Welcome!
- Advertising Is Neither A Necessary Evil Nor A Cure-All
- Build A Rock-Solid Marketing Bridge
- Compile An Accurate Profile Of Your Customers
- Identify Your Target Market
- All The Advertising You Can Afford Is Not Worth The Customers You Already Have
- Know What A Customer Is Worth To You
- Understand The Purpose Of Advertising
- Set Measurable Growth Objectives
- Use The Single Most Powerful Tool In Advertising
- If Your Doors Are Open, You Should Be Advertising
- Budget Adequately For Advertising
- Think Long Term
- Have A Potent Promotional Strategy
- Don't Advertise What You Can't Deliver
- A Response Is Not A Result
- Don't Ask Your Customers What Brought Them In
- Position Your Business
- Weak, Sloppy, Boring, Sleepy, Careless, Pointless, Cookie-Cutter, Cliché-Filled Copy Won't Do.
- Use The 10 Critical Components Of Copy
- Use Advertising's Most Compelling Words
- Always Get Two Prospects For The Price Of One
- Understand The Objectives Of Media Salespeople
- Any Medium Will Work If You Know How To Work The Medium
- Understand The Basics Of Electronic Media Ratings
- Stop Spraying And Praying
- Use A Proven Scheduling Formula
- Demand Absolute Accountability
- Never Get Diverted From The Real Issues
- Don't Forget How People Remember
- Sell Something More Profitable Than Low Price
- Avoid The "Sale" Syndrome
- Let Your Employees In On Your Advertising Plans
- Let Go Of The Branch
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