Advertising Last In, Last Out
            by Kevin Nunley

"When should I buy advertising for my business?" It's a common question and a good one.

People are a little shocked when I say, "Advertise last." By that I mean buy ads only after you've exhausted all the free promotional methods available to you.

Marketing tools that cost next-to-nothing are flyers, phone calls, email to those you know, interviews on radio, and press releases to the newspaper.

Only after you've got those almost free tactics in place can you start to think about paying for ads. Paid advertising allows you to say exactly what you want, where you want, when you want.

Once ads are in place, leave them there. It takes lots of time for advertising to do its job. You may not see big results until an ad has appeared over and over, sometimes for months. Pulling your advertising before it's ripe can mean a complete waste of your ad investment.

That's why my advertising rule is "Advertising: Last In, Last Out." Start with free creativity, then stick with your ads until they work.

KEVIN NUNLEY supplies marketing advice, copywriting, and web design fast and at low cost. Ask for his free report. DrNunley@aol.com or (801)253-4536. See all his articles at http://www.DrNunley.com

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