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Advertising doesn't have to wipe out your bank account to be effective. When you
learn to negotiate, know when smaller ads are as effective as large ads, ask for
discounts, and create an irresistible offer, you're on your way to skyrocketing
profit margins!
1. Negotiate
Have you noticed that some people seem to always get the best deals? Yeah, you
pay full price and think you did OK until they show up with the same thing, only
they paid several hundred dollars less. It really get your goat! How do they do
it? They're not afraid to ask for an extra discount.
Yep, don't sell yourself short because you didn't ASK the next time your
advertising rep makes an appearance! Even if you're already getting a discount,
ask for a bigger one. You have not...because you ask not.
2. Trim
Bigger is always better...or is it? When it comes to advertising, don't be
surprised if some of your short ads meet with more success than larger more
expensive ads. Trimming down on the size and cost of advertising doesn't mean
you'll be trimming the results!
3. Exploit the Freebies
What's the difference between advertising and publicity? ...who's doing the
talking. Yeah, when you sell yourself, it's advertising. When someone else is
selling you, it's publicity...and it generates credibility and interest that you
don't want to miss out on.
Think about the different ways you can get your business in the spotlight. Do
you have some news… write a press release? Write some “how to” articles with a
short byline at the end and release them to ezines, magazines, newspapers, and
other publishers. Why not promote the product of a non-competitor in return for
them promoting yours...think of the totally different market they affect!
Yep, there are a lot of ways out there to get free advertisement that will
benefit your business. Of course you won't be able to rely solely on the
freebies, but hey, you can get a little extra for nothing!
4. Improve Your Offer
Is your deal too good to pass up? If not, you need to improve it. Hey, I'm not
talking about cutting prices even more...you've still got to make a profit. You
can make the deal sweeter just by increasing the readers knowledge of the value
of the product, or adding bonuses that are perceived as valuable, but cost you
little.
Motivate buyers with expirations. Yeah, an open ended offer encourages
procrastination...which leads ...yep, nowhere. When the customer knows he has
until Saturday to purchase an item he'll pay more for on Sunday, he'll make it a
priority to head for your shop.
Advertising doesn't have to wipe out your bank account to be effective. When you
learn to negotiate, know when smaller ads are as effective as large ads, ask for
discounts, and create an irresistible offer, you're on your way to skyrocketing
profit margins!
ABOUT THE AUTHOR
Who is Allyn Cutts, and why should you care?
Allyn has spent over 24 years helping businesses like yours find new customers
and increase sales to current customers. Allyn is a marketing and sales fanatic,
providing measurable marketing solutions that drive huge results for small-to
mid-size business clients. Allyn works personally with clients to design and
deliver off-line and on-line direct marketing strategies that focus on metrics
and measurable results. You can learn more about Allyn Cutts at
www.AllynCutts.com and
you can call 610.437.4106 between 10 AM and 4 PM Eastern Time Tuesdays and
Thursdays.
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