3. How to effectively MARKET your business

4. How to BRAND your business

5. How to find VALUE in advertising

19. Don't risk losing them by including "which one" decisions.

21. For example, "Enjoy all of this for less than ¢.90 a day" (for something priced at $325 a year).

24. Postcards are inexpensive and easy to use.

25. Most recipients who ignore other types of advertising will read a brief ad when it's delivered to them on a postcard.

27. Don't just answer their question. Include a reasonfor them to buy as part of your answer.

29. Testimonials provide evidence that your product or service delivers the results you promise.

32. Allocate 80 % of your advertising budget to proven promotions.

33. Use the other 20 % for testing new variations.

37. Strive to preserve your relationship with them instead of your immediate profit from the transaction.

39. It’s also part of how you brand your business.

41. Your logo represents your business and it helps sell your business.

42. It turns the name of your company into a visual, tells what you sell, and reinforces your company name and product.

45. What is a brand anyway?

47. Simply put, brand equity is the set of assets (or liabilities) associated with brands that contribute to the value consumers place on the brand experience.

49. Consumers come to believe in a product’s quality, reliability, results and status because they see repeated assurances that the product delivers those attributes.

50. When consumers are motivated by a product’s brand attributes, they choose that product over similar ones in the marketplace.

52. Brands are created over time.

53. When Betsy Ross brought Ben Franklin her first flag design, Ben remarked, “I don’t know, Betsy, all those stars and all those stripes just don’t say America to me.”

55. Before you can build your brand, you need to understand what your brand’s attributes are and what your brand’s positioning should be.

56. How does your brand stack up against the competition?

58. You will never know whether your marketing initiatives are successfully building your brand unless you have measured your competitive position.

59. How does your target market feel about your brand?

62. “Yeah, I know,” whispered the little voice inside me, “I see it not work every day.”

63. But if that advertiser’s message is weak, you’ll soon be hearing, “I bought what you said and it didn’t work.” I had been groping blindly in a pitch-dark room when I flicked the light switch on the wall.

65. 2. Then they have to wait for the listener to need them.

67. 2. The advertiser with a weak message wrapped in cleverness and humor will prevail over a competitor with an equally weak message wrapped in a brown paper bag.

69. Write for the BUSY EYE

71. A catchy headline

72. Art, Photos, Illustrations, Clip Art, Shapes, etc.

73. Design in an interesting, intriguing, attention getting manner

74. UseWHITE SPACE effectively

75. Use no more than THREE TYPEFACES (Fonts)

76. Draws the reader’s eye to yourLOGO

78. Capture the attention of potential customers

79. Encourage them to remember what you want them to do

80. Persuade them to actually do it

81. Print ads should have ONE message and ONE message only

83. Ad message should focus on your CUSTOMERS’ NEEDSnot YOUR OWN

84. Sales are effective because it is saving customer’s money

85. Contests, free gifts, free food – think OUTSIDE THE BOX

87. ATTENTION: Grabs readers’ attention with headlines, type, white space and visuals.

88. INTEREST: Make the copy interesting and benefit-oriented.

89. DESIRE: Make sure the copy answers readers’ most basic question: “What’s in it for me?” People read ad copy to find out how your product or service benefits them.

96. Save money

97. Save time

98. Gain market share in this economy

99. Must work together as a unit rather than one

103. Why did it work?

104. What is your demographic?

105. What is your advertising/marketing budget for 2010-11? How do you figure out a budget for marketing/advertising?

107. Common Mistakes:

108. 1. Habit – What you have always done in the past

110. Firm control of your advertising investment

111. In-store selling tie-ins to build extra sales

112. Elimination of poorly times promotions

113. Better response rates on individual ads

114. Full use of cooperative ad allowances

116. Know and understand your competition.

117. Analyze your performance.

118. Note the number of selling days (last year to this year).

119. Watch out for hot-selling items.

120. Seek out all vendor co-op opportunities.

122. If 10 % of your sales are made in a given month, you should budget 10 percent of your advertising in that month.

123. In the example below, a typical jewelry store does 23.8 % of its sales in December. Therefore, it should allow $3,265 for December advertising.