Use Common Sense When Describing Your Business in Advertising

Use Common Sense When Describing Your Business in Advertising

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Most people think they need to prepare crafty descriptions for their business, especially when preparing a script for radio or television ads. I will describe why this is not needed, a waste of time, and could even hurt how effective your ad could be.
These days people are very picky about advertising. I’m the first to make fun of ads I hear in the radio. Some of them really leave me rolling my eyes because the business owner tried so hard and that showed. But what also showed is that they are obviously stuck in the past with old tactics that don’t work anymore.
Using terms like, “folks”, “fast friendly service”, “quality materials”, “attention to detail”, “quality workmanship”, and “chuck in a truck” to describe your competitors should be used with caution or not at all.
Yes, using terms that you might use in a flyer or business description are taboo in radio advertising in particular. The reason radio is so touchy is that your audience can only base their opinions of your business upon what they hear. If your voice is annoying at all, you should hire a professional. And a marketing or sales expert should edit your script or come up with an original one from scratch.
People are wise to anything that sounds too good or blows away every competitor out there. Sure you’re proud of your business. But, even if you do blow away your competitors, you shouldn’t come right out and say that.
Instead, try being a bit humble and speak from the heart. Tell the story and endear people to you based on your heart. Consumers will put up with all kinds of bad service if they believe in your mission and how it affects you and your family. So promise good honest service and competitive prices, but let them know what you are trying to build and why. If you are building your company to hand off to your kids one day, then talk about that. If you are wanting to build your business to the point where you can support some other mission or charity, then talk about that. Give people something real to grasp.
I’m building TopLocal.org to benefit small business owners with my knowledge and experience. Lord knows I’ve been through the wringer and made plenty of mistakes. Perhaps I can help others with that knowledge and ways to circumvent problems that I had.
I’m also building TopLocal.org for retirement and to provide a good job for my son, nephew, and friends who are all great talent but who have all struggled for many years.
I’m building a platform where business owners can come together and have some fun promoting each other effortlessly.
That’s why I’m doing this. So why are you doing what you do?

March 7, 2018 |

Using PowerPoint as a Marketing Design Tool

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Did you realize that you could use PowerPoint as a design tool?

You can use PowerPoint to design flyers graphics email headers and really anything. It’s an amazing tool
and it’s easily to use. I think the main thing for me is that you can use it without any specialized knowledge. If you don’t know how to use Photoshop or illustrator or four in design or those kinds of programs you can use PowerPoint to design it just about everything.

Early in my marketing career I learned PowerPoint and before that Corel DRAW. Illustrator is difficult, it’s an Adobe program just like Photoshop, but Microsoft doesn’t really have a photo editor or illustrator program like Adobe does. So when I found out the PowerPoint can actually be manipulated to use as a design tool I was happy. For instance you can open a new PowerPoint presentation and design it to be portrait justified and then you can change the size from  7- 1/2 x 10 to 8- 1/2 x 11 and you can design a flyer right there on PowerPoint. Then you can save it as a PDF and upload it to any number of office supply houses or print shops like Staples. I’ve designed many flyers over the years and the easiest ones to design were from PowerPoint.

The best thing about PowerPoint as a design tool is that you can write text and change how the text looks. You can make it three dimensional, change the color, apply gradient, drop a shadow and many other tools that help your designs look professional. When designing your marketing piece you can create layers easily with PowerPoint. You simply right click on the element, and you can arrange it to go backward or forward in the layer order. And if you have transparent background PNG images layered, it can be a very powerful effect.

So next time you want to design something try PowerPoint I think you’ll find it to be easy tool and effective.

March 7, 2018 |

Best way to grow your business online

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Millions are spent every day and marketing and advertising and people believe that are away on TV advertising or something like 5 to 1 however the best return you can get is investing in yourself and building a platform that is sustainable and becomes the authority in the space so you can take a panic of the three .5 billion search is a day that happen on Google and take back some of that $2 million an hour Google is making to help your business grow… If you’d like to learn more about this process or join a platform that can help you win online, add your business to TopLocal.org.

Have a great day.
Jeff Cline

February 21, 2018 |
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