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    Five Rules Of Advertising: The Dynamic Manager’s Handbook Of Small Business Advertising
    Five Rules Of Advertising: The Dynamic Manager’s Handbook Of Small Business Advertising
    Five Rules Of Advertising: The Dynamic Manager’s Handbook Of Small Business Advertising
    Ebook50 pages50 minutes

    Five Rules Of Advertising: The Dynamic Manager’s Handbook Of Small Business Advertising

    By Dave Donelson

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    About this ebook

    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.

    LanguageEnglish
    PublisherDave Donelson
    Release dateMar 31, 2011
    ISBN9781458188007
    Five Rules Of Advertising: The Dynamic Manager’s Handbook Of Small Business Advertising
    Author

    Dave Donelson

    Dave Donelson’s world-roving career as a management consultant and journalist has led to writing and photography assignments for dozens of national publications. The Dynamic Manager's Guide series is based on his work with hundreds of business owners and managers as well as his own experiences as a successful entrepreneur. He is also the author of Creative Selling: Boost Your B2B Sales and two novels, Heart Of Diamonds and Hunting Elf.

    Read more from Dave Donelson

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      Book preview

      Five Rules Of Advertising - Dave Donelson

      Five Rules Of Advertising

      The Dynamic Manager’s Handbook Of Small Business Advertising

      by Dave Donelson

      Donelson SDA, Inc., Smashwords Edition

      Copyright 2011 Dave Donelson

      ISBN: 978-1458188007

      A note from the author

      The Dynamic Manager Handbooks are for entrepreneurs, managers, and others who want to succeed in small business by learning more about management techniques, operations, and best practices. Each volume in the collection is devoted to a single topic. The material was extracted from the Dynamic Manager Guides, my series of books based on my experiences as a business journalist, consultant, and entrepreneur.

      Table Of Contents

      Chapter 1 - Five Rules For Advertising Success

      Chapter 2 - Your Customers, Bert and Bertha

      Chapter 3 - Pay Attention To Attention

      Chapter 4 - Advertising’s Four-Letter Word

      Chapter 5 - Just A Little Reminder

      Chapter 6 - Media Buying Simplified

      About Dave Donelson

      Chapter 1

      Five Rules For Advertising Success

      You must know what matters to your customer before you can produce advertising that appeals to them.

      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 follow these five simple rules.

      Rule Number One - Know Your Customer

      Who do you sell to most of the time? Let’s say you operate a garden center. Are your best customers apartment dwellers or home owners? Are their homes on small lots or big acreages? Are they do-it-yourselfers or do-it-with-helpers? Obviously, each of these customers needs different things from your nursery. They also need different advertising strategies for everything from copy points to media selection. You simply can’t be all things to all customers and neither can your advertising, so the first step in good marketing is to define the customer who puts the most money in your till every month.

      You’ll want to know their age, sex, and income, for starters. Even more important, of course, is their housing situation, lifestyle, and family mode. You can commission expensive market research to find out these things, but you probably know much of it already from your daily dealings with them. The key is to focus your advertising on those best customers—and only them—instead of

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