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1. Yellow Pages advertising pays
HOW TO PROVE THAT MORE YELLOW PAGES ADVERTISING PAYS You probably will never do everything in Yellow Pages that could be profitable for your business or professional practice. Practically no one does. But there are some practical, simple, and inexpensive ways to prove to yourself that size pays. Then, the more profitable you find your Yellow Pages advertising, the more you should consider investing additional YP dollars in the future. Dominate Somewhere You must...

2. Fax broadcasting
Fax and Broadcast Fax THREE NEW MEDIA The 1990s saw something unique in the history of communication—the use and acceptance of three new media for advertising: broadcast fax, e-mail, and the Internet. Of these, fax has become astonishingly undervalued and underused. Sent and delivered overnight, it is the message most likely to be placed on the recipient’s desk and read. It guarantees privacy and is opened without fear of virus and systemwide contamination. Whether...

3. Getting your site known
How to Get the Existing Business Front Line Involved In adding e-commerce to your business, you must get your front line involved. Your clerks, your sales force, your phone order and service personnel are all critical to your success. They must be trained not only to ask for e-mail addresses (which they may consider an extra pain) but to make the asking a service to the customer. To make this easier, have a short written form that your personnel can follow or the customers can fill out. Be hel...

4. Web Site Index
Your Seven-Point Web Site Index 1. Home. An immediate point-and-click way to jump from anywhere in your Web site and return to your home page. 2. About us. When detailed information about your business is of interest to the buyer, put it here. But always remember that the most important word in direct marketing is “you,” rather than “I.” 3. Contact information. How to reach you on-site, by phone, fax, ma...

5. Six Areas for Web Site Testing
1. As we emphasize for all visual communication, the most important parts of your message are the headline (like e-mail), illustration(s), offer, and price. Your Web site is the perfect medium for testing all four! 2. Your home page illustration must reinforce your main benefit message. If not, find one that does and test it against any other. Sometimes you do better without a picture. Test! 3. Is your type too small (a frequent mistake), or perhaps too large? Try to use nothing smaller tha...

6. The Cost of Doing Internet Advertising and Business
The Cost of Doing Internet Advertising and Business A direct marketer’s rule of thumb tells us that it costs just as much to sell by mail or phone as it costs to do it in bricks-and-mortar outlets or with an in-person sales staff. The secret of sales success has been (and still is) to use any or all of these in whatever combination works best for selling your customers. Online marketing is sometimes is the only good way to advertise and sell. More often, it as one of several media ...

7. Internet advertising checklist
NOTES ON THE BASIC INTERNET ADVERTISING CHECKLIST E-mail Things to Do 1. Written plan. Have a written plan that begins with what you expect to achieve, then lists, step by step, how you are going to achieve it, including staffing and costs. Remember: Everything costs more than it costs and takes longer than it takes! 2. Prospects/customers. List, in writing, the reasons your customers and/or prospects w...