I love looking at ads in magazines and newspapers. It’s one of the funnest ways to see which companies are wasting their marketing dollars by placing bad ads and which ones are doing a good job. The ones that are doing a good job typically will have their ads running for a long time because they are effective in generating leads.
In these tight times, companies no doubt are reducing their marketing budgets, or at least are very careful about where and how they spend their marketing dollars. Online marketing generally, and e-mail marketing specifically, will continue to be one of the least expensive yet very effective ways to get in front of existing and prospective customers.
I read a newsletter written by Dan Kennedy, one of my marketing heroes, where he talked about using other industries’ marketing tactics for your industry. One often hears companies say “Well, what they’re doing is great, but it wouldn’t work in my industry.” That is often not the case.
When I interview a potential graphic designer, one of the most important questions I ask is “In an ideal world, what design projects would you work on?” Inevitably, they’ll pick one that is their favorite, be it print design, web design, or identity/branding design. So, I let them work on the projects that they enjoy most because I am a true believer in specialization.
A friend of mine called and said, “I think I should finally create a web site for my business (she practices rolfing massage therapy) and I want to do Pay-Per-Click.” I thought to myself, “How do business owners decide that they need PPC?”
So, I asked her how she decided that she needs PPC. She said, “My husband (who is an attorney) has a web site; he’s been spending money on PPC, and it seems to help his business.”
Aha! She heard someone was doing it, and although she has no idea what it exactly means or does, she wants it for her business, with hopes that it will increase her client base.
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