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How To Run A 50,000 Advertising Campaign On A 1,920 BudgetCopyright © 2008 Lei WangHas this ever happened to you? You have been chasing a prospect for the last few months, waiting and waiting to hear from them. Finally, you receive a long awaited email. Or, someone has finally returned your call after you left the twenty-seventh message on their phone? You were over the moon! Jumping up and down...and ka-ching...ka-ching.... You can already hear the cash register ringing - you know it's time to get paid! Then next thing you hear... "I'll need sometime to think about it and will get back to you..." "I'll need to discuss it with my wife..." Have you ever asked yourself, "Why is it so damn hard to get people hand over their credit card details?" And remember the first time you ever run an ad in the local newspaper, trade magazine, or purchased a spot on the local radio station? You were so excited and nervous at the same time. You were holding your breath and praying for the phone to ring... Then as the clock ticked and days slowly drifted by...finally the phone rings. You rush to pick up and ahaaa... Someone has answered your ad, expressed interest, and asked you a few questions... Then, they disappear off the face of the earth and you never hear from them again... Has it ever crossed your mind...? Maybe it's easier to just give up...and find a job that offers some security. You can pay off your mortgage, work another thirty or forty years, and then retire comfortably. Well...I don't blame you for thinking that way. We have all had days where nothing seems to work out. If you are devoting a lot of time talking to skeptical or mildly interested prospects, and then wondering why they never call back... You failed to address their biggest concern. Most people are terrified of putting out money and getting no where. They have seen hundreds if not thousands of ads similar to yours and companies that come and go like a circuit. They have been burnt enough times by snake-oil salesmen selling get-rich-quick scheme, masterminded by some amateur running their business in a spare bedroom, hoping to make a few quick bucks. It all comes down to one key element C credibility, and this is the first and foremost concern you need to address in your sales pitch. For that exact reason, your competitors with deep pockets are willing to fork out millions upon millions of dollars on advertising and brand building. They are happy to repeatedly run ads in magazines, newspapers, on TV, and on the radio. There may not be a single soul who picks up the phone to make an enquiry, but they keep the ad machine rolling. It doesn't hurt them one bit because they have plenty of money to show around, and it's a great a credibility booster. Now... If you are a hard-working small business owner struggling to make ends meet, or just starting out and barely affording an office and a desk....imagine trying to take business away from them. It's like competing with sharks in a small pond with no way out! In your battle for survival, you might lower your prices or provide better service. Sometimes you might work sixteen hours a day., seven days a week. This might give you just enough to cover the overheads and pay the employees. You re-invest the little left over back into your business to keep it going... Not a very bright picture, wouldn't you say? But the good news is... You are certainly not alone in this situation. Most businesses have a short life because of these two problems... The primary reason for failure in the first year is a lack of funding. The primary reason for failure over the next five years is burn-out. My client, Scott Bywater, transformed from being a struggling start-up to one of the highest paid copywriter in just a few years, because he knows how to make his money work harder instead of himself. If you want to run a $50,000 advertising campaign on a $1,920 budget, you must be smart with your money... Instead of paying a few thousands for a single media placement, why not use educational content in an editorial style? For starters, you get equivalent ad placement for free. People read editorials with pen and paper in-hand to capture interesting tidbits of information. You won't see that with advertisement. If you are a marketing executive and strapped for time, outsource the task by finding a writer for less than $0.20/word. You can have an 800 word article done for little over $160. Just think how much you normally pay for an ad.... $3,000 - $5,000 for a single issue ad in any trade publications $60,000 and up in a major national publication Doesn't that seem like a pretty darned good deal? Take out your calculator and let's do the math... At the rate of $4200/ad, within a single year you will be running $50,000 in debt. If you commission 12 editorial articles, all you will ever pay is $1920. That's less than 4% of the cost of the traditional ad. if you are really strapped for cash, just recycle any existing files you have like brochures, sale letters, newsletters, ebooks, seminar handouts, or blog posts. You can have an article ready under 10 minutes. I hope you walk away with something valuable from this - strategies you can immediately apply to boost your profit. And if you have any questions or a burning problem and you can't figure out, feel free to send me an email. I'm looking forward to helping you on your journey to success. P.S. If you want to find out how Scott Bywater "banked in $1,500 within 48 hours with just a phone call", visit my website. About The Author:
*** Digital Reprint Rights *** *** Author Notification *** We ask that you notify the author of publication of his or her work. Lei Wang can be reached at: lei.wang@thephantomwriters.com *** Print Publication Reprint Rights *** If you desire to publish this article in a PRINT publication, you must contact the author directly for Print Permission at: lei.wang@thephantomwriters.com
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