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I Advice - I'm Mad as Hell and I Refuse to be an Advertising Victim
The Management Team Section of the Business Plan - Don't Just Include Resumes
Even the best new concept or existing plan will fail if executed poorly. The Management Team section of the business plan must prove to the investor why the key company personnel are "eminently qualified" to execute on the business model.The Management Team section should include biographies of key team members and detail their responsibilities. It is important that these biographies are not merely resumes that include the educational backgrounds and previous job titles and responsibilities of the team members. Rather, biographies should highlig
therEven the best new concept or existing plan will fail if executed poorly. The Management Team section of the business plan must prove to the investor why the key company personnel are "eminently qualified" to execute on the business model.The Management Team section should include biographies of key team members and detail their responsibilities. It is important that these biographies are not merely resumes that include the educational backgrounds and previous job titles and responsibilities of the team members. Rather, biographies should highlig
3. You didn't run the ad often enough
4. YOU (your merchandise, your service, your image, etc.)
You Can't Deposit “Creativity” In The Bank
Unfortunately, most advertising agencies are interested In being creative and cutesy.
That's what wins advertising awards. I think this is absolutely ridiculous. The advertising field gives awards based on creativity, not results. Many ads that have won top awards didn't produce an
Fish Where The Fish Are - Niche Marketing, Business Startup
Niche marketing seems all the rage these days, what with the continued phenomenal growth of small business enterprises. Countless numbers of business advisors and consultants continue to encourage budding entrepreneurs to find, research and develop niche markets as a means to guide their businesses to profit and success. I've published several articles on the subject of niche marketing myself. And, as a market sector, niche markets certainly have their place. There will always be portions of any given market that are ignored or rejected by the larger c
I stopped being an advertising victim in 1992 when I was first introduced to Dan Kennedy Marketing, and it is one of the most important lessons I’ve learned.Niche marketing seems all the rage these days, what with the continued phenomenal growth of small business enterprises. Countless numbers of business advisors and consultants continue to encourage budding entrepreneurs to find, research and develop niche markets as a means to guide their businesses to profit and success. I've published several articles on the subject of niche marketing myself. And, as a market sector, niche markets certainly have their place. There will always be portions of any given market that are ignored or rejected by the larger c
I’m happy to say I haven’t been an advertising victim for 13 years.
If you have been in business for awhile, it has already happened to you - probably more than once. In fact, probably often. And if you are new to the retail world, you can bet the mortgage that it will eventually happen to you.
What is it? It's when you get that big black checkbook out of the center desk drawer, and you sit down across from some media salesperson, and you write out some kind of a check for some amount, for some kind of promotion advertising expense, and you have no earthly idea whether you made a good decision, bad decision, when you'll know, how you'll know, if you'll know.
I detest that kind of uncertainty. I don't like to play guesswork games with my money and I bet you don't either. I'm going to tell you how to eliminate it, how to make every dollar you spend on advertising and marketing measurable and accountable.
The Best Place To Spend Your Hard Earned Money On Advertising Is Direct Response!!
All advertising can be one of only two types – either "Institutional Advertising" or "Direct Response Advertising." It is monumentally important to understand the difference.
Most advertising in magazines, newspapers, on radio, TV, and billboards is institutional advertising. It is Institutional advertising because in most cases, there is no way of accurately tracking response. Most advertising agencies like institutional advertising since, without tracking, they canNOT be held responsible for zero results. If an ad campaign does not produce the results they want, they blame it on:
1. The economy
2. The weather
3. You didn't run the ad often enough
4. YOU (your merchandise, your service, your image, etc.)
You Can't Deposit “Creativity” In The Bank
Unfortunately, most advertising agencies are interested In being creative and cutesy.
That's what wins advertising awards. I think this is absolutely ridiculous. The advertising field gives awards based on creativity, not results. Many ads that have won top awards didn't produce any
Types of Indian Embroideries
IntroductionIndia is a diversified country having varied range of cultures and customs. The Indian art and craft have become world famous. There is huge demand of Indian embroidered garments. There is huge variety of embroideries done in India, here are few of them which have got more fame in terms of popularity in international market : -Zardozi embroideryZardozi work is an ancient form of embroidery basically done with gold or silver zari threads. It is also known as metal embroidery. Although now-a-days it is also done with colo
to you.IntroductionIndia is a diversified country having varied range of cultures and customs. The Indian art and craft have become world famous. There is huge demand of Indian embroidered garments. There is huge variety of embroideries done in India, here are few of them which have got more fame in terms of popularity in international market : -Zardozi embroideryZardozi work is an ancient form of embroidery basically done with gold or silver zari threads. It is also known as metal embroidery. Although now-a-days it is also done with colo
What is it? It's when you get that big black checkbook out of the center desk drawer, and you sit down across from some media salesperson, and you write out some kind of a check for some amount, for some kind of promotion advertising expense, and you have no earthly idea whether you made a good decision, bad decision, when you'll know, how you'll know, if you'll know.
I detest that kind of uncertainty. I don't like to play guesswork games with my money and I bet you don't either. I'm going to tell you how to eliminate it, how to make every dollar you spend on advertising and marketing measurable and accountable.
The Best Place To Spend Your Hard Earned Money On Advertising Is Direct Response!!
All advertising can be one of only two types – either "Institutional Advertising" or "Direct Response Advertising." It is monumentally important to understand the difference.
Most advertising in magazines, newspapers, on radio, TV, and billboards is institutional advertising. It is Institutional advertising because in most cases, there is no way of accurately tracking response. Most advertising agencies like institutional advertising since, without tracking, they canNOT be held responsible for zero results. If an ad campaign does not produce the results they want, they blame it on:
1. The economy
2. The weather
3. You didn't run the ad often enough
4. YOU (your merchandise, your service, your image, etc.)
You Can't Deposit “Creativity” In The Bank
Unfortunately, most advertising agencies are interested In being creative and cutesy.
That's what wins advertising awards. I think this is absolutely ridiculous. The advertising field gives awards based on creativity, not results. Many ads that have won top awards didn't produce an
Implementing a Methodology
"The least expensive decision will be the price of the package." - Bryce's LawINTRODUCTIONThe use of organized methodologies for the development of systems and software have been around for 35 years ("PRIDE" was the first in 1971). Today, there are dozens, if not hundreds, of methodologies available for use. Many are simply a variation on the traditional theme of: feasibility study, external design, internal design, program, test, install, review. Others take an iterative approach to development. Regardless of what
games with my money and I bet you don't either. I'm going to tell you how to eliminate it, how to make every dollar you spend on advertising and marketing measurable and accountable."The least expensive decision will be the price of the package." - Bryce's LawINTRODUCTIONThe use of organized methodologies for the development of systems and software have been around for 35 years ("PRIDE" was the first in 1971). Today, there are dozens, if not hundreds, of methodologies available for use. Many are simply a variation on the traditional theme of: feasibility study, external design, internal design, program, test, install, review. Others take an iterative approach to development. Regardless of what
The Best Place To Spend Your Hard Earned Money On Advertising Is Direct Response!!
All advertising can be one of only two types – either "Institutional Advertising" or "Direct Response Advertising." It is monumentally important to understand the difference.
Most advertising in magazines, newspapers, on radio, TV, and billboards is institutional advertising. It is Institutional advertising because in most cases, there is no way of accurately tracking response. Most advertising agencies like institutional advertising since, without tracking, they canNOT be held responsible for zero results. If an ad campaign does not produce the results they want, they blame it on:
1. The economy
2. The weather
3. You didn't run the ad often enough
4. YOU (your merchandise, your service, your image, etc.)
You Can't Deposit “Creativity” In The Bank
Unfortunately, most advertising agencies are interested In being creative and cutesy.
That's what wins advertising awards. I think this is absolutely ridiculous. The advertising field gives awards based on creativity, not results. Many ads that have won top awards didn't produce an
Recruitment - Pick People Who Think
Old style management doesn't encourage personal mind control, employees aren't encouraged to think. That was certainly the case when I started work back in the bad old days however it's still prevalent in many businesses today.It's evident in many of the organisations that I work with that there's a culture of - "I'm the boss - I tell you what to do - you don't question it."The successful manager doesn't react that way, he or she employs people who think; people with a mind of their own who aren't afraid to say what they think and
r>Old style management doesn't encourage personal mind control, employees aren't encouraged to think. That was certainly the case when I started work back in the bad old days however it's still prevalent in many businesses today.It's evident in many of the organisations that I work with that there's a culture of - "I'm the boss - I tell you what to do - you don't question it."The successful manager doesn't react that way, he or she employs people who think; people with a mind of their own who aren't afraid to say what they think and
Most advertising in magazines, newspapers, on radio, TV, and billboards is institutional advertising. It is Institutional advertising because in most cases, there is no way of accurately tracking response. Most advertising agencies like institutional advertising since, without tracking, they canNOT be held responsible for zero results. If an ad campaign does not produce the results they want, they blame it on:
1. The economy
2. The weather
3. You didn't run the ad often enough
4. YOU (your merchandise, your service, your image, etc.)
You Can't Deposit “Creativity” In The Bank
Unfortunately, most advertising agencies are interested In being creative and cutesy.
That's what wins advertising awards. I think this is absolutely ridiculous. The advertising field gives awards based on creativity, not results. Many ads that have won top awards didn't produce an
A Reliable Process to Define and Implement Your Vision for the Future
Ever struggle with trying to clearly discern and define a realistic and viable vision for the future of your organization? Many leaders lead “by-the-seat-of-their-pants.” They’re actively engaged in the daily duties of managing, directing and supervising but often perform these responsibilities without any clear understanding of how they are shaped by the organization’s vision of its future or how their successful execution will help bring about that vision. They’re in a canoe (the organization) in a swiftly moving river (the competition) without a
therEver struggle with trying to clearly discern and define a realistic and viable vision for the future of your organization? Many leaders lead “by-the-seat-of-their-pants.” They’re actively engaged in the daily duties of managing, directing and supervising but often perform these responsibilities without any clear understanding of how they are shaped by the organization’s vision of its future or how their successful execution will help bring about that vision. They’re in a canoe (the organization) in a swiftly moving river (the competition) without a
3. You didn't run the ad often enough
4. YOU (your merchandise, your service, your image, etc.)
You Can't Deposit “Creativity” In The Bank
Unfortunately, most advertising agencies are interested In being creative and cutesy.
That's what wins advertising awards. I think this is absolutely ridiculous. The advertising field gives awards based on creativity, not results. Many ads that have won top awards didn't produce any substantial increases in sales.
Direct response advertising, on the other hand:
1. Contains a headline that flags your prospect and creates curiosity
2. Creates interest in the merchandise
3. Creates desire in the prospect
4. Has a specific offer
5. Has a deadline
6. Has measurable results
Why is this so important? Two reasons:
1. Most businesses have limited capital to spend on their marketing and advertising (unless you are Coca Cola or Microsoft). Since you have a limited budget, why waste it on advertising that you are not sure is working?
2. The only reason a business would advertise is to get more customers and sell more merchandise. A direct response ad concentrates only on this purpose. First, it contains a headline that attracts the attention of the specific customer you want to in your store(s).
Then, it makes a complete and compelling case for the reason for your offer. Next, it proves to the customer that the reason for the offer will solve some problem in the customer's life or provide some valuable benefit to him.
It states specific reasons, facts, and statistics, as well as testimonials from other customers to validate the claims. Then it tells the reason why you are able to make such an attractive offer. It tells the customer what to do in order to gain the benefits of the offer.
It creates "urgency" by telling the customer that he must act now in order to gain these important benefits, and why this offer is so limited, either by time, or by the quantity available.
Finally, it must contain a way for you to track exactly what sales or customers were generated by that particular ad.
Now that I have defined for you the difference between institutional and direct response advertising, here's th
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