Finding Small Business Advertising Advice
Finding Small Business Advertising Advice
from Small Business Advertising Expert BIG Mike McDaniel
Getting advice on advertising your small business from an
advertising salesperson is like asking the car salesman if
your should buy his car or the one across the street.
The "home team" syndrome permeates the advertising sales
game. No matter how effective (or ineffective) what they are
selling is, they will defend it to the death. All the while
taking whacks and pokes at competing media.
Here's the skinny: To advertise your small business you need
a big mix of everything out there. No one newspaper or radio
station is going to do it for you. Then there are all the
other ways to keep your name and benefits out there.
What's a business owner to do? This is a lot like buying a
major appliance. You have to be the expert before you go
into the big box store because the minimum wage salesperson
there only knows the days they deliver.
Before you can talk with any media salesperson, you gotta
know the territory, so you gotta do a LOT of research. Read
everything you can find about small business advertising.
Understand the terms used by ad folks. Don't be intimated by
day parts or tab inserts. Understand the role of business
cards and the hidden costs of outdoor. Read. Read. Read.
Know the strong points and the weak points of every media in
your marketing plan so you can't be buffaloed by a fast
talker with an order pad.
In all advertising, always sell your benefits, not your
features (who care if you are number one in the district or
your business has been there 62 years). Beware the
media salesperson will try to get you to star in your own
ad with a big picture of you, or you reading the radio spot.
That's not selling, that's ego. Don't fall for it.
There is a place on the Internet where you can see hundreds
of articles all about small business advertising. There are
categories for every media to make it easy to research and
there is no cost whatsoever.
http://SmallBusinessAdvertisingArticles.com
from Small Business Advertising Expert BIG Mike McDaniel
Getting advice on advertising your small business from an
advertising salesperson is like asking the car salesman if
your should buy his car or the one across the street.
The "home team" syndrome permeates the advertising sales
game. No matter how effective (or ineffective) what they are
selling is, they will defend it to the death. All the while
taking whacks and pokes at competing media.
Here's the skinny: To advertise your small business you need
a big mix of everything out there. No one newspaper or radio
station is going to do it for you. Then there are all the
other ways to keep your name and benefits out there.
What's a business owner to do? This is a lot like buying a
major appliance. You have to be the expert before you go
into the big box store because the minimum wage salesperson
there only knows the days they deliver.
Before you can talk with any media salesperson, you gotta
know the territory, so you gotta do a LOT of research. Read
everything you can find about small business advertising.
Understand the terms used by ad folks. Don't be intimated by
day parts or tab inserts. Understand the role of business
cards and the hidden costs of outdoor. Read. Read. Read.
Know the strong points and the weak points of every media in
your marketing plan so you can't be buffaloed by a fast
talker with an order pad.
In all advertising, always sell your benefits, not your
features (who care if you are number one in the district or
your business has been there 62 years). Beware the
media salesperson will try to get you to star in your own
ad with a big picture of you, or you reading the radio spot.
That's not selling, that's ego. Don't fall for it.
There is a place on the Internet where you can see hundreds
of articles all about small business advertising. There are
categories for every media to make it easy to research and
there is no cost whatsoever.
http://SmallBusines
posted by Peter Smith @ 1:18 PM
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