Advertising and Marketing Ideas to Create Phenomenal Profits In YOUR Small Business

“What I Learned In Advertising School” PDF Print E-mail

“What I Learned In Advertising School”

I’m doing advertising seminars for a Direct Mail advertising company. I decided to go to their training school (for 2 days) to see what they were taught. The company is the Town Money Saver. I was surprised in that the company teaches some of the same stuff I do. The CEO is a smart guy. The teacher I had the first day stressed “The most important part of the ad is the company’s name, address, & phone. And use lots of white space to make the ad stand out”.

Since I was a guest, I didn’t argue.

The contact information is the last thing the reader should see.

White space is only useful to sell a bigger ad, not a better one.

The instructor did have some good information about colors. If you are using a full color format, don’t use white letters on a colored background. If the color screens (they use in printing) aren’t perfectly in line, your print will be hard to read. Better to use black letters on a color background. (or a white background)

My instructor the second day was the CEO. He told us that you have to make strong offers to get a response. A 10% discount coupon won’t do it. I couldn’t agree more. Your offer has to get their eyes to widen. You want the reader salivating at the thought of getting your offer. And you create that effect by offering so much for the dollar that the reader can’t help but want to buy. If you read your own ad, would it make your heart pound faster?
 

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Reviews from Amazon.com.

Your Survival Guide to Ad Reps Who Don't Know Any Better!, January 23, 2010

By Gloria Steinman "Obsessive Compulsive Book Re... (Sandusky, OH)

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If you have ever been approached by an ad rep, you know the feeling of confusion and frustration. They tell you how much your business will increase and how you will get SOOO many new customers. Then you run the ad, nothing happens, and the rep comes back and tells you to run it again to see if it works next time. Surely if you continue to run the ad SOMETHING will happen!

After months of spending hundreds or even thousands of dollars, many business will throw up their hands and proclaim "ADVERTISING JUST DOESN'T WORK!"

 But what you don't know, and to be honest the ad rep doesn't know it either, is that the simple act of purchasing an ad does not mean you will get a response!

There are tried and true "rules" to advertising and Claude's book is very good at laying those "rules" out in an easy to understand way. It is not the last book you should ever read on advertising but it can be used to IMMEDIATELY improve the response to YOUR advertising!

 I highly recommend this book to any small business that operates on a local level.

The $20 bucks you'll spend (at Amazon.com) on this book will be well worth it and if you actually put some of Claude's principles to work you could see a return on investment worth thousands of times the cost of this book! Claude has spent 10 years in the school of harsh reality and has tested and tweaked these methods for the survival of his own business.

Claude Whitacre is My Hero!

 An Incredibly Valuable Book!, January 19, 2010

By Mike McGroarty

The Unfair Advantage is an excellent book that every small business owner should have on their desk. Not their bookshelf, on the desk, and the pages should be dogeared from constantly refering to this book. All businesses need to and should advertise aggressively and this book really does give you an unfair advantage by teaching you how to craft your advetisements, and where and where not to place those advertisements. Advertising that doesn't work is expensive. Advertising that REALLY works is libertating and will take your business and your life to the next level and beyond.

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