10 Ways to Save Money on Advertising

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					?Everyday, it seems, I get asked about ways to save money on advertising. I've been
asked if cutting the size of the newspaper ad, or the frequency will still get the same
results. One question was a scheme to use newspaper one month, take a month off and
use radio the next month, take another month off and use then use the shoppers and
stingy pennys.

If you run a brick and mortar business, you know how confusing it can be, deciding
which advertising is right. Especially troublesome since every media salesperson has
a different take on how to mix it.

So many questions, so little time. So I have created a list of 10 ways to save money on
your advertising.

1 Pretend everybody knows what you do. If you have been in business more than a
month, everyone in town just has to know what you do and how you do it, so throw
those ad salespeople out the door.

2 Convince yourself you don't have the time to be thinking about promoting your
business. As long as the bank account has a positive balance you must be doing
something right, right? Long term planning and what if strategies are only for those
who make a plan and follow it anyway.

3 Assume everybody knows what you have to sell. Remember, word of mouth is a
great tool and everyone will know about your products in no time. Forget that old
business saying of what happens when you assume.

4 Convince yourself that you've been in business so long customers will automatically
come to you. This is especially true if you have not changed business locations in the
last six months. Familiarity breeds profit. As long as they can find a place to park,
will find a way, even if you close at five.

5 Forget that there are new potential customers who would do business with you if
they were urged to do so. You are making the bulk of your money with the customers
you already have, something about that 80/20 rule. Spending time on the 20 seems
counter-productive. Besides, they will find about you anyway and show up and buy
something, then you got 'em hooked.

6 Forget that you have competition trying to lure your customers away from you.
You've seen the way they work; spending all that time with the little extras. The no
strings guarantees, the sales staff that tries to remember the regular customers by
name. Nothing there that goes to the bottom line. Heck, they even sell some of what
you sell for more. No threat there.
7 Tell yourself that marketing costs too much and you really don't get that much out of
it. Some really good business cards from the print shop in the back of the big box
store can get the word out and the newspaper can use it for your signature ad around
the high school basketball schedule. That's enough exposure.

8 Overlook the fact that marketing is an investment in selling...not an expense. Your
people can close 90% of those who come through the door, right? Some say the only
time to spend any money on marketing is when business is up. Although there are
others that say only spend when business is down. Hmmm.

9 Be sure not to provide an adequate marketing budget for your business. Use that
zero base thing and start with nothing and work to keep the number there. Remember,
every dollar not spent goes to the bottom line.

10 Forget that you have to keep reminding your established customers that you
appreciate their business. Those guys that give unexpected gifts and do no-charge
services and personally meet, greet and thank customers are just not spending time
selling the

Advertising and marketing has really just gotten out of hand. No need to spend any
more than absolutely necessary, right?

?2008 BIG Mike McDaniel is the Small Business Advertising Expert. Get BIG Mike's
free newsletter for small business at Find
hundreds small business articles at

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