If you’ve never issued a free press release about your business, then you must issue the first of many tonight before retiring to bed.

Q When does one issue a press release?

A As often as possible. If you launch a business, issue one. If you launch a new website, issue one. If you make a donation to charity, issue one. If you redesign your website, issue one…the list is endless. If you promote an employee, add a new product line, etc, etc

Q Is it possible to create ‘Press Release Spam’?

A Yes. Make sure that what you have to say is news-worthy. (See above). It’s possible to issue them too often. People will get tired of you and they’ll stop picking up and distributing/publishing/reading your releases.

Q How do you create press releases.

A Write them yourself (There is a recommended format). You can pay to have it done (Will cost hundreds) but do you want to pay for this every few weeks/months? Perhaps not. It’s worth learning how to write them anyway so that you can tell when it has been poorly written for you. (Especially if you’ve paid for it). Go to a free press release site (there are many) write your release about your business and click submit.

Q Why bother with press releases anyway?

A Journalists/Reporters are always searching for newsworthy stories. When I submit a press release to a press release distributor online, the release (200 to 300 words) gets sent out to in-boxes of many journalists. Depending on the quality of the release, they will publish your story.

The whole press release composing/writing/submitting/distributing can be completely free or fully paid for. I’ve used both.

The secret is to have a newsworthy story or event about your business - you may need to be creative and you must write it in the recommended style.

Ugo Okonkwo http://www.mostexpensiveinternetad.com

Ugo Okonkwo http://www.mostexpensiveinternetad.com/

Ugo trained and works as an Orthopaedic Surgeon. His interests also include entrepreneurship and he has set up many successful business websites including Real Estate Entrepreneur http://www.mostexpensiveinternetad.com/

Sure, everyone needs business cards. But why not make your business card do double or triple the work of an average business card.

Here are 4 proven ways to supercharge your business card into a powerful business tool.

1. Use the back of the card to include sales info. Good marketers know that customers need to be reminded at every opportunity how your product or service will help them. Even though business cards are small, you can still include some information on the back of the card that will remind customers how you are unique, better, and valuable. You could include a short bullet list of features and benefits. You could display some stats and figures, mention awards your product has won, or list a brief testimonial or two. Just a little bit of extra sales information can make a big difference in building relationships and encouraging sales.

2. Use the back of the card as an appointment card. Dr.’s and dentists do this frequently. But other businesses can use the same concept. Sales people of all kinds, realtors, consultants, professionals and more can use the back of their business cards as an appointment card. This is a good idea for several reasons. First of all, it increases the likelihood that a prospect will keep your card close by – at least until you have the appointment. Second, it gives you a reason to give customers more than one business card. The more cards they have the more likely they are to always have one handy when they need it. This is especially important if they are referring you to a friend or relative. They may have an extra card of yours laying around that they can give to someone.

3. Use the back of the card as a map to your store. Maps are important for people who are new to the area, or people who aren’t familiar with your part of town. Also, with just a mailing address listed on the front of the card many people don’t know exactly where you are. A map will clear that up and again help increase the chances of them hanging on to your card

4. Place a 12-month calendar on the back of your card. This is a very clever technique that is sure to have people keeping your card handy at all times. Believe it or not a 12-month calendar fits nicely on the back of a standard size business card. I remember when I got my first card that had a calendar on the back of it. It was from an insurance salesman and I literally kept it by my desk at all times. I found it to be much quicker to glance at this card than to thumb through a wall calendar or even to visit Outlook. Each time I picked up the card I remembered who had given it to me. This practice is applicable to any business and in any industry.

Using even one of these 4 tips will greatly enhance the impact that you business card will have. With just a little creative you can turn your business card from a necessary evil, to a powerful tool.

Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. http://www.brochures.com marketing@brochures.com

Does the signage in your company make people do a double take? Do they look back to see what it says? Does it spark curiosity in the viewer? What I am asking is; does your company have a signage double-take strategy to capture the mind and attention of your future customers? Well if your answer is know then you need think a little bit about how to change that. You see in my company our signage does compel the viewer to take another look and to ask the question, what is that? And your company signage needs to also.

In order to get the future customer to take a double look and concentrate on your business’s signage for that extra split second as they drive buy you have to use strategies which are automatic responses of the human brain. Many people say sex sells and if you put a pretty girl in a bikini up their then they will look. Well, sure they will, now then will they remember the name of your company or the image of perfect 10 gal in the picture?

I consider you use colors and a logo, which is unique and a three or four word catchy phrase with words of no more than three syllables. Short, sweet and too the point, but not just a catchy phrase, it also must describe your product or service and say something about your customers. Do not simply pick the first phrase you come up with think hard on this as it is very important for the success of your business. Think on this in 2006.

"Lance Winslow" - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; http://www.WorldThinkTank.net/wttbbs/

“How brochures can help you stand out from the competition, close the deal, and even build repeat business.”

Most brochures are nothing more than a collection of a few pictures and a few details about a business. However, brochures can be used as powerful tools that distinguish your company from your competition, further sell prospects on your product or service, and even build repeat business.

Here are a few things to keep in mind that will turn your brochure into a powerful sales tool.

1. Focus on your customer. Most brochures are written with the focus on the company. When this happens the brochure can sound braggadocios. You must remember that customers care little about your business. They are only interested in their fulfilling their own wants and needs. So talk about how your product or service meets their wants and needs. Focus on the customer and they will love you and they will reward you by making a purchase.

2. Present your case. As long as you write everything with your customer in mind it is important to show how your prospect how you outperform your competition. Be specific here. If you are faster than a competitor, tell how much faster you are and translate that into the benefit it will bring to the customer. If your product is of better quality than your competitor, tell why it’s of better quality and what that will mean to the customer. By doing this not only will you be persuading prospects to do business with you for the first time, you’ll also be preventing them from doing business with a competitor in the future.

3. Give a special incentive that’s only good with the brochure. One way to ensure that your brochure will be kept and used is to put a special offer on it. This offer could be for a discount, a FREE report, membership into a VIP program, or any thing else that might appeal to your prospect. With a special offer on your brochure it will become much more valuable to your prospect and will decrease the likelihood that a prospect will throw the brochure away.

Most companies that use brochures aren’t getting the maximum result possible from them. By following these three simple steps you can turn your brochure into the ultimate sales weapon.

Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. http://www.brochures.com marketing@brochures.com

I’m in the advertising business. At least that’s what they’re still calling it. Significant blocks of time transpire, however, where nothing resembling advertising passes through my company’s job queue, or past my desk. I checked again just to be sure. Yep, Web site designs, optimized web site re-write, corporate identity package, radio spots (there’s something), video production and streaming, html emails, logo designs, CD package design, article development and submissions, sign graphics, travel brochure, banner ads, SEO work (plenty of it), news releases. I was right - no full-page advertising in queue this week - no string of print ad copywriting assignments, no huddling with the creative team to concept for an upcoming campaign (radio spot concept and copy is complete).

Oh, sure we have been frequently required to write some so-called “ad copy” full of key words. I hold hope that someday, search engines will code their bots to rank search results based on “strength of benefit” (SOB).

To top it off, I even had a friend who sells print travel advertising begin to tell me how in the age of Tivo, broadcast advertising was a short-timer in the marketing mix. I didn’t have the heart to ask him if he felt the same about print advertising, based on the proliferation of online tools available to advertisers…the ones who sustain my business and his.

All of these issues led me to wonder if print advertising is a dying art?

I peeled myself from my computer, where I’ve been engrossed in three hours of blurry-eyed internet research, finding better, more efficient and cost-effective promotional opportunities for clients, including SEO, PPC, RSS, forums, article submissions, directory listings, AdWords, search engine advertising (well, really not advertising, is it?), podcasting, blogging, webcasting, and on and on. Where did my time go?

Deciding that my work day was over, I left the office. Later, I walked into my living room to find my beautiful and charming wife lounged on the sofa reading Southern Living. She looked peaceful, blissful even, there flipping the pages and sipping her freshly brewed chai tea latte with milk and Splenda. I sat down beside her, silent, and observed as she lost herself in the magazine. A couple of times she uttered “what?” I said “Nothing. I’m just enjoying the quiet.”

She scanned it all, read some of it, including ads. She even turned down corners on some of the pages – “Must be a recipe,” I thought. Then it struck me: she’s been doing this since I met her, even before that. She wasn’t lounged on the couch with a laptop computer diligently, wirelessly downloading web page after web page of 256-color heaven. And why not? I mean, ads in the online version of their print counterparts are much less intrusive on the reader. Right?

Okay, now I was curious. And I tried to do some quick and meaningful research…online of course. What I found was a confusing array of seemingly contradictory information from various sources, some known, many unknown. Some said magazine and dailies readership was going up due to the internet. The other side was saying, you guessed it, the opposite.

I shut down my computer.

I’m going with my intuition on this. My own experience has taught me that sometimes your hunch on going with one headline over another is dead-center. So, here I go.

Magazines - and even newspapers (despite recent decline) - and those who choose to advertise in them are not going anywhere. The names might change, but periodicals as a media form has made it into the stubborn fabric of our culture. We read. We like to look at things, and at our own pace. A magazine, in this light, is even more user friendly than a computer. No typing is required. No booting up is necessary. No downloads delay us, just a cup of your favorite brand of chai tea latte to sip between articles. Was this the same brand advertised in Southern Living? Probably.

So, I’ve come to the conclusion that the internet has created another media (despite many arguments that the internet is not a “media”). And, it offers many opportunities to disclose and distribute information, and promote a company, individuals, group, products and services. And it does so – brilliantly in some instances, and clumsily in others – just as other media…imperfectly.

But, as for print advertising? I believe that as time goes by, it will retain its importance in the marketing mix. In fact, I believe it will become more segmented and targeted, as the media that contain it and thrive on it, will continue to be forced to evolve.

In response to my travel advertising friend, who prophesied the death of television advertising…perhaps I’ll cover that in another article.

For over 20 years, Mick Danskin has been obsessing over marketing and advertising strategy and execution. He brings that passion, along with an open mind and a team of seasoned professionals to his clients’ marketing communication challenges.

Danskin Creative Communication services small to medium sized companies who need business to business or consumer advertising, Web site design and marketing, SEO, video production, PR, and general graphic design services.

Opportunity: If you would like Danskin Creative Communication to help you develop your advertising strategy, media plan or individual advertising concepts, feel free to contact us by phone or email.

As technology continues to improve, the quality of digital prints also improves. Technology advancements have also made it easier for more and more businesses to enter the printing industry. Good digital printers cost a few thousands dollars…good offset printing presses may cost a few million dollars.

For those companies interested in conveying the best possible image at all times, it is important to evaluate which printing process will bring the greatest result.

Let’s compare the two processes briefly:

Digital Printing: If you want a sample of digital printing, simply look at a piece that you print from your inkjet printer at your home or office. Digital printing uses a series of dots printed on top of the paper that form an image.

Offset Printing: Offset printing is done on large presses that use plates and ink. As your piece is printed on an offset press, the ink bleeds into the paper and bonds with it.

Because of the plates used, and the way the ink is absorbed by the paper, most people feel that offset printing provides deeper, richer, fuller color saturation than digital printing. While digital printing has certainly improved over the years, most printing experts would agree that it still hasn’t reached the quality level of offset printing.

Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. http://www.brochures.com marketing@brochures.com

We’ve all seen, and laughed at, the cheesy cable ads. From the low-quality video production, the ugly flashing headlines, the silly scripts, the ridiculous acting…they’ve been entertaining us for years. And, they’ve raised the question "What were they thinking?" What is so hard to understand, is that the very advertisers who continue to spend good money to produce and run these brand-damaging ads, had to have seen ads like these, themselves…and asked the same question.

We think we can speak for the general cable audience when we say “STOP the madness!”

Prospective advertisers, you might want to answer these questions before proceeding:

1. Do you have quality products or services?

2. Do your products/services hold strong benefits for the demographic audience who will be exposed to your cable spots?

3. Do you believe that advertising is a necessary investment in those products/services?

4. Do you want to influence buying behavior through advertising?

5. Do you think cable spots can accomplish this?

If you answered “No” to any of these questions, you should reconsider your 4Ps (Product, Price, Position, and Promotion). If, however, you answered “Yes” to all of these questions, then you should read on.

Now, we want to offer a few tips that will help you improve the impact your ad has on potential customers:

1. Hire a copywriter/scriptwriter who understands benefit-driven advertising strategy. Don’t have your wife or brother-in-law writes the script because they have a marketing degree.

2. Be wary of using humor in your ad, unless you are certain it can be pulled off and supports the selling proposition of the ads.

3. Actors must be directed by someone who knows how to direct.

4. If you or someone within your company is not a capable spokesperson or narrator, hire someone who is.

5. Lighting and sound are critical factors in the final quality and appearance of your spot. Cutting corners here by hiring a cheap video production service will undermine the credibility of the ad content.

6. Developing your ads in light of a thoughtful brand strategy, advertising strategy and marketing communication plan will ensure maximum success.

7. Plan and implement a media plan that will maximize your accuracy, effectiveness and budget.

8. If you can find a firm or strategic team that offers all these services, you are likely to have better results and fewer communication issues.

My philosophy on broadcast advertising is that it must contain benefit-driven content. And that content should not take a seat to entertainment, even when the entertainment is good. If a consumer is not in the market for your product – doesn’t care about the benefit your product provides – then it won’t matter that they are entertained, either.

However, if a consumer is truly seeking the benefits offered by your product, it is more important to convey those benefits, tell him/her what, when, why and how, than it is to provide them with entertainment.

Here’s An Example:

For a specific example of a benefit-rich, quality cable ad, go to www.danskincreative.com, then click on PORTFOLIO and click the violin photo to play the video.

You’ll notice that we start out the ad with a recognizable spokesman for our target market, Vassar Clements, who is a legend on the fiddle. We added credibility by showing violinist David Dillard from the Atlanta Symphony Orchestra. So, we gained attention and credibility right from the start. Then, you’ll hear the benefits…”easy to play”…”used for fiddle or classical style”…”it plays easy”…”sounds great.” These are the main benefits for the entire ad. You won’t always want to show the price right in your ad, but in this instance, affordability and value were strong benefits, as well. The remainder of the ad features Ronald Sachs, pictured in his workshop, listing off product features to support the benefits.

Finally, Mr. Clements tells them to “Try it out!” We chose to run the payment options and contact information throughout the duration of the ad, since consumers would need time to write down the telephone number.

If you adhere to these simple rules and philosophy, you will not be the next advertiser who gets a call from his good friend saying, “What were you thinking?”

Opportunity: To find out how Danskin Creative Communication can improve the efficiency of your marketing, advertising, brand identity and development, web design or web strategy, broadcast ad spots, video production, graphic design, copywriting,public relations, etc., contact us at http://resources.danskincreative.com/index.asp?isFunction=contact

In part one of this article we discussed the importance of the look or appearance of your brochure.

The look or image that your brochure conveys is vastly important. In fact, the appearance will determine how most people form their initial impression of your company. But, the message on your brochure is just as important. Ultimately you need to say something of value in your brochure if you want it to move people closer to the sale. Here are a few tips to keep in mind to ensure that your brochure has the right message.

1. Speak in Terms of Your Prospects Interests. There’s an old saying that all people are tuned in to the same radio station – WIIFM, which means “What’s In It For Me?” That is the question that all people will be asking on a conscious or subconscious level as they read your brochure. Only talk in terms of your prospects wants and interests.

2. Focus on Benefits, not Just Features. Features are the technical aspects of your product – i.e. power sunroof. Benefits are the enjoyment or satisfaction your customer will get from that feature. Remember that people buy the benefit that your product will bring them not the features. For example people don’t want to buy a treadmill; they just want to loose weight and look great. They don’t want to buy a washing machine; they want clean clothes with no effort and so on. Don’t stop at features; make sure you mention all of the benefits that you offer.

3. Brand Your Logo and USP. This falls under image and message. Make sure you put your logo and your USP (Unique Selling Proposition) together. You want to reinforce the fact that your company is different and better than the competition.

4. Have Some Kind of Offer. To get the most out of your brochure have some kind of offer. Offer a discount, a free report, a sample, a free trial, or whatever makes sense for your business. Having some kind of offer will increase the chances that your brochure will generate sales.

Following these 4 tips will greatly increase the likelihood that your brochure will be noticed, and read, and, hopefully it will aid in making a sale. If you don’t follow these 4 tips, then you brochure is probably headed for the trash.

Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. http://www.brochures.com marketing@brochures.com

Publicity is the most powerful marketing method for online and offline businesses. That’s why many business owners advertise their businesses in newspapers, on TVs and Radios, in newsletters, journals, magazines and other publications.

But, advertising your business in media is unfortunately extremely expensive. You have to issue attractive adds with color photos to grab the attention of the readers of the print media, among so many eye catching ads of your competition. To generate a competitive advantage through advertising in media is not affordable at all for new businesses, especially for start ups.

Advertising on TV is even more expensive. So, it’s very hard for many businesses to advertise their offers to target audience in print media and on TV, if not totally impossible.

Then, how can business owners who don’t have big budgets to spend on very expensive advertising campaigns promote their businesses to catch the competitive advantage? Isn’t there any affordable way for them to market their ventures effectively?

Yes, there is. In fact, there are two very effective marketing strategies, even much more powerful than those expensive advertising campaigns . . . and they are mostly FREE to use!

You can get FREE Publicity writing Articles and Press Releases. Here you have to design a public relations campaign instead of an advertising campaign. There are relatively easy ways to design a public relations campaign.

Most businesses around the world use these two powerful marketing strategies frequently. They are:

1. Sending informative articles to print media.
2. Sending Press Releases to both print media and to TV and radio stations.

However, you should definitely know that articles and press releases are not advertisements. They are not advertising materials. If you try to directly promote your business in your articles and press releases, they most probably would not get published.

You should know how to write an article and a press release abiding by certain rules, if you want to get publicity. We provide information on how to write an article and a press release in the right way to catch the attention of the editors and journalists first.

There is an important difference between articles and press releases.

Articles must provide information on certain subjects that the target audience would benefit from.

You should remember to avoid starting paragraphs and/or listings with numbers in your article. Instead prefer to use bullets when necessary.

Press Releases must have a news value. A news that reporters would love to write about.

Press Releases must be written in a special news story format. Keep in mind that good articles and press releases, with one or more attractive color images when necessary, would attract the attention of the visitors, and help increase traffic to your websites.

There are hundreds of thousands of media outlets which would accept your press releases at no cost. If your press release has a news value, especially a news general public would love to read, editors will love to write about your news, and media will gladly publish and broadcast it for free. You will get absolutely free publicity.

Therefore, don’t be shy to write articles and press releases and send them to online and offline media, regularly. If you don’t have time to write and send your articles and press releases to media outlets yourself, or don’t know how and where to send them, you can submit them to a PR company, or to an article and press release distribution service provider.

If you cannot write your press releases and articles yourself for any reason, you can easily find freelance writers who will gladly write beautiful articles and press releases professionally for you. Press release and article distribution service providers can help you find the best writers.

There are many websites on the Internet where excellent press release or article distribution services are offered at affordable prices or even at no cost.

They will send your writings to tens of thousands of media outlets, including daily and non-daily newspapers, magazines, TV and radio stations, talk shows, online media, e-zines, newsletters, news portals, syndicates, free content providers, independent editors, journalists, columnists, and relevant websites.

You or the distribution companies you choose can turn your articles and press releases into RSS feeds too, and send them to hundreds of thousands of syndicates and websites which distribute and publish free or fee based content. You can reach millions of more targeted recipients sending out RSS feeds.

When your article published in a popular publication you can reach all its readers and subscribers, people will start to see you as an expert in your field. You will gain more respect, more credibility which are extremely important factors to grow your business.

Think about what your business will gain when your article(s) are published in many publications.

Can you imagine what you will gain when your press release gets publicity in popular newspapers and magazines, or when your news broadcast on TV and radios?

You will reach multi-millions of target audience in the most powerful way. Those multi-millions of target audience would not only hear your news, but they would believe it! Because people believe what media says in news much more than very expensive advertising campaigns.

Therefore, getting free or low cost publicity in media through your articles and press releases, which are announced as news on TV and radios, and published in print media, or discussed in a talk show, are extremely valuable marketing strategies providing you and your business with great benefits, substantially increasing your sales, revenues, profits and ROI, which you cannot achieve with extremely expensive advertising campaigns.

Smart business owners know the importance of getting publicity, so they constantly use these most powerful marketing methods sending out several articles, RSS feeds and press releases almost weekly..

Of course, business owners should do everything they can to get publicity in media through their articles, RSS feeds and press releases if they really want to succeed in their legitimate, decent ventures. Repeated publicity will definitely help them build fortunes, grow their businesses fast, and keep growing forever!

About the Author: Sevim OR, the owner and operator of several websites since 1997, providing clients with ultimate marketing programs to substantially increase sales, revenues & ROI, offering no cost affiliate programs to earn big profits, at:
http://www.aall-dreamlands.com
http://www.aaa-advertise.com
http://www.aaa-newswire.com

The decision on whether or not someone will read your brochure is usually decided in the first 5 seconds they look at it. What kind of message are you communicating in that five seconds? Will you make a favorable impression with your prospect? Will you move your prospect closer to the sale?

There are really only two key elements that will determine how well your brochure is received by prospects. These two elements will ultimately make the difference in your brochure being a tool that makes you money, or just something else that costs you money.

What are those two all-important elements: 1. the Image or look 2. the Message

This is part 1 in a two-part article. In part 1 we will discuss what you need to ask for from your printer to make sure that your brochure looks top notch.

Here are 5 things you should keep in mind when you are evaluating your layout and your printer.

1. Choose Offset Printing. Offset printing is a type of printing that causes the ink to become a part of the paper. Offset printing creates a rich, vibrant look that digital printing can’t touch. Offset printing isn’t all that common because good Offset printing presses cost in the millions of dollars.

2. Choose Thick Paper – preferably 100# Glossy. If your brochure is too thin or too light-weight it might appear cheap. You don’t want that impression to be transferred to your business. The most common paper weights are 70# and 80#. 100# is a little less common which makes it stick out. Plus, 100# feels heavy and high-quality. Glossy paper takes the look of quality up a notch.

3. Add Aqueous Coating. While this isn’t the industry standard, aqueous coating adds a layer of style to your brochure. Plus it causes the colors to “jump” off the page so to speak. It makes the whites appear whiter, and so on. Ask your printer if they offer aqueous coating. If it doesn’t cost very much to upgrade, it’s worth it. There are a few printers out there that offer aqueous coating FREE.

4. Use Full Bleed. Full Bleed is a print term that simply means the colors run to the edge of the page. Some printers charge extra for full bleed, some don’t. If your brochure is not full bleed it will leave a border of white around the edges that looks a little amateurish.

5. Ensure a Consistent Look. Your brochure should fit into a well designed marketing campaign. It should have a similar look and message as your postcards, flyers, reports, business cards, etc.

In part 2 of this article we will discuss the all important issue of the message.

Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. http://www.brochures.com marketing@brochures.com