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Many small
businesses think that they can't afford advertising for their
business. The truth is they can't afford
not to advertise. The misconception that some
entrepreneurs have is that to be effective, advertising has to
be a 30 second spot on the Super Bowl or a massive ongoing ad
campaign in the local newspapers. Not so! Nor does advertising
have to be something created by an advertising agency or some
other so called professional. The only thing advertising really
has to be is … effective!
Developing
good advertising starts by having a good understanding of just
what the definition of advertising is. Advertising includes
everything that puts the name of your business in front of
people; from a big "CLEARANCE SALE" sign in the window
to a Yellow Page listing … and everything else in between.
Like any other
marketing, the key to advertising success is the "return on
your investment" and just how many profit dollars result
from your advertising efforts. For many small businesses, that
means taking the “Guerrilla”
approach. And there is no better resource to show you
the way than the Guerrilla pro himself … Jay Conrad Levinson
… in his book Guerrilla
Advertising -- Cost-Effective Tactics For Small Business
Success.
Levinson's
approach to advertising is common sense and real world:
Guerrilla
advertising avoids common mistakes, guiding the conscientious
practitioner through the labyrinth all the way to a bright and
shining bottom line. A characteristic of guerrilla advertising,
differentiating it from standard advertising, is that it is
based upon reality: your real audience, their real needs, the
real competition, the real world at the time you are
advertising, the real results you can expect from your leap of
faith into the murky arena of ads, commercials, signs,
brochures, and publicity.
Unlike
the traditional advertising scene, guerrilla advertising is not
very glamorous. The only stars are the product and services
being advertised. When the spotlight moves from these stars, the
process ceases to be guerrilla advertising. If the advertising
investment isn't clearly cost-effective, the process probably
never was guerrilla advertising. The insights and secrets
revealed in these pages can help you faithfully follow the
guerrilla's path.
Levinson
applies his proven guerrilla philosophy to advertising, the most
elusive, seductive … and expensive … branch of the marketing
tree. Advertising is all around us, and lots of folks think they
know a good ad campaign when they see one, but as Levinson has
proven over and over again, what you don't know will
hurt you!
Step-by-step
chapters in "Guerrilla Advertising"
cover:
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Developing an advertising strategy
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Designing effective ads and copy
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Maximizing advertising
effectiveness
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Focusing your audience
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Staying within budgets
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Polishing your look and pitch
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Buying and adapting your tactics
to appropriate media
Teeming with
anecdotes about past and current advertising successes and
failures, "Guerrilla
Advertising" will entertain readers as they learn
the nuts and bolts of cost-effective advertising for their small
business.
For
any small business that doesn’t think they are getting the
biggest and best bang for their advertising dollar spent, or
don't even think they need to advertise or can't afford to
advertise … "Guerrilla
Advertising" will offer you a whole new world of
finding more customers, more revenue, and more profits in your
pocket.
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