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From my experience, I’ve been on many discussion groups and have spoken to many other like minded people. The one topic that always seems to arise is how to get massive sales right away.

Not only massive sales but quick sales. Well let me clear something up for you. Creating MASSIVE sales takes much dedication, persistence and especially patience. Not to mention planning & money!

See the unfortunate part is that people give up. Not only do they give up but they usually give up right before they succeed. I have a friend who’s tried 4 times to start a roofing business and keep it going. I asked him, what kind of marketing plan did you have?

He said “well none actually, I was trying to rely on word of mouth advertising to get me started and a few ads here and there”.

Now, don’t get me wrong, if you can get a fantastic “word or mouth” campaign going then you won’t have any problems. See the problem wasn’t that my friend couldn’t do the work but that his “sphere of influence” was very small. Hence he was having problems getting word of mouth working for him!

So I suggested to him that he place a very small ad in the newspaper around the surrounding area. It turned out that he had already tried an ad in the paper but, he had placed a one time ad almost the size of the whole newspaper and hardly got any business out of it. Which never mind cost him a fortune.

I explained to him that persistence is the key, yes a lot of people will see the ad, but as soon as they are done reading it, they will forget it ever existed. So I said to him, grab a small 15-20 word ad and put it there for the rest of the year!

So moving on a little, his ad started off small but then grew more and more profitable! See it takes about 21 times for your visitors to see your ad until you make a sale.

21 times Martin???

Yes about that… we are so saturated with ads it has to be imprinted in our minds before we can even remember just one specific one. So the reason for having my friend put out a small ad instead of one massive full page ad was to allow his potential clients to get used to the fact that he wasn’t going anywhere and his business seemed legitimate and profitable.

It’s all about getting into your prospects sub-conscious and staying there until they are ready to buy!

So just remember when you’re trying to decide between a one time shot that might cover coast to coast or a smaller ad that will cover coast to coast 12 months a year, always stay with persistant advertising!

About The Author

Martin R. Lemieux

owner

Smartads Information Centre

Canadian Entrepreneur Advertising Resource & Research!

http://www.smartads.info

Read over 200 articles on advertising!

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Push vs. Pull Advertising - Understand the Consequences for your Product or Service

You will save yourself a considerable amount of time and money if you first determine your product’s (or service’s) suitability for “pull” and “push” advertising.

Pull advertising is geared to draw visitors to your website when they are actively seeking your product or service. Prime examples of pull advertising are search engine optimization, cost per click search engines, directory listings, yellow page ads, and shopping portals such as mySimon and DealTime.

Push advertising refers to all efforts to get the word out to an entire group of potential customers in order to hit the few that many be currently interested in your product or service. Most traditional offline advertising efforts (magazine, billboard, newspaper, tv, classifieds, etc) as well as online banners ads and email broadcasts are considered push marketing.

Understanding which approach is best suited for your product should become the cornerstone of your advertising strategy.

Take as an example the results of our wine accessories company (not wine, but accessories like corkscrews and wine glasses). Each of our push advertising efforts failed. We have tried ads in targeted magazine, opt-in email campaigns, banner campaigns at wine industry websites, ads in gourmet website newsletters, you name it. We have yet to receive a response (measured in customer orders) to justify the cost.

It all comes down to the fact that as much as we would like to think so, people don’t really need $50 Austrian crystal wine glasses. There are simply too many product and vendor substitutes to command the purchase of even avid wine drinkers.

Pull advertising, on the other hand, has been extremely effective at acquiring profitable traffic. When someone does a search online for terms such as “wine decanters” we have found that these people are ready and willing to spend money the very first time they visit our site.

If you are fortunate enough to sell a product or service that falls into the ‘need’ or ‘unique’ category you may be able to take advantage of all of the push and pull media outlets available to your industry. Your job will be to simply find which advertising channels offer you the best return on investment.

Be realistic and objective about your product. In order for small company push marketing to be effective you must be selling either a universally desired or a truly unique product.

Is your product or service so desired or unique that by simply introducing it to your audience you will be able to acquire a sale? If not, you should work to maximize your exposure in every single pull advertising vehicle. You may grow a little slower than you would prefer, but slow profitable growth is always better than going out of business while waiting for an ad campaign to pay off.

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About The Author

Henry Coleman is an experienced entrepreneur and the primary author of Lessons From The Front - A Practical Guide to Starting & Growing Your Internet Business. Visit http://lessonsfromthefront.com to get an inside look at how you can build a real business from the ground up.

info@lessonsfromthefront.com

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