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How to Write an Effective Ad

by Shea with 3 Comments in 26 February, 2015

The reality is that advertising costs the same whether it is created strategically or not.  Any ad costs you the same amount whether it generates one new customer our 100.  Whether online or offline an ad costs you the same whether it brings in $100 or $10,000.  Therefore, the level of marketing expertise you possess […]

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Test Every Ad

by Shea with Comments Off on Test Every Ad in 24 February, 2015

Why would you not test every ad? The huge increase in response this ad brought in drove home the importance of testing.  How high can you go?  No marketer has the right or ability to tell the market what it will respond to.  Experience can show you what types of things tend to work best, […]

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Testing 1, 2, 3…

by Shea with Comments Off on Testing 1, 2, 3… in 23 February, 2015

Always Be Testing As I have previously said, when you test one marketing variable against another, you will find that one always outperforms all the others, and usually by a significant margin.  A price of $199 may outpull $211 by 5 times.  A particular headline in a banner ad might out pull another one by […]

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Anatomy of a Major Marketing Blunder

by Shea with 1 Comment in 22 February, 2015

Let’s Take a Look at What Happened and How This Marketing Blunder Could Have Been Prevented Based on the title of this post, “Anatomy of a Major Marketing Blunder” you know where this post is going.  One time, not long ago, there was a small business owner we’ll call Tom, who after 25 years in the home building […]

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It’s Not Nuclear Physics, but… Testing

by Shea with Comments Off on It’s Not Nuclear Physics, but… Testing in 21 February, 2015

IT’S NOT NUCLEAR PHYSICS, BUT. . . You may be thinking that this idea of testing seems so obvious that every business owner is most certainly already doing it… Right?  It’s Not Nuclear Physics, but…  The unfortunate reality is that more than 87% of your competitors are NOT willing to take the time to do […]

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Marketing Decisions – Never Make a Major Marketing Blunder Again

by Shea with Comments Off on Marketing Decisions – Never Make a Major Marketing Blunder Again in 20 February, 2015

Strategy #2: Marketing Decisions – Never Make a Major Marketing Blunder Again In his classic book Think and Grow Rich, Napoleon Hill lists one of the major causes of failure as people’s “preference to act on opinions or unsubstantiated judgments rather than facts.” Therefore, marketing decisions based on what you think will work or what […]

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Cost Effective, Not Expensive

by Shea with 2 Comments in 19 February, 2015

Cost Effective, Not Expensive (This is the continuation of a previous post.)  You’re probably wondering how I could pull this plan off without going broke in the process. We’re looking at Cost Effective, Not Expensive.  Actually, it is easy to calculate exactly how much everything would cost, as well as to accurately project the expected […]

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Articulate Your Advantage (Identity)

by Shea with Comments Off on Articulate Your Advantage (Identity) in 18 February, 2015

ARTICULATE YOUR ADVANTAGE (IDENTITY) An air conditioning repair company I know of in Phoenix harnessed the power of their Identity and tripled the size of its business in less than a year. Before developing and articulating their Identity, the company had been guilty of running “me-too” advertising.  I told them they need to articulate your advantage. […]

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How To Stand Head And Shoulders Above Your Competition

by Shea with Comments Off on How To Stand Head And Shoulders Above Your Competition in 17 February, 2015

STRATEGY #1: How To Stand Head And Shoulders Above Your Competition Unique Selling Proposition: How To Stand Head And Shoulders Above Your Competition through differentiation, niche marketing, and positioning. These and other related business buzzwords have no doubt crossed every small business owner’s ears in recent years. But what do these words really mean to the average […]

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What’s Your USP?

by Shea with Comments Off on What’s Your USP? in 16 February, 2015

Do You Really Know What’s Your USP (Identity/Advantage)? Your USP should be developed around your strengths and your competitors’ weaknesses. Some general USP (Identity/Advantage) premises might be lower prices, biggest selection, longest warranty, convenience, quality, superior services, better guarantee – anything that sets you apart from the pack.  Keep in mind that how you articulate […]

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