| ustomers aren’t finding your business, it | | | | Direct mail is a very effective medium for getting |
| may be that you’re choosing the wrong | | | | the word out. Brochures, postcards, letters, |
| media outlets for your advertising. People look in | | | | flyers, etc. – there are so many different |
| certain places for information on products and | | | | kinds of direct mail you can send out that you |
| services, like Google to search for information | | | | won’t seem annoyingly repetitive because |
| about a product and other Internet sites, like to | | | | you’ll have a different type of vehicle for |
| search for other user opinions about a product. | | | | each message. Be sure to use the area around |
| So, are you taking advantage of the places most | | | | the label printing wisely because people usually |
| consumers look for guidance on available | | | | look at the address label to see who the postcard |
| products? Here are a few of your best options: | | | | or brochure is addressed to, even if they end up |
| Magazines | | | | throwing it out. |
| Obviously, magazines are huge vehicles for | | | | Newspapers |
| advertising. Of course, they are also very | | | | Newspapers are ranked second after Yellow |
| expensive. A front or back cover can run you | | | | Pages in the largest percentage of advertising |
| tens of thousands of dollars for just one issue! | | | | dollars spent in 2003. Classified ads are among the |
| But, there are more cost-effective options in the | | | | most hard-working advertising vehicles in the |
| back of magazines that are designated for small | | | | nation. |
| print ads that look something like newspaper | | | | Newspapers are great for advertising because |
| classifieds. These ads are clustered under a special | | | | many are broken into sections – home, |
| heading so that people can easily find the | | | | business, leisure and more – so your |
| category of product or service they need. | | | | advertising is more targeted. Many also publish |
| Magazines are targeted toward every niche | | | | special guides throughout the year that you can |
| audience these days, so seeking out the ones | | | | advertise in on a one-time basis. The Washington |
| that share your target market shouldn’t | | | | Post publishes a special dining guide seasonally that |
| be too hard – you just need to do a little | | | | readers will keep and use again and again to find |
| research. | | | | their right dining options. |
| Direct Mail | | | | |