By John Remark
When I ran my first advertising campaign, I didn't have a plan and everything went wrong. The first I did was to write the ad copy at the newspaper office. I was rushed and didn't have time to properly compose the ad. The second thing I did wrong was to place an ad in the yellow pages. Anyone know how long it takes for an ad to appear in the yellow pages. It's printed only once a year! The third thing I did wrong was not to use a printer. I photocopied my flyers which turned out to be a disaster. If I had gone to a good printer, I could have gotten some other ideas on layout and could have used colors. The internet was just getting started so that wasn't a factor at that time.
After that first campaign, I was able to improve on each succeeding campaign with better results each time. The ad copy for the newspaper improved each time. This is because I sat down and took time to write each ad before I went to the newspaper office. Needless to say, I never used yellow pages again and I searched for and found a good printer that was able to help with the layout and colors as well as the type and weight of the paper. As a result, each campaign improved and the results improved with it.
These days I use the internet since it has grown so big and dominates all aspects of daily life. I don't use the newspapers or yellow pages although they have gone to the internet as well. So why use them when I can get my own website and do what I want. I have a good website developer that knows how to build a nice site that's search engine friendly. This can then be easily marketed so that the website gets traffic.
I still use printed materials such as fliers, brochures and signs and am glad I found a good printer that can do both screen printing and digital printing. This is important because all my campaigns are small quantities, I don't need a huge printer that can do 50,000 magazine copies an hour. I need someone that can turn out short runs of high quality printing with a fairly fast turn around.
So, as you can see, a plan is important. It just took me a while to get there and I wouldn't do anything without one now.
After that first campaign, I was able to improve on each succeeding campaign with better results each time. The ad copy for the newspaper improved each time. This is because I sat down and took time to write each ad before I went to the newspaper office. Needless to say, I never used yellow pages again and I searched for and found a good printer that was able to help with the layout and colors as well as the type and weight of the paper. As a result, each campaign improved and the results improved with it.
These days I use the internet since it has grown so big and dominates all aspects of daily life. I don't use the newspapers or yellow pages although they have gone to the internet as well. So why use them when I can get my own website and do what I want. I have a good website developer that knows how to build a nice site that's search engine friendly. This can then be easily marketed so that the website gets traffic.
I still use printed materials such as fliers, brochures and signs and am glad I found a good printer that can do both screen printing and digital printing. This is important because all my campaigns are small quantities, I don't need a huge printer that can do 50,000 magazine copies an hour. I need someone that can turn out short runs of high quality printing with a fairly fast turn around.
So, as you can see, a plan is important. It just took me a while to get there and I wouldn't do anything without one now.
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