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Offline Promotion Strategies

No business can survive the long run without some form of
consistent advertising. As a result, most business owners will
eventually consider using advertising to promote their business.

The toughest part of the advertising equation is in determining
where and how to spend your advertising dollars. If you do it
wrong, you could plunk down your entire advertising budget and
receive absolutely no return on your investment. But, if you do
it right, your advertising could continue to bring a nice return
for years to come.

HOW DO I MAKE THE RIGHT ADVERTISING DECISIONS

In order to make good decisions concerning how to spend your
advertising budget, you must first have a good understanding of
the different types of advertising and promotion available and
what can be expected to be achieved by each.

· You must understand which markets the different media`s can
reach.
· You must understand the demographics of the media`s
consumers.
· You must understand the buying habits of the consumers
reached through the media.

WHAT OFFLINE ADVERTISING & PROMOTION MEDIA`S SHOULD BE CONSIDERED

The media`s that people think of most often are television,
radio, newspaper and magazine advertising. Of course, these are
the big boys that big businesses use regularly.

Other methods of promotion include trade shows, press releases,
direct sales, telemarketing, word of mouth, branding and
billboard advertising.

CONSIDERING THE BIG MEDIA OUTLETS

The big boys of advertising media`s generally cost big bucks.
Given certain circumstances, the big media`s can be bought for
very little money.

Take for example, television, radio and newspapers cost big
bucks during their prime times, but can be bought for pennies on
the dollar during non-primetime hours.

Television primetime is between 7pm and 10pm. Radio primetime is
between 7am and 6pm. With newspapers, the primetime is
Wednesdays and Sundays.

If you intend to hit a media during prime time, get ready to
drop some bucks. Primetime means that you will be able to hit
more consumers during these times. So, in most cases, a
primetime buy will enable you to reach more people with your
advertising.

Non-primetime hours can still deliver a lot of eyes and ears to
your message, and sometimes, these off-hours can be bought for a
bargain basement price.

GETTING MILEAGE FROM EVENTS

Trade shows and press releases are more event-driven. The trade
show is the event, while the press release generally exploits an
event.

Trade shows are an exceptional tool when you deal directly with
potential sellers of your products or services. Other shows are
directed at the consumer, and those can be very valuable avenues
for sales as well.

The press release is aimed towards gaining attention for a
business by distributing newsworthy information about the
business.

Sometimes the appearance of a business at a trade show or other
show can provide the necessary angle for a press release. But
most often, a successful press release will actually require
more noteworthy information than the appearance of a business at
a show.

Yet, even the most mundane of information could be spiced up to
give the real air of importance necessary to get your press
release read and printed.

The great thing about a press release is that might permit you
to get relatively inexpensive promotion on television, radio,
newspapers and magazines; for far less than what it would cost
you to buy advertising in those same outlets.

UTILIZING A SALES TEAM

Depending on what type of business you run and the consumers you
are trying to reach, you might find direct sales and
telemarketing to be very lucrative ways to drive sales to your
business.

Both are very similar in nature. Direct sales can be very
expensive, as it requires a great investment of time to
accomodate. Telemarketing seeks to minimize the time
expenditure, but it often leads to a smaller degree of respect
and attention.

Depending on your product or service --- and always depending
upon the people you employ to the task --- each method will be
more suited to each business on an individual basis.

BRANDING YOUR BUSINESS

I grouped branding and billboard advertising together in my
original list for a reason. I did this because billboard
advertising serves most businesses best by helping to support
the process of branding.

Branding is the process of establishing your business as the
supplier of a certain product or service, or in emphasizing a
certain USP (Unique Selling Proposition) as it pertains to your
business.

If branding and USP seems to be a confusing concept, think about
Wal-Mart and their tag line: "Always Low Prices, Always."

Think about Ford Motors, "Quality is Job One."

Think about the Visa Card, "It`s Everywhere You Want To Be."

You see, these top corporations have managed to make their USP
part of their branding.

Even if you are only competing in a local marketplace, your USP
can and should fit snugly into your branding strategy.

NO MATTER THE MEDIA OR METHOD

Whichever method or media you should choose to employ in your
advertising and promotion, you should become knowledgable about
your market, and the consumers reached by each media. It is
important to understand which consumers can be reached by a
certain media, and in what quantities.

However you choose to spend your advertising dollars, you should
always track the results of your promotional efforts. Failing to
track successes and failures will ultimately lead to the failure
of a business.

When you know whom you are trying to reach and how you think you
might be able to reach them, you will begin to learn how to use
advertising and promotion to make your business successful. That
is a good thing --- after all, that is why you got into the
business in the first place, isn`t it?

How to Win the Advertising and Promotion Game

I am certain that, as a business owner, you have often
entertained the question as to how much to spend and where to
spend your advertising dollars. For most small business owners,
these questions can add to the headaches suffered in the course
of normal everyday operations of their business.

THERE ARE NO SIMPLE ANSWERS

The how much to spend and where to spend it questions have no
easy answers.

Depending on your type of business, many people suggest that the
*how much* should be equal to anywhere from 4% to 10% of your
gross receipts.

The quandary is that a business cannot survive without a fresh
flow of incoming customers. But, a business can seldom generate
a fresh stream of customers without spending money to get the
word out about their business.

THE CHALLENGE OF DEVELOPING EFFECTIVE ADVERTISING

Have you ever paid for advertising and sat back to await the
fresh flow of customers, only to find yourself sitting and
sitting and then sitting some more?

Don't feel bad about that. It has happened to many of us before.

See, knowing where to spend the advertising money is not enough
to get the job done.

Where to spend the money only begins to highlight the other
issues connected with advertising:

· Marketing Plan
· Advertising Strategy
· Headlines, Ad Copy and Visual Presentation
· Tracking the Success of Your Advertising Campaigns

THE MARKETING PLAN

The Marketing Plan is used primarily to identify your own
products and services, costs, strengths, weaknesses and the
strengths and weaknesses of your competitors.

ADVERTISING STRATEGY

It is important to understand what you expect to gain from your
advertising.

Do you simply wish to get your name known so that when your
customer will need you, they will think of you first? Or, do you
wish to get your customers in your front door on Saturday?

Do you want your customers to come in and take a look around to
discover the next object that they cannot live without? Or, do
you want them to come in and buy a specific widget?

Do you hope that enough people will come in to buy enough
products or services to pay for your single ad? Or, do you
expect to gain a lifelong customer who will help pay for your
advertising over the course of several years?

When you know what you want, then you will better understand
just how to do it.

HEADLINES, AD COPY AND VISUAL PRESENTATION

You might be surprised how many business owners put out
advertising without regard for the quality of the sales pitch or
presentation. The quality of your distribution outlet or the
amount of money you spent to get there will do little for you if
the advertising vehicle is a junker.

Test all of your advertising materials in smaller markets before
blowing your advertising bank roll on it. You must absolutely
know the value of your advertising before putting large sums of
money behind it.

TRACKING THE SUCCESS OF YOUR ADVERTISING CAMPAIGNS

Tell your customers to save another 10% when they tell you they
heard or saw your ad in such-and-such location. Suggest that
they can register to win a free widget if they fill out a form
and have them to tell you how they heard of your business.
Advertise a specific widget in your ad and track the sales of
that widget.

It does not matter how you track your advertising --- just make
sure you do it!

IN SUMMARY

The ideal way to spend your advertising budget is to buy a rifle
with a high-powered scope and to only shoot your targets in the
light of day.

If you are not tracking your advertising, then you are shooting
a pellet gun without an attached scope, with blinders on, and
shooting in the dead darkness of night.

Even with a bigger gun, the blinders in the dark constitute the
single largest mistake made by advertisers. If you are unable to
track your advertising to learn what is working well, what is
working somewhat, and what is a money pit, then you are
condemned to repeat your mistakes over and again.

By relying only on gut instinct, you may be choosing to spend
more money in the money pit and to lose all of your money in the
process.

When you get down to the nuts and bolts of making money from
your advertising, you should plan, prepare, track and study your
results. You must have factual information on which to base your
advertising decisions. When you are making the right advertising
decisions, then making money from your business might just come
easy.

Fast-Track Your Journey to Home Business Success

No one has ever logged onto the Internet for the first time and
started pocketing dollars in a really short period of time. As
with all things in life, there is a learning curve.

SOME PERSONAL HISTORY

Just a few short years ago, I was a working stiff just like you.

One day, I bought and read a book called "Multiple Streams of
Income" by bestselling author, Robert Allen. Immediately, I
began my journey.

Every night after work and after my wife and children went to
sleep, I would get online and explore different ways of using the
Internet to make money.

In the two years that followed, I spent over $10,000 racking up
credit card debt buying eBooks, membership sites, special
reports, opt-in leads, and joining every "guru" recommended
business opportunity that flew into my email inbox.

I stayed up learning, working, and drinking coffee until 5:00 in
the morning, month after month filled with the hope of making
money online.

In my third year of working part-time to build a home based
income, I finally broke through and earned over $100,000 in just
twelve months from the Internet.

BECOME THE MASTER OF YOUR LEARNING CURVE

Research the lives of all of the "gurus." The one thing that
you will learn is that my own experience is not unique. Most of
the high earners on the Internet experienced a learning curve
very similar to my own.

Chances are that your curve will also be similar to mine, but it
is my hope that you can get to the top faster than even I did.
Three years was a long time to struggle, but every ounce of
struggle was worth the reward I have finally received.

In order to shorten your own learning curve, you must do a few
things differently than the rest of us did. You must become the
master of your learning curve.

THE SHORTEST DISTANCE BETWEEN TWO POINTS IS A STRAIGHT LINE

There is only one way to shorten the curve on the Internet:

You must plan to succeed!

Here is the deal. Most people put up a freebie website and select
a few affiliate programs to add to their website. Right out of
the gate, most people are running for the finish line without any
real plan in mind.

After a few short weeks, people begin to see the writing on the
wall that says, "This is going to be a long hard road."

People check their hit counters daily for six weeks before they
realize that getting traffic to their free site is going to be
tough.

At this point, they begin developing their first batch of
advertising. Then they spend countless months finding places to
show their advertisements for free. Some make an even more
drastic mistake by blowing thousands of hard earned dollars on
their new and untested ads.

These are the people who will learn the facts of life the hard
way.

In time, they will learn how to make their advertising work for
them, but most will earn very little money from their affiliate
programs.

At this point in the learning curve, most people throw up their
hands and walk away from their dreams in utter disgust. Instead
of a walking away point, this should have convinced the
struggling online entrepreneur that they were simply traveling
the wrong road.

YOU MUST PLAN TO SUCCEED

From day one, you must begin to learn about the nuances of web
promotion. Read everything you can get your hands on. Don't just
read the hype, back it up with the opinions of others who have
reviewed the same programs before you came along. Learn from
their mistakes and successes.

As you begin to learn, you must also look to make a decision. Do
you want to step into a pre-built program that is designed to
help you to succeed, OR do you want to create a completely new
program of which you are the sole owner?

If you decide to step into a pre-designed and complete turn-key
online money-making venture, then you must select the right
venture to step into. If this is your decision, I encourage you
to check out the Plug In Profit Site at:
http://www.PlugInProfitSite.com/main-4145

If you decide to go the journey on your own, then do all of the
necessary research, planning and preparation that is needed for
your success.

PREPARE TO SUCCEED

Decide what you think you would want to do, and then figure out
how your planned site will generate a real income.

Internet old-timers know about hundreds of corporation domains
that existed with IPO millions, but did not have an actual money
plan that could sustain their business model. Most of these
companies were among the hundreds of companies that bellied up in
the 2000 dot bomb experience.

Don't blindly believe in your plan. Research others on the web
who have undertaken similar business models and see if they have
survived. Study your competitors in depth to learn what is
working for them and what did not work for them. To better
understand what has or has not worked for competitor websites,
check out their time lapsed progressions using the Wayback
Machine: http://web.archive.org

Once you have determined your money plan, then you should
undertake the development of a business plan and a marketing
plan. Utilize professional assistance if you need to do so. While
creating your plans, make a determination as to which domain name
you think would be best, then register it along with a hosting
account. You can do this at Host4Profit in Step 2 on this page:
http://www.PlugInProfitSite.com/main-4145

Once you have developed your business plan and marketing plan and
have run them through several revisions, then it will be time to
buy your domain name and to begin work with a site designer and
developer. You may need to have your domain sitting on a web host
for your site developer, but this is not always necessary. While
they are doing their work, enlist a copywriter to help you with
your site sales copy.

When your site designer and developer have your site working, you
should then undertake significant testing to make sure everything
works as planned. It is much harder to fix problems on a
operational site than it is to fix problems on a site that has
yet to be launched.

When testing is done, then you should fill in your sales copy and
then shoot for launch. Of course, you already have a marketing
plan in place, so your preparation here will be simply a matter
of putting the pieces of the puzzle into place.

You are finally ready to open for business. Don't be afraid to
spend the money to bring your dream alive. Time can replace money
in the goal of starting a profitable online business, but money
invested can shave years off of your company's growth.