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Networking to grow your business
Whether you’re a seasoned pro or are just getting started in your business, networking can be an affordable and effective way to market yourself.
The basic premise of networking is that you meet with a group of like minded business owners to learn more about them while they learn about you – and see if your products or services are a good fit for them or someone they know.
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Direct Mail Marketing
Nothing beats direct response when it comes to results-driven proven advertising, and messages sent directly to your highly targeted market via direct mail can deliver a terrific return on investment (ROI) when tested properly.
To learn how to properly craft a winning sales letter or direct mail piece, I highly recommend reading Dan Kennedy’s book “The Ultimate Sales Letter”, and you can also learn a lot from my friend David Frey’s article on writing a winning sales letter.
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Yellow Pages Marketing
The yellow pages are another great marketing resource that is often underutilized or used ineffectively. Yellow page ads are great because when someone sees your ad, you know they are already in the market for your product or service.
Yellow page ads need to be benefits-driven, with your Unique Selling Proposition (USP) stated clearly and boldly (remember, this is the one place where your prospects will see your ad alongside all of your competitors). You want your ad to stand out from the clutter, so use a direct response type of ad, and again, offering free gifts or premiums will work well here.
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Space Advertising
No, we’re not talking about advertising in outer space here, but advertising in your typical newspaper or magazine ad that often includes an image with some copy.
If you’re going to do a space ad it will generally get better results if you use the same layout as the editorials so it looks less like an ad and more like a news item. Use the same font styles and sizes for the headline, body, etc. If the newspaper uses 2 columns per article on the page your ad will appear, use 2 columns in your ad. If they use 3 columns, you use 3. The “advertorial” approach almost always does better than traditional space ads that scream “advertisement”.
Read MoreMarketing with Flyers
Flyers can be a really economical way to help spread the word about your business, but as with all marketing methods, the more targeted your message the better.
If you own a lawn care business for example, distributing your flyers directly to homeowners with lawns is smart, sticking them on windshields at the local Walmart – not the best, because you don’t know if those people live in homes or apartments, or even if they live in your service area.
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