Five Rules Of Advertising

The Dynamic Managers Handbook Of Small Business Advertising

Author: Dave Donelson
Pages: 23
Language: English
Publication date: 06/04/2011
0.76 €
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Adobe PDF format Adobe PDF format
How to build your business through effective advertising.
Effective, results-producing small business advertising isn’t impossible, it’s just hard. It’s hard to make good ads, it’s hard to buy efficient media, it’s hard to judge results. But it’s not impossible. All you need to do is know your customer, get their attention, sell them a benefit, leave a reminder, and spend your money wisely.

Advertising can help build your sales, but only if you follow the five rules outlined in this do-it-yourself manual for small business owners and managers.

“Your Customers, Bert and Bertha” explains how to identify your best customer and build an advertising strategy that appeals to them.

“Pay Attention To Attention” shows you how to build attention-getting devices into your ads (regardless of the medium you use) so your messages rise above the babble.

“Advertising’s Four-Letter Word” points out the biggest mistake most small business advertisers make—and how to avoid it.

“Just A Little Reminder” demonstrates how to build a memory trigger into your ads so customers think of you first.

“Media Buying Simplified” takes the mystery out of spending advertising dollars so you get the most bang for your buck.
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The most important skill Dave Donelson learned as a journalist was how to ask questions and truly listen to the answers. That skill helped him in his sales career, too, and was even more important when he became an entrepreneur. Listening to other business owners talk about their successes, failures, experiments and tried-and-true tactics helped him not only avoid repeating their mistakes but encouraged him to persevere and try new strategies. The stories and advice of hundreds of small business owners and managers inspired the Dynamic Manager Guides.

Dave Donelson's careers as a broadcaster, entrepreneur, and writer have taken him to many interesting places, not the least of which is inside hundreds of American businesses. Since 1999, he has been a full time freelance writer, publishing numerous books and regularly contributing to national business magazines and dozens of trade publications serving industries from the automotive aftermarket to sporting goods retailing. He also speaks regularly before groups of all sizes. In previous years, he was an entrepreneur, sales trainer, and management consultant. His clients have included one of every seven commercial TV stations in the US. He's also worked with companies engaged in heavy manufacturing, construction, engineering, industrial sales, general retailing, and consumer services. As an entrepreneur, he founded three companies, owned two TV stations, a steel fabricator, and a construction company, and assisted numerous other businesses in various fields.

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