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Advertising Tips To Help YOur Small Business

By Jeff Schuman

Are you looking for an advertising tip that can stretch your
budget and make your advertising effect. Actually in this
article you are going to get several advertising tips.

As a small business owner, every dollar you spend is a dollar
that comes right out of your pocket and affects your profit
margin, especially when you're trying to grow your business. If
you're going to succeed, you have to pay close attention to your
bottom line and look for creative, innovative ways to cut costs
while still getting what you need.

That old saying that it "takes money to make money" has never
been truer than when it comes to promoting your business.

So when it comes to spending money on advertising, how do you
make sure that your advertising is working hard enough, without
spending a fortune?

Thanks to the Internet, you've got lots of options for finding
cost-effective advertising that does what it's supposed to --
bring targeted customers who are hungry for what you're selling,
right to your door. But don't forget about cost-effective offline
methods as well.

Here are a few advertising tips to help you get started:

Focus your advertising dollars on your target market. The tighter
your niche, the better your chances of finding the customers who
are looking for exactly what you've got to sell! So rather than
going wide, and trying to sell to everyone, narrow your focus,
and then, if possible, narrow it some more! Figure out who your
"ideal" customer is, and then create an advertising campaign for
them. Once you know who you're selling to, look for media that
targets that demographic. Depending on your product or service,
think community and neighborhood newspapers, high school sponsor
advertising, chamber of commerce directories, etc.

If your ideal customers aren't defined by a specific geographic
location, look at regional or specific demographic publications.
Perhaps a regional paper runs an annual issue that focuses on an
issue or activity that reaches your target market. Use local
cable television to broadcast your ads only in certain markets.
You'll get cheaper rates and a more focused demographic.

Always ask for a discounted rate. (Many publications offer an
"agency" discount of up to 15 percent. If you are acting as your
own in-house advertising agency, you might qualify for the
special rate.

Some monthly magazines offer discounts for multi-ads placed over
a 3, 6 or 12 month time period. Most publications have a
different rate schedule for different types of advertisers -- so
depending on your product or service, you could qualify. And if
not, sometimes just asking for the discount will give it to you.

Buy leftover space or airtime. This is advertising that the
publication, radio or television station hasn't filled by their
usual deadline. Of course you'll have to take the spots that are
available, but again, depending on your business and the product
or service you're selling, that inconvenience could still be
worth the discount and the exposure you'll receive.

Use classified ads. They're not just for employment offers any
more. You'll find classified ads in magazines and newspapers.
Before writing your ad, go to your local library, and look
through the back issues of the magazine or newspaper that you're
considering. Look at the ads that catch your eye, or that are
repeated month after month. Those ads wouldn't be in there each
month, if they weren't making the advertiser money. Use those ads
as springboards for ideas when you're ready to start writing your
own classifieds.

Test your ads. Start out with the cheaper publications, so you
can find out what's working and what's not. Play with them, and
tweak them. Once you've got an ad that works, keep using it. You
can run it more than once, or in more than one publication at a
time. When it quits bringing in customers, or you start noticing
a drop in effectiveness, then it's time to change it.

Do you own a retail business? If so, check into co-op advertising
funds that may be offered by your vendors. Co-op programs provide
joint advertising for your and your vendor, and you'll get a
portion of the cost of the ad reimbursed because the ad mentions
the vendor. (Note: most Co-op programs have strict guidelines, so
check with your vendors and make sure you're following the

Barter for goods and services. This can be especially effective
with radio stations and local papers. See if you can provide your
products or services in trade for the cost of advertising. (Also
called "trade" or "In-kind" ads, the radio station or publication
gives you the ad in exchange for products or services of equal
value, and then uses those products or services as part of a
promotion or contest for their listeners or readers). This can
also be a great way to get additional free publicity, so if you
decide to try this method, get creative and think outside the

Reuse your ads in other advertising medium. If you've got an ad
that's especially effective, or looks great, reuse it in a
circular, brochure, handout, flyer or direct mail piece. Use the
graphics on your Webpages.

Finding a healthy mix between online and offline advertising,
looking for ways to extend your reach and your advertising
dollar, and cutting costs creatively will help you ensure that
your advertising is working hard for your success.

Hopefully these advertising tips have given you some ideas on
how to be more effective with your small business advertising.

About the author:
Jeff Schuman's small business resources website contains articles and ideas on running your own small business.

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