When Advertising, it's not always better to be the lone wolf.
Before using a certain medium to advertise, consider those that went before you. If you are thinking of advertising in a newspaper for example, consider how many of your competitors are in the same paper. If you don't see any competitors at all, there may be a good reason for it.
Don't think for one moment that your the first guy to think of using this particular medium to advertise. It is remotely possible you are but chances are slim you'd be the first person to pioneer this advertising path.
I think of this psychology much like the feeling one gets when passing a slot machine. Hmmm... no one else is playing this one, I think I'll give it a try, man oh man, it is calling my name. Even in the world of gambling, the smart players go where the machines are known to pay off more often.
A perfect example is motorcycle dealers. You will find that despite the competition, they tend to show up in the local "everything used for sale" paper. In Michigan, it's called the "Trade n Times". This paper comes out every couple of weeks and lists everything from sewing machines to homes for sale including used motorcycles. Why do the dealers choose this paper? Because they know that most of their client base sell their used bikes here first while they begin to look for a new one. And the reality is, they wouldn't keep paying the money to be in this paper if it didn't earn them a return on their investment.
One really exceptional strategy I use when looking to advertise in a new market is to actually call people advertising in it to see if it is working. Of course I look for someone in a non-competitive business and have discovered they are generally willing to help with an honest assessment. Often times this conversation puts us on the same level "from one entrepreneur to another" and opens up a networking opportunity for me as well.
This brings up a few other thoughts including my favorite - parasite marketing. Read about that on my website.
The moral of the story is, the lone wolf may be alone because he's too ignorant to find a pack or he's blind. All too often inexperienced marketers will try a bunch of different avenues and like rolling dice, hope to get lucky. Your safest if you go with the flock in the beginning, advertise where the competition advertises and then as you begin to make some money try the waters elsewhere.
The Lone Wolf is Blind
by Lemonade Stand Simple Author & Small Business Coach Dan Nichols
For a great radio or tv guest, contact Dan Nichols by phone 248-396-0656 or email dnichols@isbempowerment.com. To purchase the guaranteed business planning program visit the website at http://www.lemonadestandsimple.com. To receive regular streetwise business advice, email info@isbempowerment.com
"Lemonade Stand Simple" is a Federal Trademark of P2E LLC, a Michigan Company. All works are copyrighted 2001-2005
![]() |
|
![]() |
|
![]() |
|
![]() |
If you've been in the copywriting realm for very long... Read More
What is a Joint Venture?A joint venture is an agreement... Read More
Think you can't afford to hire a copywriter? Think again.... Read More
Do you know your audiences? I mean really know... Read More
Life provides your business with enough opportunities for failure. Don't... Read More
What is enthusiasm?Well, consulting good ol' Mr. Webster, you could... Read More
How does a marketing plan relate to an organization's communications... Read More
If you are operating a business from your home and... Read More
A lot of small businesses make the mistake of thinking... Read More
Of all the web sites belonging to coaches, consultants and... Read More
60% of all small business owners, sales and solo-professionals claim... Read More
Sales are down, and I need more customers now! Sound... Read More
Direct Marketing works!Why? It works because it's personal. It carries... Read More
Apple Computer just announced that their earnings from the last... Read More
What is a company profile? ... Read More
When asked "what business are you in" many business owners... Read More
There are so many competitions by running business. So you... Read More
How many times have you heard the same sound bites... Read More
Your URL (www) should be everywhere and more.I know many... Read More
Rule Number One when writing marketing materials is "Know Your... Read More
Want to learn how to lose a billion dollars?Just follow... Read More
Today I've decided to share with you a new word... Read More
Marketing expert and author, Geoffrey Moore, has a useful fill-in-the-blank... Read More
A simple answer to that is: Yes, Marketing Miracles happen!... Read More
Candy, squeeze balls, pens, and key chains -- these provide... Read More
As Freud cautioned, it's insanity to keep doing the same... Read More
No matter what business you are in, you probably have... Read More
We all know the value of writing articles for promoting... Read More
One of the most powerful, yet over looked weapons in... Read More
Savvy event producers follow the Golden Rule: know thy audience.... Read More
Mortgage marketing to Realtors involves having a crystal clear position... Read More
You're probably thinking, here we go again somebody is trying... Read More
Niches are like bathrooms; you never notice them until you... Read More
Today's constant bombardment of marketing messages means your materials must... Read More
If you're a business owner, you probably spend quite a... Read More
Do you ever wonder how some businesses always seem to... Read More
Too many business owners believe that marketing their business means... Read More
I'm sure that you've had those Eureka! moments, too. When... Read More
How many times has your competitor gotten one over on... Read More
A case study in online "thinking outside the box" The... Read More
Steps and tips on marketing your business to the government.Fact:... Read More
TOP 10 TIPS TO GET YOU MARKETING TO SUCCESS ON... Read More
Business marketing is essential for professional services, such as consultants,... Read More
Boomers are a prime and growing target audience. Does your... Read More
All too often people look at marketing ROI in terms... Read More
It's crucial to know your prospects if you want to... Read More
Today's business environment has changed dramatically over the past 10... Read More
Why does your business need to be in the Search... Read More
First, define the end user (or ideal client) of your... Read More
Telemarketers... ooohhh... I'll bet we've all got a nice story... Read More
Websites have replaced the brochure as the "must have" marketing... Read More
John's a freelance photographer in Ohio who called to tell... Read More
Web Presence gives your business a distince edge over your... Read More
Let's face it, the name "proposal" is a great misnomer,... Read More
A few decades ago, in the early days of automatic... Read More
It's not unusual for entrepreneurs to find the whole idea... Read More
If you run a small business you should be a... Read More
To tell you the truth (and about 53% of this... Read More
excite v. 1 a: to call to activity b: to... Read More
Step 1: Where Am I Now? Before you decide where... Read More
In my experience, there are two kinds of small business... Read More
In a previous installment, we spoke about how to come... Read More
I have always enjoyed talking to a Realtor friend of... Read More
Marketing planning must be really difficult and complex, otherwise why... Read More
Wake up women (and you men too). I think we... Read More
As the owner of a creative services boutique - I... Read More
Marketing |