By Joyce Oladipo 1. The spray and pray marketing doesnt work. Dont deliver your mass marketing message to everybody you think needs your service. Newspaper or TV commercials are the most expensive type of marketing you can use to deliver your marketing message Youre using media time and space to explain how you can help a person solve his problems. I suggest you use the media to offer your message instead of delivering your message, so when interested prospects call your office, send them your information packet by mail. This allows you to deliver much more information to the person who is interested and gives you the persons name and address to add to your mailing list. 2. Its a waste of money to spend money on colorful brochures. Theyre expensive and, in most cases, not necessary. The only time you need colorful brochure is when youre marketing something colorful, such as art or gemstones. And even then, you can often find alternatives that are less expensive than brochures, such as photographs. If you want a colorful flowers to impress your prospects, your clients or yourself, thats fine. But dont expect it to be a cost effective part of your marketing program. 3. Institutional ads dont work. A lot of people are using institutional ads to market their business without generating measurable results. How do you know if you are making an impression with your ad if you dont know the person whom youve impressed. I urge you to use a method thats traceable a method that generates inquiries from genuine prospects so you can tell what works and what doesnt. 4. Its not easy to use media publicity to gain exposure. Media exposure usually doesnt directly affect your bottom line. To get more value from your publicitys, use it to establish credibility and generate inquiries from qualified prospective clients. 5. Simplify your e-zine. Many small businesses think creating a newsletter is produce multi-page letters that cost a fortune to design, print and mail. Remember, the purpose of an e-zine is to deliver information and reinforce why prospective clients should choose you over othes. A simple educational alert of even one or two tips pages works just fine. Your e-zines size is not nearly as important as how often you mail it and the value of the information you present. 6. People attend seminars because they want information, so dont focus on serving food at seminars. When you advertise that youre serving food, you attract people who want to eat, not listen and food cost money. Ive promoted hundreds of seminars and I assure you that you dont need to feed people to get them to attend. You simply need to offer facts and ideas your prospects want and then market your seminar so prospects understand what theyll learn. 7. Stop outbound telemarketing. Ive never heard anyone say he likes to be solicited by telephone. I urge you to invest in a marketing program that attracts qualified inquiries. Then you wont need outbound telemarketing and you wont create a bad impression on a prospective client. 8. Deliver educational based information. People want information, thats why they surf the Internet, attend seminars and request free information. When you use my method of Education-Based Marketing, you send free information to prospects who request it. This gives them the information they want -- and gives you a mailing list of prospective clients. What could be easier! 9. Hire an independent consultant. If you want to get more for your marketing dollar, avoid the high costs of ad agencies and PR firms, I urge you to look for an independent consultant. Ive found when I hired a private consultant; Im paying for knowledge, skill, accountability and experience not expensive overhead. This is especially true in marketing. Online entrepreneur Joyce O. Oladipo, "The Business Growth Queen" publishes the award-winning 'Attractive Marketing' e-zine with 1750 subscribers. To Learn
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