Write Your Own Booklet
What do you do when you'd like to write a book, but don't have the
time. Write a booklet! A booklet is simply a short book. Technically
it's less than 75 pages, but many booklets are around 40 pages. Forty
pages is a good length for most business audiences. Busy entrepreneurs,
workers, and managers want to get information quickly and with as
little effort as possible (who doesn't?).
Many people prefer the shorter and more direct style of the booklet.
They will also pay as much for a booklet as they will for a book.
This is especially true if the booklet offers them some truly valuable
information. It is not unusual for booklets to be priced in the $25
range. Booklets can also make excellent promotional tools. When you
give a prospect or customer a booklet you authored, it establishes
you as a published expert.
People won't throw away a booklet like they will a brochure or hand-out.
Booklets simply have the more valuable feel of a book and encourage
people to keep your information and read it later.
Don't worry about being a great writer. All you need to do is explain
a solution to a problem that you know a lot of your clients have.
Keep paragraphs and sentences short so they can be read quickly.
Most good copy shops can photocopy your booklet and side or saddle
staple it in one quick process. Have them use a thicker colored paper
or card stock for a more professional looking cover.
If you would rather not write the article yourself I'll ghost-write
it for you with the information you provide me. You name will go in
the byline and no one will know that it was written for you. Email
me or give me a call at 517-447-4080 and you will be a published author
in no time!
Use LIVE Commercials
One of the great things about advertising on radio is that it's still
completely "live"! Whereas almost all TV shows are recorded weeks,
months, or even years earlier; radio is happening as you hear it.
Take full advantage of radio's live characteristic by buying live
commercials. Most radio stations will let you purchase live spots
where DJs will read your copy live over the air.
Listeners tend to pay much closer attention to these special commercials.
Usually spots are recorded, so a live commercial really stands out.
If it's being read by a popular radio personality, your message gets
the effect of being endorsed by a well-known voice.
Here are some added benefits that most radio stations won't tell
you about. Few DJs really watch the clock while reading your spot.
You can pack it with lots of information and the announcer will run
well past the 60 seconds you purchased.
Also, if you make a point to treat DJs with a special touch (like
inviting them to lunch or giving them a free sample of your product
or service) you may get an extra endorsement from the announcer.
Rather than having the DJ read from pre-written copy, supply them
with an outline of the copy points you want mentioned. Let them ad-lib
the rest for a more natural and sincere sound.
If you already buy regular recorded radio commercials, ask your radio
sales rep to add a few "live" spots to the mix.
Advertise in School Papers, Programs, and Church Bulletins
For maximum impact, you not only want your marketing to publicize
your product or service, you also want it to build your good name
in the community.
One inexpensive way you can do this is to support school and church
publications. Many papers, programs, and bulletins accept a limited
amount of advertising.
Marsha lived in a small town where big newspaper advertising was
unavailable. Instead, she turned to her high school newspaper and
to the bulletins of several local churches. She found that these publications
were happy to let her run tasteful display ads for a fraction of what
a major newspaper would charge.
These ads are almost always low-cost and can sometimes be written
off as a non-profit donation. Not only will you be helping to fund
an organization or activity important to many members of your community,
you will be seen as an important member of the cultural fabric.
TV stations and newspapers spend considerable money and time supporting
community activities. There's a good reason for it. It allows them
to be seen by business leaders and consumers as indispensable community
institutions.
Your business, no matter how small, can get the same benefit by following
their example (even if on a smaller level).
Look for opportunities to support and advertise in non-profit, community
publications.
