Ten Tall Tales of Traditional Marketing #2
You have our permission to publish this article electronically or in print, at no cost, as long as the bylines are included. Please print the article in its entirety unchanged and notify the author by email when you use it.
~*~*~
"Ten Tall Tales of Traditional Marketing That Cost You Tons" Tall Tale #2 "Advertising is Expensive" By Jimmy Vee & Travis Miller
Let's face it. Advertising isn't exactly a bargain. But it doesn't have to be as costly an endeavor as many people believe it to be.
As we talked about yesterday, advertising is usually used as a surface treatment. Asking advertising to do the lion's share of marketing your product or service is a yeoman's task. That's when things start to get expensive. For example, a relatively unremarkable store selling relatively unremarkable products in a relatively unremarkable fashion will often times expect an advertising campaign to yield leads and sales. It's possible, but it will take a hefty cash commitment from the unremarkable player. The advertising message will need to be geared toward the masses and communicated to as many people as possible. That's not cheap ' and it's not smart either.
A remarkable business, on the other hand, is playing by an entirely different set of rules. A company with a remarkable product, service or method can deploy a remarkable advertising message to a small, targeted group of individuals who are most likely to appreciate the company's uniqueness and act upon it. They, in turn, will spread the word about that company.
Another tremendous benefit enjoyed by companies that are remarkable is the concept of permission. A company with a unique size, flavor, or look has a better than average chance of requesting and receiving permission from their would-be and current customers to market directly to them with specific and relevant information. It's a concept we'll talk more about in a few days, but the concept is simple. When someone permits you to market to them, the task is easier, the cost is lower, and the results are better.
Advertising is only expensive when you ask it to do a remarkable task for an unremarkable company. So dig deep and find out what's remarkable about your product or service or method or whatever and start telling the people who care.
Tomorrow we'll tell you the truth behind the tall tale that says if you get your message in front of enough people it will be successful.
Get the full ebook "Ten Tall Tales Of Traditional Marketing That Cost You Tons" and others at our website: http://www.scend.net/small_resources.htm
About the author: Jimmy Vee & Travis Miller are the partners of scend, a nontraditional advertising agency and authors of the revolutionary 'Gravitational Marketing System' which helps businesses harness the power of word-of-mouth advertising. They believe that if you are remarkable, you can be famous, people will know your name, and the world will beat a path to your door. For questions, comments, or to shoot the bull, email them directly: mailto:talk@scend.net