Most businesses out there have lost their way in advertising. The problem is that advertising is expensive and unless you have a proven methodology that works, it can sting you pretty bad.
In our marketing system, we encourage the use of two-step advertising. This follows what's known as "permission marketing" where you get the readers attention with a strong offer and headline. What you're doing is offering the reader something of value such as a report or perhaps a service in exchange for their information (ie. email address, mailing information, etc.)
The offer is low-risk to the reader and in exchange you can get their information. Once you have this, you can market to them relentlessly until they're ready to buy.
This technique is expecially valuable to smaller businesses who can't go head to head with the big boys that have deep advertising budget pockets. There is no money to waste for the smaller guys...they must choose the correct print media source, have a message that has worked in other media to get attention, and offer an attention-grabbing headline to generate interest. Further, they have to stay on top of the media world as things shift (rates, sections, interest) from time to time.
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