might raise my income level slightly, but it willnot secure me a job.

I am among millions of individuals wholike their jobs and work very hard at their occupations. Iam also among many Americans who believe that in order tomaintain my job; I must show up to work everyday on time,listen to my supervisor and do a complete and thorough job.These three things combined will not keep you your job. Ifyou continue to hold that belief, you'll find yourself indebt, have bad credit, and lose your house and otherfinancial obscurities. Losing what you have worked hard forall your life is not a great feeling! What I am about totell you is very important and will save you time orotherwise, reality will slap you in the face! Job Securityhas departed from this world permanently.

Knowing that jobsecurity is dead, what can YOU do to create a substantialincome? YOU need to do two things:

First, decide that youwant to work for yourself. Second, take the initiative tostart your own business. Either you can work for someoneelse or you can work for yourself.

The second choice isbetter than the first one. At 16, I thought that I can dowhatever I want on the job as long is my work is done. Inother words, I like to do things my way. I continue to feellike that today in the workforce. When working for acorporate employer, you must follow job policy at alltimes. Conflict will arise when your rules don't matchpolicy rules and you're in jeopardy of losing your quickerthan you expected. If you hold similar beliefs such asmine, then a home-based business if for YOU, which leads tothe biggest hurdle of the two steps, taking the initiative.

If you don't take the initiative to start your ownbusiness, then you're making a foolish decision. Millionsof people are without jobs or working for awful wages. Thisis due to a bad economy. The government will continue toshow their lack of sympathy by taking many taxes out of thechecks of lower and middle class citizens, while the richcontinue to get tax breaks. (There is a solution to thatproblem if you click on the link in the resource box andclick on the Taxwayz link inside my website.) On August 25,2004, I joined the Moneywayz program because my goal is tomake more money with a home-based business within a fewmonths than I make with my regular job in an entire year.Within minutes of reading the brochure, I decided to put myskepticism to the side and take a chance because if you donot take chances, your income will become stagnant and youwill still be a subordinate to your supervisor. Can youafford to live without money?

If you plan to start ahome-based business, but don't have an idea on exactly whatyou want to do, then the following may be the mostimportant. Would you like to become a part of a businessthat provides you with power-packed tools to become abusiness success on the Internet? Would you like to join abusiness who believes, &quot;The Greatest Music Is Money&quot;? Wouldyou like to end financial depression? If this is correct,then read on further to the resource box. Educate yourselfand develop your skills so you can be a demand forfinancial success!

Paul Wilson II, a second-year college student, businessowner will take you by the hand and paint YOU a picture ofthe exact results achieved with the Moneywayz program!Discover how you can achieve an explosive income with sixprofitable businesses, starting today:<a target="_new" href="http://pwil.moneywayz.com/">http://pwil.moneywayz.com/</a> FREE.]]></description>
         <link>http://hiroseno.com/blog/advertising-07/2007/05/the_ultimate_musthave_homebase.php</link>
         <guid>http://hiroseno.com/blog/advertising-07/2007/05/the_ultimate_musthave_homebase.php</guid>
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         <pubDate>Sat, 05 May 2007 09:09:14 +0900</pubDate>
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         <title>8 Low Cost Ways To Advertise, Promote and Market Your Business</title>
         <description><![CDATA[We all are looking for ways to market our businesses cost effectively. I have come up with 8 ways to do just that all low cost to free. In fact most of these methods can be done from the comfort of your own home.

That's right you don't even have to leave home. What could be better, your clients are coming to you and you don't even realize it. Okay lets get started, each of these methods I'm sure you have either heard about or are already doing most if not all. They are not new, nor are they some sort of secret.

1. If you work outside of the home as many of us do as well as running a home business, you can post your business cards or flyers on your company bulletin board where company news is displayed. You should check with your Human Resources department first before tacking your information on the board, most HR Departments require you to check with them first.

2. Are you involved in any Fund Raisers school Fund Raiser in particular are the best way to market your business. Before handing out the order you have collected put together a flyer or business card pack that explains briefly what you do, how you can be reached. Make sure you have a packet tacked, stapled or placed in a bag on each order.

3. Most of us have answering machines or voice mail, what could be a better way then to market yourself than to have a brief message as part of your greeting with your website address or email address so people calling can learn more about your business. Add a little twist to your greeting by changing it once a week or when you have discounts, special promotions or discontinued products or services.

4. You can cover a lot of ground handing out flyers. Yes this can be done from the comfort of your home as well. You may be thinking how can I do this from my home. Well I'll tell you, all visitors to your home are potential clients. This could be friends, family, mailman or delivery person. No matter who it is they should not be leaving without your flyer, business card or sample of your product if applicable.

5. With online banking taking over many of you may not be able to use this tip to its full potential. Inserting your business cards or flyers in all out going mail, this is what large companies do. You know what I mean, do you have cable TV, or receive the electric bill. Yeah that's right we receive inserts in the mail we receive daily why not do the same. This is big, big, big start stuffing today.

6. If you have children in school, this one is good especially when having to keep in touch with teachers. Inserting one of your cards is a great way to circulate your information. Parent teacher's conferences; stop writing down your number hand them a business card.

7. Post ads, flyers and cards on bulletin boards at the supermarket, community centers, and local business. Many businesses have a jar that you can put your cards in when you visit. Check office supply stores, staples, book stores; so hurry on down with your card today.

8. Tell everyone you know what you are doing ask them to tell others as well. Word of mouth can be a powerful thing. Call friends and family, ask them what they are doing while your tell them what you are doing. Network together; promote each other as long as you are not doing the same thing. If you are why not join forces, joint ventures are hot online whose say you can't get them rolling offline as well.

Finally, after reviewing this article I realized that you would have to pay for business cards and flyers, well there is a solution for that as well. Do a search online for free offers, where all you pay is shipping and handling. Or you could make you own; remember the title low cost to free.

In conclusion this is a partial list of what you can do to market, promote and advertise your business for little to no cost to you. This is an on going process. Set down, relax and just do some brainstorming you too can come up with more ways to get your message out there. It does not have to be about a business, it could be anything. Just do it.

Michelle has been online for about 7-years now. She started out on ebay which she still does some work on occasion. After doing the ebay thing for 2-years Michelle moved over to Internet and Affiliate Marketing. She has not stopped since. Build a home business now visit <a target="_new" href="http://home-making-money.com">http://home-making-money.com</a> for more information today.]]></description>
         <link>http://hiroseno.com/blog/advertising-07/2007/05/8_low_cost_ways_to_advertise_p.php</link>
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         <title>Yellow Page Advertisers: Your Calls are Going to Decrease - Heres the Remedy</title>
         <description><![CDATA[Response rates to Yellow Page advertising are declining

There's no getting around it, traditional Yellow Pages arein trouble. Fewer people use them every year. Even the best-pulling ad in the section isn't getting the number ofcallers or sales it used to. At the same time, the monthlycost to maintain your same-size directory ad keeps going up.

Simply tinkering with ad size (or options like color) can'tcompensate for the adverse developments. Declining usageimpacts each directory category differently. Some (likecontractors and lawyers) are declining more steeply thanothers. Emergency service providers (tow trucks, plumbers)are holding their own. While categories like cell phones andlawn furniture are growing rapidly, with increased consumerdemand.

Advertising only in the Yellow Pages is no longer a safe bet

- Over half of all customers go to the Internet first to find product information and sources - even if they intend to spend their money locally

- People increasingly trust the Internet as a source of information about major purchases (and has overtaken the newspaper for used car sales)

- Internet Yellow Pages (IYP) are kept up to date (unlike print directories) and can be searched from anywhere - their usage is growing 25% a year

- Local Search lets search engines (like Google) include small, local businesses in their search results (even without them having a website) - over 25% of all search queries request Local Search results

- A large percentage of young adults or business buyers never consult the Yellow Page directory at all - and they control an expanding chunk of dollars spent

Rethink the role Yellow Page advertising plays for yourenterprise

Take a serious look at how much you rely on the Yellow Pagedirectory to bring new business. Are most or all of yourpromotional dollars spent there? Do your expectations matchthe number and kinds of customers your ad actually bringsyou?

Your strategy needs to consider all the ways youattract new customers. Recognize changed customerpreferences and buying habits for your specific type ofoperation. The issue isn't whether or not to advertise inthe Yellow Pages. If you've been there you should continue.But switch some of those dollars into marketing methods thatconnect with buyers who won't look for you there.

Follow these steps, with them all sending a clear,consistent message

1.Get listed in Internet Yellow Pages (IYP); there aremany of them; some are free

2.Make sure your website provides the informationsearch engines require for Local Search. Learn how to dothat at http:www.yellowpagesage.com/localsearch.html

3.Beef up your website with the  information customerslook for (or join a portal of local businesses)

4.Submit articles about your enterprise online; findextensive assistance at http://www.promotewitharticles.com

Keep track of what's delivering new business. Commit toasking every new customer and caller how they found you.That's the only way to know which method is winning; orwhere to shift emphasis and money for the next year.

Pursue ways to increase business from your existingcustomers

The value of Yellow Page advertising is mainly to attractnew customers. People who know you already are more likelyto find your number in the business white (alphabetical)listings. Start working harder to strengthen thoserelationships so they stay loyal. Efforts spent to servethem better (or to get referrals from them) does more forprofits than constantly chasing new customers can.

Get started well BEFORE the directory deadline

Some day soon it's time to renew your directory listing foranother year. Let this be the year that you've figured outyour strategy well in advance. Make your new strategy afront-burner, squeeky-wheel priority. Yellow Page Smarts,http://www.yellowpagesage.com/smarts.html explains how tomake your Yellow Page ad and Internet marketing support eachtogether effectively.

If your next directory deadline hasn't come yet, there'sstill time to change your ad for next year (like add yourwebsite address address - a study found 60% of directoryusers only call Yellow Page ads with a website!). If you'realready committed, spend the next year getting the rest ofyour strategy in place. Your timely efforts can compensatefor the decline in Yellow Page advertising's effectiveness.And you won't be caught off guard.

© 2004, Lynella Grant

--Dr. Lynella Grant   Author, Yellow Page Smarts, Make more money from your Directory ad in tandem with your Web site. Get a YP ad critique. 719-395-9450  <a href="mailto:grant@yellowpagesage.com">grant@yellowpagesage.com</a>

Free YP resources at <a target="_new" href="http://www.yellowpagesage.com">http://www.yellowpagesage.com</a>]]></description>
         <link>http://hiroseno.com/blog/advertising-07/2007/05/yellow_page_advertisers_your_c.php</link>
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         <pubDate>Sat, 05 May 2007 09:09:14 +0900</pubDate>
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         <title>What Does Your Business Card Say?</title>
         <description><![CDATA[Business cards are the most underutilized andmisunderstood marketing tool in business. Manypeople spend the bucks for cards and don't make aneffort to get them into the hands of those who canhire them or buy from them.

Everyday people throw away stacks of undeliveredbusiness cards. Money down the dumper.

Your goal is to design and use a memorable cardand get so many delivered you have to re-order.Forget about those clever articles about what todo with stacks of leftover cards.

The only time you should have cards still in thebox is when something on the card becomes outdatedor obsolete.

If you designed your cards as a marketing tool andplanned your distribution, tossing unused cards inthe trash should become the exception rather thanthe rule. If one item on your card changes thecards are obsolete and should be pitched.

Car dealers are famous for finding ways to savemoney on business card expense. With the revolvingdoor turnover of salespeople, many dealers stoppedordering individual cards for new hires. Theyprint a master card with color dealer logo andphone numbers and leave a big space in the middlefor the new salesperson's name to be penciled in.That way, when the would-be fast talking, gladhanding flannel mouth doesn't work out, no newcards need be printed.

A swell image: handwritten business cards.

It would be interesting to run the numberson how much money was saved at the printers versushow much business went somewhere where thesalespeople appeared more professional. With cardealer margins, one sale would buy a lot ofbusiness cards.

Worse is using a business card with a black orblue marker blotting out a line of type and a newname,address or phone number written (or typed)above the black line. Ugh!

Some people painstakingly cut itty bitty strips ofcomputer labels printed with the new informationand stick them over the old just to save a fewbucks. Calculate what your time is worth and thesavings turn into an expense, not to mention whatthe "corrected" card does to future business.

Dig out that stack of business cards you have beencollecting for years and flip through them, youwill see at least one with a correction.

If you are in any business and venture outsideyour cubby-hole for any reason, you should carrybusiness cards at all times. You should be able to"whip one out" without diggout out your wallet anddigging thru pics of the kids, or plunging to thebottom of your purse past the hair spray.

You card says a lot about you. And you say evenmore about you when you offer your card.

Say it in business-like, professional style.

For more about buiness cards, get my article"What Does the BACK of Your Business Card Say?"

©2005 BIG Mike McDaniel All Rights Reserved<a href="mailto:Mike@BIGIdeasGroup.com">Mike@BIGIdeasGroup.com</a>BIG Mike is a Professional Speaker and SmallBusiness Consultant with over 30 years experience,<a target="_new" href="http://BIGIdeasGroup.com">http://BIGIdeasGroup.com</a>

eMail:  <a href="MailTo:BizCardBack@BigIdeasGroup.com">BizCardBack@BigIdeasGroup.com</a>

Subscribe to "BIG Mike's BIG Ideas" Newsletter<a href="MailTo:subscribe-956603364@ezinedirector.net">subscribe-956603364@ezinedirector.net</a>]]></description>
         <link>http://hiroseno.com/blog/advertising-07/2007/05/what_does_your_business_card_s.php</link>
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         <title>What Does the Back of Your Business Card Say?</title>
         <description><![CDATA[Business cards with nothing on the back are wastedopportunities to sell.

Use the back of your card to expand and reaffirmyour selling sentence (which should be prominenton the front of your card).

If your Selling Sentence is "Where You Save 20% onPower Tools Everyday", use the space on the backto list the brands on sale every day. Anothersolid impression about you and your business.

You can use the back of your card to explain thehigh points of your business, quote happycustomers or list the products you offer. If youquote, be sure to get permission. Impliedpermission is when you use a sentence with quotesaround it and no attribution.

No need to fill the back edge to edge, but putsomething there that will work for you. Judicioususe of white space front and back is the mark of aprofessional. Ever notice the isles in anexpensive store are wider than Wal-Mart?

Find a way to work your name into what you put onthe back. The back is an ad for you, a mobilemarketing piece. Without your name there, theclose is lost. Don't repeat anything else from thefront, but be sure your name is on both sides.

You can offer a quiz (or checklist) that willstimulate thinking and prompt a call to you.

Some folks put valuable information on the back(police, fire, hospital phone numbers, a calendar,or a football schedule). Some cards use handy tipsor conversion tables or charts.

Turn the back of your card into a coupon. Whenthey redeem the coupon, give them another card.

Another clever idea is to print the back of thecard with enough space for you to give yourprospect your direct number or your private 800number by hand writing it in the space on theback.

"Here, let me give you my PRIVATE number"indicates in not so subtle tones not everyone getsthat number or you would have printed it on therefor all to see. The chance of that card making itback to the prospect's desk are 10 times betterthan a ho hum card.

If you use color on the front, the back can bedone in black and white. Information is usuallypresented in black and white. Nice physiologicaltouch, and less expensive, too.

Dig out that pile of cards you have saved frommeetings, conventions and networking. Few utilizethe back for anything, let alone plannedmarketing.

For more about business cards, get my article"What's on Your Business Card?"MailTo:BizCardOn@BigIdeasGroup.com

You stand out from the crowd when your businesscard is a professional marketing piece, bothsides.

©2005 BIG Mike McDaniel All Rights Reserved

<a href="mailto:Mike@BIGIdeasGroup.com">Mike@BIGIdeasGroup.com</a>BIG Mike is a Professional Speaker and SmallBusiness Consultant with over 30 years experience,<a target="_new" href="http://BIGIdeasGroup.com">http://BIGIdeasGroup.com</a>

Subscribe to "BIG Mike's BIG Ideas" Newsletter<a href="MailTo:subscribe-956603364@ezinedirector.net">subscribe-956603364@ezinedirector.net</a>]]></description>
         <link>http://hiroseno.com/blog/advertising-07/2007/05/what_does_the_back_of_your_bus.php</link>
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         <title>Cross Cultural Advertising</title>
         <description><![CDATA["Culture is a like dropping an Alka-seltzer into a glass ? you don't see it, but somehow it does something,"Hans Magnus Enzensberger.

Culture affects everything we do. This applies to all areas of human life from personal relationships to conducting business abroad. When interacting within our native cultures, culture acts as a framework of understanding. However, when interacting with different cultures this framework no longer applies due to cross cultural differences.

Cross cultural communication aims to help minimise the negative impact of cross cultural differences through building common frameworks for people of different cultures to interact within. In business, cross cultural solutions are applied in areas such as HR, team building, foreign trade, negotiations and website design.

Cross cultural communication solutions are also critical to effective cross cultural advertising. Services and products are usually designed and marketed at a domestic audience. When a product is then marketed at an international audience the same domestic advertising campaign abroad will in most cases be ineffective.

The essence of advertising is convincing people that a product is meant for them. By purchasing it, they will receive some benefit, whether it be lifestyle, status, convenience or financial. However, when an advertising campaign is taken abroad different values and perceptions as to what enhances status or gives convenience exist. These differences make the original advertising campaign defunct.

It is therefore critical to any cross cultural advertising campaign that an understanding of a particular culture is acquired. By way of highlighting areas of cross cultural differences in advertising a few examples shall be examined.

Language in Cross Cultural Advertising

It may seem somewhat obvious to state that language is key to effective cross cultural advertising. However, the fact that companies persistently fail to check linguistic implications of company or product names and slogans demonstrates that such issues are not being properly addressed.

The advertising world is littered with examples of linguistic cross cultural blunders. Of the more comical was Ford's introduction of the 'Pinto' in Brazil. After seeing sales fail, they soon realised that this was due to the fact that Brazilians did not want to be seen driving a car meaning 'tiny male genitals'.

Language must also be analysed for its cultural suitability. For example, the slogan employed by the computer games manufacturer, EA Sports, &quot;Challenge Everything&quot; raises grumbles of disapproval in religious or hierarchical societies where harmonious relationships are maintained through the values of respect and non-confrontation.

It is imperative therefore that language be examined carefully in any cross cultural advertising campaign

Communication Style in Cross Cultural Advertising

Understanding the way in which other cultures communicate allows the advertising campaign to speak to the potential customer in a way they understand and appreciate. For example, communication styles can be explicit or implicit. An explicit communicator (e.g. USA) assumes the listener is unaware of background information or related issues to the topic of discussion and therefore provides it themselves. Implicit communicators (e.g. Japan) assume the listener is well informed on the subject and minimises information relayed on the premise that the listener will understand from implication. An explicit communicator would find an implicit communication style vague, whereas an implicit communicator would find an explicit communication style exaggerated.

Colours, Numbers and Images in Cross Cultural Advertising

Even the simplest and most taken for granted aspects of advertising need to be inspected under a cross cultural microscope. Colours, numbers, symbols and images do not all translate well across cultures.

In some cultures there are lucky colours, such as red in China and unlucky colours, such as black in Japan. Some colours have certain significance; green is considered a special colour in Islam and some colours have tribal associations in parts of Africa.

Many hotels in the USA or UK do not have a room 13 or a 13th floor. Similarly, Nippon Airways in Japan do not have the seat numbers 4 or 9. If there are numbers with negative connotations abroad, presenting or packaging products in those numbers when advertising should be avoided.

Images are also culturally sensitive. Whereas it is common to see pictures of women in bikinis on advertising posters on the streets of London, such images would cause outrage in the Middle East.

Cultural Values in Cross Cultural Advertising

When advertising abroad, the cultural values underpinning the society must be analysed carefully. Is there a religion that is practised by the majority of the people? Is the society collectivist or individualist? Is it family orientated? Is it hierarchical? Is there a dominant political or economic ideology? All of these will impact an advertising campaign if left unexamined.

For example, advertising that focuses on individual success, independence and stressing the word &quot;I&quot; would be received negatively in countries where teamwork is considered a positive quality. Rebelliousness or lack of respect for authority should always be avoided in family orientated or hierarchical societies.

By way of conclusion, we can see that the principles of advertising run through to cross cultural advertising too. That is ? know your market, what is attractive to them and what their aspirations are. Cross cultural advertising is simply about using common sense and analysing how the different elements of an advertising campaign are impacted by culture and modifying them to best speak to the target audience.

Neil Payne is Managing Director of Kwintessential.Visit their site at:<a target="_new" href="http://www.kwintessential.co.uk/cross-cultural/cross-cultural-awareness.html">http://www.kwintessential.co.uk/cross-cultural/cross-cultural-awareness.html</a>]]></description>
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         <title>What To Do With Your Business Cards</title>
         <description><![CDATA[Without a plan to distribute your cards, there'sno need to print them in the first place.

Many fall into the trap of thinking all thethinking about business cards is over once theorder is placed. Wrong! The average person hasmore than half of business cards still in the boxatany given time.

Make a plan to empty your box of cards in 3 monthsor less, after all, those little cards are yourmost pwerful marekting tool.

Always carry cards with you. Always have themhandy. "Let's see, I've got one here somewhere,no, that's a card I got yesterday, no, that's mykid's picture, here it is, no, that's not iteither.."

Always keep them fresh and flat. If theylook worn or dirty, pitch 'em. You should be ableto quick draw your card faster than Gunsmoke'sMatt Dillon. If somebody gives you their businesscard, you should give them yours in return, faceup.

Think of your card as a print ad for you. Leave iteverywhere. More ad exposure leads to morebusiness. If you designed your card well, yourhome address is not on it so you can leave itanywhere without fear a burglar will comevisiting.

Many stores, banks and restaurants have bulletinboards. Keep a few push pins in your car.

Always drop your cardin the fishbowls offering a prize.

Enclose a cardwith every check you send to pay bills.

Leave oneon the table with your tip (as long as the tip isnot embarrassing).

Give one to friends"Do you have my new card?"

Keep a supply in a cardholderon your desk or at the front counter.

Ask your spouse to always carry your cards, readyto deliver should they meet someone who might beinterested in your product or service.

Keep spare cards everywhere so you never have togrope for one, or worse yet, not find one and endup scribbling your name on the back of someoneelse's card.

Put the info on your card in a sig file thatautomatically appears at the bottom of all youreMail. Get my article that show you how, step bystep. MailTo:SIGFile@BigIdeasgroup.com.

If anything on your card changes, bite the bullet,eat the expense, and pitch 'em.

Your business card is more than a reference tool.It can be your biggest marketing advantage forpeople to remember you and forget yourcompetition.

For more about buiness cards, get my article"What Does the BACK of Your Business Card Say?"<a href="MailTo:BizCardBack@BigIdeasGroup.com">MailTo:BizCardBack@BigIdeasGroup.com</a>

©2005 BIG Mike McDaniel, Professional Speaker andFormer Major Market TV News Anchor. The BIG IdeasGroup helps small business grow with mastermindgroups, seminars and sales training.MailTo:Mike@BIGIdeasGroup.com<a target="_new" href="http://BIGIdeasGroup.com">http://BIGIdeasGroup.com</a>

Subscribe to "BIG Mike's BIG Ideas" Newsletter<a href="MailTo:subscribe-956603364@ezinedirector.net">subscribe-956603364@ezinedirector.net</a>]]></description>
         <link>http://hiroseno.com/blog/advertising-07/2007/05/what_to_do_with_your_business.php</link>
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         <pubDate>Sat, 05 May 2007 09:09:14 +0900</pubDate>
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         <title>Whats On Your Business Card?</title>
         <description><![CDATA[A professional business card says more about youand your business than any other tool in yourmarketing arsenal. You need a card that looksgood, tells what you do and makes it easy tocontact you.

Here's how to use the necessary ingredients tocreate a great business card

Your name should be the biggest part of the card.Right there where the eye can pick it out withoutsearching.

Avoid the old trap of name and phone number in6 point type in the lower right corner.

Your card's purpose is to get people to rememberYOU and contact YOU. So put YOU in the middle,big. A fancy company logo is not you. YOU are themost important element of your business card.

The second most important element of your newbusiness card should be your preferred method ofcommunication. If you are a cell phone junkie,your cell phone number should be the biggest onthe card. If eMail is your thing, your addressshould be prominent and near your name. No need topost every contact method. An option would be toadd your company logo, albeit small, in the cornerof your card.

Don't use clip art to create your logo. No logolooks a lot better than one from page 23 of theclip art book. You can have logos professionallydesigned for less than $500 bucks.

Next, you need a one sentence version of yourelevator speech. Condense your elevator speech toone sentence that will fit on your business card,under your name and contact info. Across thebottom is a good spot.

An elevator speech is what you say to someone whoasks "What do you do?" in an elevator going downfrom the 25th floor.

For some tips about crafting an elevator speech,send a blank eMail to <a href="MailTo:elevator@BIGIdeasGroup.com">elevator@BIGIdeasGroup.com</a>.

Your name, contact information and shortenedelevator speech (let's call it a selling sentence)are more important than any other elements of yourbusiness card. More important than paper stock(always use a high gloss card stock), colors (0nlyin a photo or logo) or fonts (easy to read). CardsDO get passed around.

If someone who has never met you is given yourcard, they must be able to determine who you areand how you can help them. "Joe Jones, Plumber"might work, but it doesn't convey what you can dofor them. "Joe Jones, I show up on time, smellgood and fix your leak, guaranteed", says a wholelot more. Now your business card is selling YOU.

For more about business cards, get my article "WhatDoes Your Business Card Say?"<a href="MailTo:BizCardSay@BigIdeasGroup.com">BizCardSay@BigIdeasGroup.com</a>

©2005 BIG Mike McDaniel, Professional Speaker andFormer Major Market TV News Anchor. The BIG IdeasGroup helps small business grow with mastermindgroups, seminars and sales training.<a href="MailTo:Mike@BIGIdeasGroup.com">MailTo:Mike@BIGIdeasGroup.com</a>

<a target="_new" href="http://BIGIdeasGroup.com">http://BIGIdeasGroup.com</a>

Subscribe to "BIG Mike's BIG Ideas" Newsletter<a href="MailTo:subscribe-956603364@ezinedirector.net">subscribe-956603364@ezinedirector.net</a>]]></description>
         <link>http://hiroseno.com/blog/advertising-07/2007/05/whats_on_your_business_card.php</link>
         <guid>http://hiroseno.com/blog/advertising-07/2007/05/whats_on_your_business_card.php</guid>
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         <title>What the Newspaper Ad Person Won?t Tell You</title>
         <description><![CDATA[Newspapers are considered the PRIMARY advertisingmedium by 99.4% of all retailers. Newspapers havebeen there in every step of the typical storeowner's life from the very beginning. Newspaperscovered his birth, his high school graduation, hisengagement, his marriage, the death of his parentsand everything else.

Despite declining circulation figures andincreasing ad rates, newspapers still reach largeaudiences, daily.

Many, if not most, retailers, lay out their ownads. It is said that over the years, merchantshave come to believe the only way to get it rightis to do it themselves. This thinking has givenrise to the new breed of newspaper salesperson. Notraining, just a list of customers and the dailyquestion "Gotchyur ad ready yet?"

You should understand the newspaper's weaknessesand learn to avoid them whenever possible.The Skinny for and against newspapers.

There is no proof full page or double-truck adsare more effective than half page ads. The savingscan be spent on a concurrent radio campaign orbillboards.

The same with color. It looks great, but theincreased cost many times does not justify thesmall increase in readership. Forget the color andgo with more frequency.

The paper is delivered daily, but there is no needfor an ad every day as the paper reaches the samereaders. 3 times a week works just fine. Spend thedifference in the shopper or on a supporting radiocampaign.

Newspaper coupons will have a better rate ofredemption with a radio chaser. Especially if thecoupons are NOT in a Sunday paper competing with85% of all coupons weekly. Think about a couponson Tuesday with siupportiung radio to drive themto it.

What the newspaper ad person won't tell you:Less than half of newspaper readers read theentire paper. Most are skimmers. How many timesthrough the paper does it take for you to findyour own ad?

Over half of every paper is ads. Almost as bad asTV. More than two-thirds of the Sunday brick isads.

Newspaper rates are climbing faster than the spaceshuttle. The smallest of ads in the smallestpapers can cost over $100. One time, one shot andPOW!, its at the bottom of the bird cage.

Newsstand and subscriptions prices are rising,too. 75 cents an issue is rapidly losing to 4quarters.

Most papers offer no competitive protection. Yourad can be placed side-by-side with thecompetition. Get the salesperson to guarantee youseparation.

Daily newspaper numbers are dwindling. There areonly a few more than 1000 daily papers. Smallercommunities must rely on weeklies or papers fromanother area with a "local" section.

Newspapers are still a formidable advertisingforce. Find ways to continue to use the paper toincrease store traffic, but do it with otheradvertising so the media mix is efficient. Don'tlet anyone tell you NOT to advertise in the paper.

For more about advertising, get my article"Do Your Radio Ads Work?"MailTo:RadioAds@BigIdeasGroup.com

©2005 BIG Mike McDaniel All Rights Reserved<a href="mailto:Mike@BIGIdeasGroup.com">Mike@BIGIdeasGroup.com</a>BIG Mike is a Professional Speaker and SmallBusiness Consultant with over 30 years experience,<a target="_new" href="http://BIGIdeasGroup.com">http://BIGIdeasGroup.com</a>

Subscribe to "BIG Mike's BIG Ideas" NewsletterMailTo:subscribe-956603364@ezinedirector.net]]></description>
         <link>http://hiroseno.com/blog/advertising-07/2007/05/what_the_newspaper_ad_person_w.php</link>
         <guid>http://hiroseno.com/blog/advertising-07/2007/05/what_the_newspaper_ad_person_w.php</guid>
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         <pubDate>Sat, 05 May 2007 09:09:14 +0900</pubDate>
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         <title>The Skinny on Billboards</title>
         <description><![CDATA[Several years back the billboard people put a bigpicture of "Sharlene Wells, Miss America" onbillboards all over town. She was everywhere. Theclever use of the girl had two purposes; the firstwas to cover up all the unsold boards.  The secondwas to show the effectiveness of billboardadvertising.

Surveys were conducted before and after the onemonth showing of Sharlene's pretty mug. Before,only 1.5% of people surveyed could recall her namewhen asked "Who is Miss America". After, thenumber jumped to an amazing 12%.

The billboard people pointed to this example asproof of the power of outdoor advertising. It gavethem the open door to pitch hundreds of potentialnew customers.

If you bought 50 billboards in your town and usedthe Miss America approach, people would surelyknow your name, too.

Here's the skinny on outdoor advertising;billboards.

You MUST Plan AheadFirst, outdoor is not a "quick fix". If sales aredown, you can't quickly put up a few boards toboost the numbers. You must plan ahead. Lead timeis not short when using outdoor. The best use ofboards is for image building and brand awareness.They are not cost effective for one time onlysales or non-repeating special events. Billboardsare image builders. Using billboards is akin toTV, it can mean you have "arrived" as a formidablebusiness.

Most are sold for a minimum of one month. You paytwice. First for the board location and second forthe media used to put your ad on the board, paint,paper or plastic.

PaintsPainted billboards are the oldest form of outdooradvertising. They are painted with specialoutdoor paint that is weather resistant. Someoutdoor paints are specially formulated to resistfading. Painted billboards are also known as"painted bulletins" but most commonly as "paints".

PapersPoster Boards may be the best known. We have allseen the billboard guy hanging off the ladder withthe swirling wallpaper-like panels being pushedinto place with the big glue broom.

Poster Boards are printed on 8 to 30 sheets ofheavy paper, depending on the size. Posters with 8sheets (6 x 12 feet) are called juniors. Regularboards use 30 sheets and make a 12 x 25 foot sign,counting the heavy metal frame. They arecalled 30-sheets.

Some old timers refer to poster boards as "papers"and "paper bulletins". Papers look good for abouta month, depending on the weather. Nothing looksworse than an old paper board, unattended for longperiods where the wind and weather has ripped andtorn the  panels torn away revealing layers of oldsigns.

PlasticAll the rage now is the use of vinyl on boards.This allows for better color, longer life and veryfine graphics. If vinyl boards had been availablewhen they did the Miss America test, people wouldstill be in love with the lady on the board.

Vinyls are printed with a special printer, notunlike your computer printer. Once sprayed withthe ultra-violet finish coat, vinyls can last foryears. Vinyls are easy to spot. They look brighterand better than traditional paper boards, Wind hasa tendency to get under them can make them ripple,as they are normally not glued to the surface, butattached at the edges. These are called "flexvinyls" and can be moved from board to boardwithout damage. Some vinyls are slipped over oldpaper boards like a sack and you can see theoutline of the paper board's metal boarder underthe vinyl.

Bulletins are the giant boards you often see alongInterstates. They can be as big as 20 x 60 feet oras small as 10 1/2 x 36 feet. Many of these largeboards are supported by one huge metal pipe in themiddle. Rotary bulletins are the same as bulletinsbut are moved every 60 days (hence the termrotary).Some bulletins are painted, most useplastic.

ShowingsBoards have ratings like TV shows, called GrossRating Points (GRP). Each board has a trafficcount, and when divided by the population, theresult is a GRP. Billboard sales are usually madein GRPs. Meaning you buy a 25 showing or a 50 or75 or 100 showing. A 25 showing would mean that atleast 25% of the population would see one of yourboards at least once a day. A 25 showing couldtake one board, three or many, depending on thetraffic count and the population. It is possibleto buy only one board, but not cost effective.After you decide to use outdoor, you have to payfor printing the paper or vinyls and they usuallycome in units of 10.

The best goal is to get a 100 showing. Studieshave shown that in a 100 showing, advertisers canreach 88% of the adults 28 times a month.  In a 50showing, advertisers can reach 83% of adults 15times a month.

CostFor example, a recent 50 showing in Salt lake Cityincluded 84 boards and cost $22,512 for one month(the 1- Month Rate). Buying that many boardsbrought the cost per board to under $275. Don'texpect a rate this low for smaller markets or aone or two board buy. In most cities the averagebillboard costs $400 to $600 a month.

Some board locations are stacked. Opinions vary asto whether top or bottom position is better. Someboards are "tri-vision" mechanically turning smallpanels to reveal 3 different ads every 30 seconds.

There are other forms of outdoor. The giant singlepole super boards along the Interstates are bestused for spur of the moment sales "next exit" and"clean restrooms".

Small 4x8 painted boards stuck on a post in afarmer's yard must be fixed and redone by youregularly. Let it sag or fall over just once andyou image can go with it.

Here are BIG Mike's Tips for Better BillboardAdvertising.

+ Buy at least a 50 showing and do it every other

month. Many times if the board is not sold after

your time runs out,it will remain up for free

until

replaced.

+ Be sure some if not most are lighted locations.

+ Choose stand alone rather than stacked

if you have a choice.

+ Don't let the board salesperson select

the locations for you.

+ Buy vinyls instead of paper or paint and bleed

the graphic off the edge (so it wraps around the

back of the board). Makes you ad look even

bigger

+ Keep the concept short and clever. Offer a

solution to their problem, entice them with

something new. Avoid same ol' same ol'.

+ Use the rule of never more than 8 words and one

picture. Remember, most readers will be zooming

by in a car or truck.

+ Don't put your picture on the board. Remember

the cardinal rule of sales. It's not all about

YOU,it's all about THEM.

+ Make outdoor a budget item and plan in advance.

Spend most of your time working on the concept

and

design, 'cause once it's up there, it can't be

changed and will been seen by everybody.

Final ThoughtFYI - Miss America 2004 is Ericka Dunlap.

For more about advertising, get my article"What the Newspaper Won't Tell You"MailTo:NewspaperAds@BigIdeasgroup.com

©2005 BIG Mike McDaniel All Rights Reserved<a href="mailto:Mike@BIGIdeasGroup.com">Mike@BIGIdeasGroup.com</a>BIG Mike is a Professional Speaker and SmallBusiness Consultant with over 30 years experience,<a target="_new" href="http://BIGIdeasGroup.com">http://BIGIdeasGroup.com</a>

Subscribe to "BIG Mike's BIG Ideas" NewsletterMailTo:subscribe-956603364@ezinedirector.net]]></description>
         <link>http://hiroseno.com/blog/advertising-07/2007/05/the_skinny_on_billboards.php</link>
         <guid>http://hiroseno.com/blog/advertising-07/2007/05/the_skinny_on_billboards.php</guid>
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         <pubDate>Sat, 05 May 2007 09:09:14 +0900</pubDate>
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         <title>9 Tips for Better Billboards</title>
         <description><![CDATA[It is a given that billboard advertising "outdoor"is not a "quick fix". If sales are down, you can'tquickly put up a few boards to boost the numbers.You must plan ahead.

Lead time is not short when using outdoor. Thebest use of boards is for image building and brandawareness.

Billboards are not cost effective for one timeonly sales or non-repeating special events. Mostbillboards are sold for a minimum of one month.

Using billboards is akin to TV, it can mean youhave "arrived" as a formidable business.Billboardsare image builders.

Painted billboards (Paints) are the oldest form ofoutdoor advertising. Poster Boards (Paper) may bethe best known. We have all seen the billboard guyhanging off the ladder with the swirlingwallpaper-like panels being pushed into place withthe big glue broom.

All the rage now is the use of vinyl on boards.This allows for better color, longer life and veryfine graphics. Vinyls are printed with a specialprinter, not unlike your computer printer (butbigger).

Bulletins are the giant boards you often see alongInterstates. They can be as big as 20 x 60 feet.

Here are BIG Mike's 9 Tips for Better BillboardAdvertising.

1 Buy at least a 50 showing (meaning 50% of thepopulation will see it at least once a day) anddo it every other month. Many times if the boardis not sold after your time runs out, it willremain up for free until replaced.

2 Be sure some if not most of the boards you buyare lighted locations.

3 Choose stand alone rather than stacked boards(if you have a choice).

4 Don't let the billboard salesperson selectthe locations for you.

5 Buy vinyls instead of paper or paint and bleedthe graphic off the edge (so it wraps around theback of the board). Makes your ad look evenbigger.

6 Keep the concept short and clever. Offer asolution to their problem, entice them withsomething new. Avoid same ol' same ol'.

7 Use the rule of never more than 8 words and onepicture. Remember, most readers will be zoomingby in a car or truck.

8 Don't put your picture on the board. Rememberthe cardinal rule of sales. It's not all aboutYOU, it's all about THEM.

9 Make outdoor a budget item and plan in advance.Spend most of your time working on the conceptand design, 'cause once it's up there, it can'tbe changed and will been seen by everybody.

For more about advertising get my article"Do Your Radio Ads Work?" Send a blank eMailMailTo:RadioAds@BigIdeasGroup.com

©2005 BIG Mike McDaniel All Rights Reserved<a href="mailto:Mike@BIGIdeasGroup.com">Mike@BIGIdeasGroup.com</a>BIG Mike is a Professional Speaker and SmallBusiness Consultant with over 30 years experience,<a target="_new" href="http://BIGIdeasGroup.com">http://BIGIdeasGroup.com</a>

Subscribe to "BIG Mike's BIG Ideas" NewsletterMailTo:subscribe-956603364@ezinedirector.net]]></description>
         <link>http://hiroseno.com/blog/advertising-07/2007/05/9_tips_for_better_billboards.php</link>
         <guid>http://hiroseno.com/blog/advertising-07/2007/05/9_tips_for_better_billboards.php</guid>
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         <pubDate>Sat, 05 May 2007 09:09:14 +0900</pubDate>
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         <title>7 Tips for Better Ads</title>
         <description><![CDATA[The content of advertising is basically the sameno matter what the media. It is good and it works,or it is bad. Some TV ads are so clever peopletend to remember the cleverness and forget theproduct.

Here are seven tips to help you create better ads.Better ads for Newspaper, Radio, Billboards,Cable, Yellow Pages, anything with your name onit.

1 It's Not About YOU.   Sell the benefits. Thebenefits of coming to   your   store or doingbusiness with you is what   the   customer wants,They say "What's In It For   Me?"   Your mug shoton a 40 foot billboard   can't answer thatquestion.

2 Be Consistent   Pick a theme and stick with it,in all your   print, radio and TV ads. Pick a lookand stick   with it. Every ad builds on yourbrand, don't   change the concept because YOU aregetting tired   of it. The exposure level withpotential   customers is much less than with you.

3 Sell Benefits not Features. Once you get thecustomer in the door you can brag about thefeatures of your product or company, but lurethem there with a promise of a great benefit."Brushless Car Wash" is a feature "Cleaner thannew in two minutes" is a benefit.

4 Be Different.   Check your Sunday paper to seehow many ads look   alike. In the supermarket,most mustard is in a   yellow package, most GingerAle has a green   label. In advertising samenessis suicide. Don't   look like or sound like yourcompetition.

5 Use a Great Headline   "Jim's Locksmith Shop" atthe top of an ad is   NOT a powerful headline, ora good opening for a   radio ad. "We can Pick ANYlock!" or "Locked   out? We Can Get You Back IN"are powerful and   answer WIIFM ("What's In It ForMe?")

6 Make it Easy to Find You   The best ads, inprint and in the air are   directions, NOTaddress. Pay attention to ads   you see this week."809 Main" doesn't say much,   but "On Main StreetDowntown across from the   firehouse" is a good asa map. Note: If your   advertising will coverseveral communities (most   do) be sure to includeyour city or community.   No need to use state."On Main Street in   Downtown Smallville acrossfrom the firehouse"

7 Avoid Phone Numbers   With the exception ofYellow Pages Advertising,   where people arelooking for telephone numbers,   most folks don'tcarry a pad in the car or keep   one   next to theTV to jot down numbers.   Remember how   hard itwas to find something to   write with when   yousaw something on a TV news   show that youreally wanted to call about? By   the time youfound the pencil, it was gone.   Same withadvertising. Focus on getting them   to   rememberyour benefits and your name. Phone   numbers are abig NoNo.

To have the best advertising, YOU must become theadvertising expert. Advice from the person sellingadvertising is usually best only for the mediabeing pitched and does not help you with theothers. Become an astute observer of others whoadvertise and use the best elements you see.

For more about advertising from get my article "15Tips for Better Yellow Pages Ads" Send a blankeMail to the MailTo:15TipsYP@BigIdeasGroup.com

©2005 BIG Mike McDaniel All Rights Reserved<a href="mailto:Mike@BIGIdeasGroup.com">Mike@BIGIdeasGroup.com</a>BIG Mike is a Professional Speaker and SmallBusiness Consultant with over 30 years experience,<a target="_new" href="http://BIGIdeasGroup.com">http://BIGIdeasGroup.com</a>

Subscribe to "BIG Mike's BIG Ideas" NewsletterMailTo:subscribe-956603364@ezinedirector.net]]></description>
         <link>http://hiroseno.com/blog/advertising-07/2007/05/7_tips_for_better_ads.php</link>
         <guid>http://hiroseno.com/blog/advertising-07/2007/05/7_tips_for_better_ads.php</guid>
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         <pubDate>Sat, 05 May 2007 09:09:14 +0900</pubDate>
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         <title>Books, Bibles and Fast-Talkers</title>
         <description><![CDATA[Every community has 'em. Fast talkers who rollinto town with a clever idea to sell to people inbusiness.

Many times the ideas are clever and cute but youshould weigh the ups and downs of every offerbefore you dig out the checkbook. Most of thesein-town-for-a-day people want their cash upfront.

Some of the common flim-flams are:

Coupon Books

They offer to put you in a giant coupon book to besold for the needy charity or Lions Club. Booksare sold on the phone for $29 and delivered bythe Boy Scouts. Watch out for errors and missingexpirations once the operation has moved toanother town.

Telephone Book Covers

They wrap around the book and the callers see yourad every time they reach for the book. Might be OKif you own the wrecker service, locksmith orfuneral home, but run the other way if you have agrocery, Mickey Dees, or bank.

City Maps

Your ad goes somewhere around the edge of the map.You might get pitched by several companies. Somelook better than others, most are very pricey.Pick up maps like these when you see them anddecide if you'd do business with anyone on the mapbecause of the ad. Distribution is the sellingpoint. Placement is the bug-a-boo. What if your adis on the back and the reader only looks at thefront? Don't be fooled by the promise of radio adsproclaiming free maps and mentioning your name.

Bibles for Newlyweds

I wish I had thought of this one 30 years ago.I would be clipping coupons instead of writingabout it.

The fast talker promises to send a Bible to allnewlyweds in the county (the names and addressesof the happy couples are public record at thecourthouse). Four to six sales at about $500 eachand they mail a one dollar Bible 4th class, a peeland stick label stuck inside with the name of the"sponsors" in inkjet color.

They can easily sell a town a day at 3 large andmake one trip a quarter to visit the courthousefor names. Work it for two months on a route andeat cake the other 10. A great moneymaker for theBible people, a dud for advertising effectiveness.But like kids in school and American Flags, thisemotion sells well in every community.

There are hundreds of advertising "opportunities"out there. Your job as a business owner is toseparate the effective from the cute and clever.

For more about advertising, get my article"Your Billboard is Showing"MailTo:Billboards@BigIdeasGroup.com

©2005 BIG Mike McDaniel All Rights Reserved<a href="mailto:Mike@BIGIdeasGroup.com">Mike@BIGIdeasGroup.com</a>BIG Mike is a Professional Speaker and SmallBusiness Consultant with over 30 years experience,<a target="_new" href="http://BIGIdeasGroup.com">http://BIGIdeasGroup.com</a>

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