Question: “I need more clients. Should I spend $400 to place a display ad in the local newspaper?”
Answer: Well, maybe, but if you can only afford to do it once then it may be a big marketing mistake.
According to marketing Guru, Jay Conrad Levinson, author of numerous books inlcuding the famed “Guerrilla Marketing”, the number one reason that marketing plans fail is lack of commitment to a consistent investment in marketing. Prospects need to hear or see your message 5 to 6 times or more before they are ready to buy. So, blowing the big bucks on one killer ad in the paper may be one of the biggest mistakes that you can make. One of the best strategies that a small business owner can utilize is to identify a cost effective marketing vehicle that can be implemented in an orderly and logical manner. One successful tool that Jay recommends is newsletters. Newsletters may not be ground shakingly new, but are very effective tools to help establish yourself as an expert, educate your clients and prospects, and build long term customer relationships.
Check out these and other ideas in Mr. Levinson’s ageless hit “Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business”. This book is required reading in many MBA programs throughout the world, and is sure to have some ideas for you too.