Persuasive Advertising for Entrepreneurs and Small Business Owners: How to Create More Effective Sales Messages

Description

Here is the perfect book for entrepreneurs and small business owners who want to know how to create effective advertising on an affordable budget. Persuasive Advertising for Entrepreneurs and Small Business Owners shows you how to plan and execute money-making advertisements and commercials--on a workable budget. Jay Granat, an experienced marketing professional and ad man, provides readers with a practical understanding of advertising principles, media selection, copywriting, consumer behavior, and persuasive advertising methods in promotional efforts. These principles have important implications, and Jay Granat shows you how to utilize them and stay within your means. Successful cases from across the media--television, print, direct mail, radio, transit, and public relations, representing construction, law, medicine, publishing, retail businesses, restaurants, and others--highlight various prosperous approaches to persuasive advertising. Written specifically for entrepreneurs and small business owners, Granat’s book is the first to explain how to use persuasive tactics and strategies. Ideal for established small business owners and those starting such a venture, this manual makes affordable advertising an easier step on the path to success. In addition to analyzing many aspects of advertising, this manual outlines appropriate networking and public relations strategies for entrepreneurs and small business owners. Granat teaches you how to construct money-making advertising and to recognize when your sales messages are effective and when the messages need to become more persuasive. To help illustrate the power of effective sales messages, he includes examples of his own advertising successes and failures. You will be better equipped to foresee when your own advertising campaigns are more likely to succeed or more likely to fail and how to reverse a failing campaign. Descriptions of the advantages and disadvantages of each advertising medium assist with the question of how to construct effective and persuasive selling messages for specific media. Whether you are looking for advice on how to plan a marketing/advertising campaign, ways to familiarize yourself with each medium available and select a medium to carry your messages, or how to use mind-set advertising, you will find it in Persuasive Advertising for Entrepreneurs and Small Business Owners. This abundance of useful information is ideal for copywriters, brand managers, entrepreneurial institutes, business professors, communications professionals, readers of Inc., Success, and Entrepreneur, advertising and marketing students, and of course, entrepreneurs and small business owners. Cover Half Title Title Page Copyright Page Dedication Table of Contents Chapter 1: Introduction What Will Entrepreneurs Learn from This Book? Who Should Read This Book? What's Different About This Book? One Entrepreneur to Another Chapter 2: "The Medium Is the Message" — Even for a Five-Year-Old My Start in the Advertising Business Why Am I Telling You All This? Chapter 3: Entrepreneurial Advertising: Some Business Basics and a Lot of Common Sense Where Can You Go for Help with Your Business Plan? Entrepreneurial Advertising and Corporate Advertising Advertising, Selling, and Psychology People, Buying Behavior, and Advertising Rational vs. Emotional Appeals Customer Essays Colleagues and Competitors: A Gold Mine of Information Know Your Product What Problems Do You Want Your Advertising to Solve? Setting Advertising Objectives Chapter 4: Persuading Customers What Is Persuasion? Hypnotic Advertising What Is Hypnosis? Direct Hypnosis Indirect Hypnosis Some Examples of Hypnotic Advertising Messages Shock and Confuse Your Audience Repetition and Its Role in Hypnotic Advertising Chapter 5: Words That Win Customers: A Short Course in Copywriting How Do You Start? Where Do Ideas for Advertisements Come From? Why Begin with Print Advertisements? General Suggestions on Copywriting What Should You Do If You Just Can't Come Up with Any Good Ideas? Self-Hypnosis for Copywriters and Creative Entrepreneurs Chapter 6: Testing: A Scientific Approach to Advertising Go Straight to the Horse's Mouth Expanding a Construction Business During a Recession Chapter 7: The Adventures of a Mail Order Entrepreneur: Direct Response Advertising Chapter 8: "Let Your Fingers Do the Walking": Yellow Pages Advertising The Yellow Pages and the Marketing Mix Creating an Effective Yellow Pages Advertisement General Yellow Pages Strategies Chapter 9: Brochures That Bring in Big Bucks Surprise! You May Not Need a Brochure Chapter 10: How to Create Great Television Campaigns on a Small Budget Writing and Producing Television Commercials Finding the Right Production Company Budgeting Guidelines for Television The Lone Ranger Rides Again Chapter 11: Radio: Sounds That Sell Some Big Rewards from Radio Chapter 12: Where and When Should Yon Run Your Message? What Are Your Advertising and Marketing Objectives? How Much Competition Is There in Your Business? How Extensive Should Your Media Campaign Be? How Much Money Can You Afford to Spend on Media? Where Do Your Customers Come From? How Complex Is Your Message? When Are People Going to Be Most Interested in Your Message? Match Your Message to the Medium Creative Advertising Media Innovative Media Deals Syndicated Advertisements and Commercials Other Kinds of Cooperative Advertising Programs How to Get Good Mileage Out of Your Print Advertisements What's the Best Way to Use Outdoor and Transit Advertising? Advertising Salespeople: A Valuable Resource Chapter 13: Publicity, Public Relations, and Advertising: A Powerful Combination Public Relations and Entrepreneurship How Much Public Relations Do You Need? Public Relations and the Media Public Relations and Credibility Public Relations and Advertising Working Together Public Relations in Exchange for Advertising Community Activities Chapter 14: What Entrepreneurs Really Need to Know About Advertising "I've Spent a Lot of Money on Advertising and I Haven't Seen Any Results" How Should I Choose an Advertising Agency? Is It Best to Work with an Agency That Has Experience in My Industry? How Should I Compensate My Agency? What Are Some of Your Biggest Advertising Successes and Failures? Clients Who Won't Take Risks Ready, Shoot, Aim Don't Tarnish Your Company's Image Lots of Funny Things Happen When You Advertise What Are Some of Your Favorite Advertisements and Commercials? References Index