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The  Free 24-Hour Recorded Message Hotline is an easy message for
listeners to grasp and remember with 30- and 60-second radio ads. Radio
can be very cost-effective for the right products and services those that
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will appeal to a broad consumer audience, not so much to a narrow,
highly-targeted audience.
Radio is more of a broadcast tool, designed to reach a wide audience.
Mostly, I prefer  narrow-casting tools. I prefer to advertise exactly
where my prospects (and no one else) are looking. If I want to catch fish,
I go to where the fish are. And I go to where the fish are concentrated
most densely. I want to go fishing in a barrel packed with fish, not the
ocean. I definitely don t want to fish in the desert. Direct mail and the
Internet are  narrow-casting marketing tools. So are the Yellow Pages
and classified ads because of the way they are organized. Advertising in
specialty magazines designed exactly for the audience you are trying to
reach is a good bet.
If you re selling guitars, try advertising in a guitar magazine with one
of your  Free 24-Hour Recorded Message Hotline ads with a headline
that says something like  11 things you must know before you buy a gui-
tar. If you are selling ammo, run the same kind of ad in one of the NRA s
publications aimed at gun owners. If you offer a product aimed at sea-
soned citizens, the AARP s magazine would be a place to test your ad.
With these tools and strategies, you can fish where the fish are.
The point is, you can now make your ads small and cheap because
you no longer need to rely on big ads in traditional media to do all your
selling. You just need an ad big enough for a headline, a headline so in-
triguing that your readers will have to call your hotline or visit your Web
site to find out the rest of the story.
One of my favorite ads was the ad for GoDaddy.com that ran during
the Super Bowl. The ad featured an enormous-chested woman in a tight
T-shirt with the phrase  GoDaddy.com emblazoned across her chest.
And that was about it. The ad did not say what the service was. But it
was attention-getting.
I went immediately to my computer to find out what this company
was selling. I guess everyone watching the Super Bowl did too because I
couldn t get into the site. But I was certainly curious. Turns out the
company provides Internet marketing tools, including domain name reg-
istration, an online Web site building tool, a merchant account service,
and most tools and services needed by those of us who market on the
Internet. The ad was certainly successful for GoDaddy.com.
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Benjamin Hart
They understood the purpose of their Super Bowl ad. It s purpose
was to get me to go to their Web site, to then entice me to give them my
email address by offering me free stuff. GoDaddy s plan worked on me.
I m a happy GoDaddy.com customer. That s where I store my domain
names. I ve bought other products from them also. GoDaddy.com un-
derstands Internet marketing.
Turn your business card into a
power-packed lead generation tool
Your business card can be a powerful marketing tool.
Unfortunately, most business cards are snoresville and make no im-
pression whatsoever. They just get tossed out or thrown in a drawer with
everyone else s business card, never to see the light of day again.
You want your business card to look professional, but also turn it into
a piece that your prospects will want to keep around and refer to. In-
clude all the basic information: company name, logo, your name, phone
numbers, email address, and Web site address.
Make your Web site address jump out above all else, because the Web
site is today s brochure. And, because you are now a master marketer,
your Web site is not like other Web sites. It s a multi-media PowerPoint
presentation that dazzles your prospects.
Be sure to include the toll-free number for your  Free Recorded Mes-
sage, which should also jump out. Your business card might include an
ad on the back for a free special report for all who call the toll-free num-
ber to listen to the Free Recorded Message.
The point is, don t make your business card look like everyone else s
card.
We don t live in the 1950s anymore. This is the 21st century. You ll be
giving your business card to your very best leads, people you ve actually
met. Make your business card a piece people won t throw away or toss in
a drawer.
For some kinds of services and businesses (carpet cleaning, plumb-
ing, lawn care, handyman work, office products, florists, caterers, pizza
delivery, other home delivery services, and many more) consider making
your business card a magnet that will stick to a refrigerator.
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Automatic Marketing
Today you can have a business card with a chip that can contain a 30
second recorded message from you. The card includes a printed dot that
says,  Press Here. The recorded message will then play. When ordered
in quantity, you can have these cards made for about $1 apiece, not a
whole lot more expensive than a regular business card but one that will
deliver a whole lot more bang for the marketing dollar spent.
You can also make your business card a fold-over card, a kind of mini-
booklet brochure that can contain more information. What if you com-
bined all these elements in your business card? It s a card, a fold-over,
two-panel mini-brochure, a refrigerator magnet, and includes a recorded
message.
Don t worry about looking hokey with such a business card. People
will love it and admire you for your ingenuity and creativity. People will
want to do business with someone so smart, interesting, and different.
You ll see people playing with your business card, listening to the re-
corded message on your business card over and over again and showing
it to others.
Very few people will throw away such an unusual, talking business
card. Your card will be a novelty, a conversation starter. It will become
the center of attention, passed around at parties.
Your business card should be a stunning attention-getter. Make your
business card an important part of your overall marketing strategy that
ties in with all your other marketing.
Conduct surveys to find qualified leads
Surveys are great tools to use in the right situation.
Surveys are, in fact, a great tool to use if you are in the lead generation
business or if you are offering a wide range of products and services.
The purpose of the survey is simply to ask your prospect what he [ Pobierz całość w formacie PDF ]