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    The Dynamic Manager's Guide To Advertising: How To Grow Your Business With Ads That Work
    The Dynamic Manager's Guide To Advertising: How To Grow Your Business With Ads That Work
    The Dynamic Manager's Guide To Advertising: How To Grow Your Business With Ads That Work
    Ebook94 pages1 hour

    The Dynamic Manager's Guide To Advertising: How To Grow Your Business With Ads That Work

    By Dave Donelson

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    About this ebook

    Dave Donelson has helped hundreds of small business owners and managers create advertising campaigns that attract new customers, build loyalty, and encourage repeat purchases. In The Dynamic Manager’s Guide To Advertising, he shows you how to increase the return on your advertising investment by following a few basic rules of the game. Some of them come from his experiences creating ads and watching customers react to them as he stood in his clients’ stores and offices as the campaigns ran. Others were drawn from the lessons learned by small business owners themselves, from auto repair shop owners to nursery retailers, clothing stores to insurance agents. In other words, this book isn’t about theory--it’s about the real world of small business advertising.

    Much of the material in The Dynamic Manager’s Guide To Advertising comes from seminars Dave Donelson has presented around the country over the years. Some of it has appeared previously in the national business and trade publications he writes for. The book is organized to encourage you to sample, to think about, and to try out different concepts over time. It’s not a narrative or a text book; there isn’t a step-by-step organization but rather a collection of useful articles that address practical problems in small business advertising. You’ll find some useful guidance that fits your specific situation and discover some tactics you can use to accomplish your particular goals.
    Above all, you'll gain a few insights into how to grow your business

    LanguageEnglish
    PublisherDave Donelson
    Release dateJul 19, 2010
    ISBN9781452491011
    The Dynamic Manager's Guide To Advertising: How To Grow Your Business With Ads That Work
    Author

    Dave Donelson

    Dave Donelson’s world-roving career as a management consultant and journalist has led to writing and photography assignments for dozens of national publications. The Dynamic Manager's Guide series is based on his work with hundreds of business owners and managers as well as his own experiences as a successful entrepreneur. He is also the author of Creative Selling: Boost Your B2B Sales and two novels, Heart Of Diamonds and Hunting Elf.

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      Book preview

      The Dynamic Manager's Guide To Advertising - Dave Donelson

      The Dynamic Manager’s Guide To Advertising:

      How to grow your business with ads that work

      by Dave Donelson

      DSDA Publishing, Smashwords Edition

      Copyright 2010 Dave Donelson

      Discover other titles by Dave Donelson at Smashwords.com

      Smashwords Edition, License Notes

      This ebook is licensed for your personal enjoyment only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each person. If you’re reading this book and did not purchase it, or it was not purchased for your use only, then please return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author.

      Table Of Contents

      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.

      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.

      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.

      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.

      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.

      Chapter 10 Case Study: P.C. Richard

      Even in tough times, P.C. Richard generally doesn't cut back much on advertising expense.

      Chapter 11 Pay Attention To Attention

      Don’t be afraid to try unconventional tactics to get 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.

      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've 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.

      Chapter 16 Case Study: Lehman's Hardware

      The Lehman family of Ohio sells butter churns and washboards--via the Internet."

      About Dave Donelson

      About This Book

      My first job in advertising was as a copy writer for a radio station. It didn’t pay much, but I learned a ton. Over the years, I produced TV commercials, designed print ads, and planned many media budgets. But you never saw my TV spots on the Super Bowl or my print layouts in Vogue. My clients weren’t gigantic multinational brands like Coca-Cola or Chevrolet. Instead, I created ad campaigns for Casey Meyers Ford and Soda Boy (whose still-memorable slogan was Oh Boy! Soda Boy!)—advertisers in St. Joseph, Missouri, the small town where I grew up. My ads were for local businesses, not national conglomerates. In other words, they promoted businesses just like yours.

      Working in local media as I did is a great way to learn a lot about all kinds of businesses. Car dealers, grocery stores, clothing retailers, and home improvement contractors all have different advertising needs. Some are looking for more store traffic, others want to expand their market area. Attracting new customers, building loyalty in the existing clientele, encouraging repeat purchases or introducing new product lines each require different tactics. There are a few principles that apply to them all, but there really is no such thing as one-size-fits-all advertising. Please keep that in mind as you consider the concepts in this book.

      When you mention advertising to most people, they immediately think of the behemoths of the airwaves—companies like Procter & Gamble, McDonald’s, or Wal-Mart. But big spectacular national ad campaigns like theirs have little in common with advertising the way it’s done by small businesses—the kind of advertising you do. In most respects, advertising your business is harder.

      Mostly, of course, that’s because you don’t have a gazillion-dollar advertising budget. You probably don’t have a lot of expensive research to precisely define your market or a dedicated psychometric laboratory to test your ads before they run. Your copy writer may double as your store manager most of the time. Your art director most likely spends most of her time freshening merchandise on the shelves. Your media planner? Probably the person who writes the checks—you. In other words, your advertising isn’t designed and executed by a team of Madison Avenue gurus, it’s the product of the good-hearted people who help make your business a success.

      That certainly doesn’t mean it isn’t effective. Quite frankly, somebody who spends 90% of their time talking to your customers (like your store manager does) is going to have an infinitely better understanding of what they want than some clip-board-toting psychological profiler or white-coated lab technician. You don’t need a super computer to calculate your media efficiencies to the fifth decimal point when you’re trying to decide whether to promote this year’s Father’s Day Sale in the Weekly Inkspot or the TV-49 Six O’Clock News. What you probably do need, though, is a better understanding of what makes advertising effective and how to make it work better for you.

      That’s where The Dynamic Manager’s Guide To Advertising comes in. This book offers you some basic rules that will help increase the return on your advertising investment. Some of them come from my experiences creating ads and watching customers react to them as I stood in my clients’ stores and offices as the campaigns ran. Others were drawn from the lessons learned by small business owners themselves, from auto repair shop owners to nursery retailers, clothing stores to insurance agents. In other words, this book isn’t about theory—it’s about the real world of small business advertising.

      Much of the material in The Dynamic Manager’s

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