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The Dynamic Manager's Guide To Advertising: How To Grow Your Business With Ads That Work by Dave Donelson
Business
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Effective small business advertising isn’t impossible, it’s just hard. It’s hard to make good ads, to buy efficient media, to judge results. But it’s not impossible! Dave Donelson shows you how to grow your business in The Dynamic Manager’s Guide To Advertising. Learn how to attract new customers, build loyalty, encourage repeat purchases, and increase your share of the market with advertising techniques practiced by real small businesses just like yours.
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Chapters
Title Description Date Created DM Guide To Advertising Episode 01
(14.51 MB)About This Book; Chapter 1 - The Advertising Conundrum - If you stop promoting, your customer base melts away like an ice cream cone on a July afternoon. Sep 16, 2010 DM Guide To Advertising Episode 02
(20.09 MB)Chapter 2 - Advertising Goals, Part One: Your Image - The goal isn't to enhance the image--it's ultimately to affect the bottom line - Chapter 3 - Advertising Goals, Part Two: Your Sales - Advertising is about sales, sales, and more sales. Sep 16, 2010 DM Guide To Advertising Episode 03
(18.88 MB)Chapter 4 - Advertising Goals, Part Three: Positioning Your Business - Once the consumer puts an advertiser in a position in their mind, it generally stays there. - Chapter 5 - Advertising Ideas - The best approach is to be as specific as possible in the claims presented. Sep 16, 2010 DM Guide To Advertising Episode 04
(13.84 MB)Chapter 6 - Five Rules For Effective Advertising - You must know what matters to your customer before you can produce advertising that appeals to them. - Chapter 7 - Bert & Bertha - There is no customer named "the market" but there are many named Bert and Bertha. Sep 16, 2010 DM Guide To Advertising Episode 05
(13.3 MB)Chapter 8 - Effective Advertising Is Local - Like politics, all good advertising is local. - Chapter 9 - Say It Over And Over Again, And Again, And Again - Advertising works the way the grass grows. You can never see it, but every week you have to mow the lawn. Sep 16, 2010 DM Guide To Advertising Episode 06
(14.22 MB)Chapter 10 - Case Study: P.C. Richard - Even in tough times, P.C. Richard generally doesn't cut back much on advertising expense. Sep 16, 2010 DM Guide To Advertising Episode 07
(16.44 MB)Chapter 11 - Pay Attention To Attention - Don't be afraid to try unconventional tactics to draw attention. - Chapter 12 - Advertising's Four-Letter Word - When you tell someone something they already know--or think they know--they stop listening. Just ask anyone with teenage children. Sep 16, 2010 DM Guide To Advertising Episode 08
(19 MB)Chapter 13 - Just A Little Reminder - Advertising works more like a directional arrow. It tells the customers where to go to get something once they're decided they need it. - Chapter 14 - Should Price Be In The Picture? - There's generally no reason to use price advertising since few purchase decisions are made on that basis. - Chapter 15 - Four Rules For Buying Advertising - You really shouldn't hide in the back when a media sales person comes into your business. Sep 16, 2010 DM Guide To Advertising Episode 09
(15.91 MB)Chapter 16 - Case Study: Lehman's Hardware - The Lehman family of Ohio sells butter churns and washboards--via the Internet. - About Dave Donelson Sep 16, 2010