Confidence is extremely important to you—more important than quality, than selection, than price, than service. Confidence will be your ally. And commitment, as proven by consistent marketing, will breed confidence. I have a retail furniture client who has been with me over forty years. When she first began to market her product, she spent a fortune advertising on television. Could she afford it? Of course not. But she believed that television was her key to success. With the number of dollars she had to invest, television was her key to doom because she could afford to run only two commercials per week, even though they were on the highest-rated show at the time. Ratings are virtually meaningless with only two spots a week. It doesn’t take a guerrilla to know that one can’t expect TV to produce profits with so few commercials. Today my client runs lots of commercials on local cable TV, investing only a tiny portion of her marketing budget and enjoying exceptionally gratifying profits as a result. We’ll discuss TV in greater detail later, but for now, suffice it to say that unless you can use a medium effectively, you shouldn’t use it at all. My client was able to salvage her business from her disastrous TV experience. When she met with me, we talked about commitment, investment, and consistency. We talked about the other guerrilla secrets as well. Since that day she has run a tiny ad in the newspaper every Sunday and her sales have continued to rise. As with a column, your article will establish that you’re the authority, you’re the person whose advice and information appears in print, you’re the vendor of choice. Don’t even try to sell a thing. Just give copious information and wise counsel. How do you select a publication for your article? Pick the one in which you’d most like to advertise, then don’t advertise, but offer your article instead. Instead of a newspaper, you may select to write your article for a magazine or a newsletter. Don’t forget – it’s the reprints that will pave your way to the bank.
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