Top 10 Ways to Get Known

Part 1: Marketing Strategies to Make You a Celebrity

Picasso was a great artist. But art was not his only talent. Picasso also thoroughly understood the cult of celebrity.

And as small business people, we need to understand it, too, and do what we can to become celebrities in our own right.

Why? Because as consumers, we view some people as “worthier” or “more expert” than others, just because they’re better known. In fact, these people may not be any more talented or do a job better than someone completely unknown, but we assume that they are more skilled or talented just because they’re more famous. And because they’re famous, their names become currency in themselves. We like to point out that we have a garment or a window treatment designed by a famous name rather than by Tara Unknown.

And, of course, we’re willing to pay much more for a garment or window treatment designed by someone well known.

Now as small business people, very very few of us will ever become as well known as Picasso.

But it’s still important for us to do what we can to add some sparkle of celebrity to our own names. The payoff is literal; the better known we become, the more customers or clients we’ll draw and the higher the fees we’ll be able to command.

If you’re just starting out, here’s a cheat sheet of what you should or could be doing to get known. And if you’re already established, read through the list and see if there are any strategies you’ve missed that could do even more to spread your fame. These “get known” marketing strategies are ranked from least common to most common. The less commonly employed strategies tend to take more effort.

1. Get on TV.

The beauty of TV is that viewers see you and if they see you in action, they start to think they know you.

The most effective version of this marketing strategy is to have your own TV show. Think of Mike Holmes and Debbie Travis, for instance, and what having their own shows on the Home and Garden Network has done for their careers. Think they have any trouble getting all the business they can handle?

However, even if you can’t manage to get your own show, you can still be on TV. Many programs, such as news programs, are looking for guests for expert segments. You can also buy your own TV time, creating ads and/or infomercials about your products or services.

How to get started: Search for TV programs that regularly feature guests and might see you as a suitable candidate. Then find out who the right contact person would be and make your pitch for a guest appearance.

2. Get on the radio.

Radio is far from dead and being a guest on radio is another great way of getting known that relatively few are using.

The key to making it on radio, as Kimberly Henrie says, is to be an entertaining guest and offer the producer/show host something to offer their listeners. Read more tips from Kimberly Henrie in 11 Dos and Don’ts for Getting Free Radio Promotion.

How to get started: Seek out radio programs where you would be a good fit as a guest and contact the producer/show host with your pitch.

3. Write a book.

Being an author tends to confer instant expertise and a certain amount of instant celebrity, too. And the great thing is that literally anyone can produce a book now, thanks to the variety of self-publishing tools available.

There is absolutely nothing to stop you from producing a book except time. All you actually have to come up with is the concept; there are always plenty of underemployed writers around who will be glad to ghostwrite your book for you for a fee.

And you don’t have to write a full-length novel, either. Shorter books and ebooks are becoming increasingly popular, opening whole new vistas for showing off your expertise. A restaurateur might put together a booklet of favourite recipes, for instance, while a realtor might create a booklet of showcasing tips for people wanting to sell their home.

How to get started: Focus on your expertise and come up with ideas for possible titles. Then choose one or more of these titles and write a chapter by chapter outline. (This will give you a sense of whether or not the project would work and how long the finished book would be.)

4. Create /sponsor an event.

Publicly supporting charitable causes isn’t just fashionable anymore but de rigueur for savvy businesses. The charity event is a lovely piece of PR, of course, but it’s also an attempt to sway the influencers to prefer one company’s products or services over another.

While large corporations can afford to sponsor many different events, one of the best ways for a small business to employ this marketing strategy to get known is to select one charitable cause and connect their charitable giving to an annual event. You could be one of the main sponsors of a walk or drive, or even start such an event of your own.

How to get started: Choose a cause that you believe is important and see if any annual fundraising events for that cause already exist in your community. If they do, find out how you and your company can become a sponsor. If not, start brainstorming what kind of fundraising event for that cause might be successful and how you could get other interested parties on board.

5. Give lessons.

A masseuse giving workshops on aromatherapy. A retailer who sells kitchenware giving cooking lessons. Giving lessons is an extremely powerful marketing strategy for small businesses.

Offering lessons to the public related to your product gives you the opportunity to form a relationship with potential customers and introduce them to/kindle their interest in your products. And by giving lessons, you’re setting yourself up as an expert. The next time your “student” wants to know something about your topic, you’re the one he or she will contact. Here’s more information about giving lessons and seminars.

How to get started: Put your thinking cap on and brainstorm what kinds of lessons or workshops you could present that are related to your products or services. Then choose the idea you are most comfortable with and plan a lesson or short series of lessons.

Continue on to the next page to learn five more marketing strategies to get known.

Part 2: More Marketing Strategies to Make You a Celebrity

You can also raise the profile of your small business and get known with these five marketing strategies. (Remember that the ten marketing strategies in this article are ranked from least common to most common and that the more of a “celebrity” you become, the higher the fees you’ll be able to command.

6. Work for your community.

Nothing will seed and grow goodwill for you better than to be seen working regularly to make your community a better place. Regular donations to your Food Bank or other local charity, serving on town committees, doing volunteer work – all the positive things you do transform into others' positive thoughts about you and by extension, your business.

Many of the small business people I talk to in person and via email are already doing this; applying this marketing strategy is just a matter of making the work they do public.

Does this idea make you uncomfortable? See my article Blow Your Own Horn to learn how to promote yourself consciously and gracefully.

How to get started: Choose a cause or causes and get in touch with the organization or charity involved to see what they need and what you can do for them.

7. Create and send out a newsletter.

The newsletter is the workhorse of self-promotion. Sending a newsletter to your customers or clients, either through the mail or via email, lets you contact them on a regular basis, and, if done well, lets them form a connection with you and your company.

The kind of newsletter you send out should not be a product pitch but more a sharing of information that should be useful to the customer or client. You might include information on a special offer or product, but the bulk of the newsletter should be articles or tip lists. The keys to a successful newsletter are readability, usefulness and publishing on a regular schedule. For more about creating your own newsletter, see Newsletters Are Smart Marketing by Janice Byer.

How to get started: Collect the email and/or mailing addresses of customers (and potential customers if possible). Design and write a sample newsletter and decide on a publishing/sending schedule.

8. Write articles.

If you can write well and are prolific, writing articles can be an excellent marketing strategy and turn you into a household name! Well, maybe I exaggerate a little here, but certainly writing articles can establish you as an expert in your field and draw more business your way.

The tricks to using this way of getting known successfully is to get your articles published in the right places and to be sure that your articles give the interested reader somewhere to go to learn more about/get in touch with you – such as your own Web site. (See Way to Get Known # 9.)

What are the right places? Web sites, magazines, ezines, newspapers that your ideal customers or clients have a good chance of using. This page of my article 10 Low-Cost Ways to Promote Your Business gives more information about writing articles.

How to get started: Research to find “the right places” to send your articles. Examine these sites, magazines or papers and brainstorm suitable article topics that would interest their audience and relate directly to your business. Writing the article(s) is next...

9. Create a Web site.

Most of the people who try to use this marketing strategy to get known fail. They make the mistake of creating a Web site about the wrong thing – themselves. Sure, your potential clients want to know the basic information about you, such as your name and contact information. But frankly, they don’t care about your vital statistics or your personal life.

What they care about is your expertise, and that’s what your Web site has to showcase if this marketing strategy is going to work for you. So make sure that your Web site displays your expertise and gives your site visitors a way to sample it. You can do this by providing articles or tips about subjects related to what you do on your site, by having a visual portfolio, testimonials from satisfied clients, or even take and post questions and answers from site visitors.

How to get started: Design a Web site focused on your expertise yourself or hire a professional to do it. Buy a domain name, get a Web host and publish your site on the Internet. C.J. Hayden presents advice for creating a Web site to sell professional services in 5 Internet Marketing Myths.

10. Join the “right” organizations.

Some people make the mistake of separating businesses and consumers in their minds. They seem to think because they’re marketing to consumers, they don’t need to bother with other businesses, except for supplies. Wrong! Other business people are consumers, too – as are their families, their friends, their suppliers and their customers – all people who might be interested in what you have to sell if they got to know you.

That's why joining organizations specific to your industry or field and other business organization, such as your local Chamber of Commerce, Business Association and/or networking group is so popular a way to get known. And by participating in these organizations, you also contribute to the well-being of your business community. In addition, some even offer financial benefits to members, such as discounts on insurance.

How to get started: Pick the organizations that interest you and find out how to join. Note: I recommend joining only one or two networking groups at a time as you want to be able to participate as fully as possible.

Yes, it’s going to take some effort and obviously getting known is not something that can be accomplished overnight, but this is one marketing strategy where you’ll be amply rewarded for your efforts. And don’t forget, you can shortcut the process by hiring a publicist if you wish.

Attracting New Business On a Shoestring Budget

From © Kelley Robertson

8 Inexpensive Marketing Strategies

In a recent marketing workshop I attended, I discovered that most business owners rely on just two or three marketing strategies to attract new business. However, there is a multitude of ways to drive new business to your door. Here are a few:

Networking. Networking is perhaps the most commonly used approach by small business owners. However, it is often poorly executed. Many people attend a networking function and take the wrong approach by trying to meet as many people as they can. They bounce from person to person, handing out business cards like it is an Olympic event and they are vying for the gold medal. They fail to realize that the most effective way to network is to cultivate relationships and give referrals to other members first.

Referrals. This marketing strategy places a close second in preferred methods of generating new business leads.

The key here is to ensure that you take a proactive approach rather than a passive one. Instead of assuming that a satisfied client will refer someone to you, ask for that referral. Tell people who your ideal client is and ask for their help in finding these types of clients. The real estate agent who represented the seller when we bought our house sends us a card every year and reminds us that she loves referrals. It is not pushy, does not sound like she’s begging, and I’m confident it helps generate new leads.

Writing. This often under-utilized marketing strategy is an excellent way to become recognized as an industry expert. Every industry has trade magazines and most are hungry for good content. The Internet is also filled with web sites and e-zines looking for material to send to their subscribers and customers. I now write at least one article every month and send it to more than two hundred publications. This marketing strategy alone has helped drive more traffic to my web site more than anything else. It is sometimes challenging to come up with ideas and to write an 800 word article but the investment of time and effort is definitely worth it.

Newsletters. This is another powerful marketing strategy to keep your name in front of your customers and prospects. Provide key insight into business challenges and offer solutions to them. In other words, help your prospects and customers solve problems. Some newsletters are nothing more than advertising so be sure to provide valuable information to your customer. Although it is less expensive to send a newsletter electronically, you can issue it in paper format. A local real estate agent regularly sends out a one-page update of the housing market in our neighborhood.

Cold calling. Without a doubt, this is usually the most challenging way to market a business - I know very few people who actually enjoy cold calling. However, it can be a good way to uncover qualified prospects in a relatively short period of time. Be sure to start your conversation with a good opening to capture the other person’s attention.

Give free information. At the marketing workshop I attended, the facilitator suggested giving information to interested prospects. Using this marketing strategy on my web site, I have quadrupled the number of subscribers to my newsletter in the last year. You do not need to give away ALL the information relevant to your product or service. Instead, offer information that will help your target market with their problems. For example, when people sign up to my e-zine, they receive a report that outlines 100 tips they can use to increase their sales.

Offer a guarantee. A concern many people have when changing suppliers is the risk associated with the change. They may not be completely satisfied with their existing supplier but the risk of choosing a supplier who may be worse can prevent them from changing. Eliminate this concern and offer a guarantee.

Advertising. This can be a great marketing strategy if you know how to create a good ad. The best marketers know that great sales copy is what makes the difference; I have experienced this first-hand. When I began selling my book on my web site, I generated mediocre results for the first two years. I eventually changed the copy on my site and sales have soared every since. Glance through the ads in your trade magazine and you will quickly notice that most ads focus on the company’s product features instead of on the customer’s problem. Create a great ad by concentrating on the problem you can solve.

There are many other ways to market your business and generate new business leads. However, the marketing strategies I mention in this article are effective low- or no-cost options. Use them consistently and watch your sales grow.

Kelley Robertson, President of the Robertson Training Group, works with businesses to help them increase their sales and motivate their employees. He is also the author of “Stop, Ask & Listen – Proven sales techniques...” Receive a FREE copy of "100 Ways to Increase Your Sales" by subscribing to his 59-Second Tip, a free weekly e-zine.

Industry Profile: Jeffrey Levine, President/Creative Director

Jeffrey Levine wears many hats at his agency Jeffrey Alec Communications in Los Angeles. Now he shares his secrets of starting his own agency and what he looks for in potential employees in this industry profile.

When did you decide to start your own advertising agency and how did you go about it?

I decided to go into my own agency after managing and working for an in house advertising and marketing department in the fashion industry. I wanted to be more creative. When you work on the client side sometimes they don't want to take creative risks or spend the appropriate budget to make an impact.

As President of Jeffrey Alec Communications, what are some of your duties?

Directs and coordinates activities of the organization in accordance with identified company goals to obtain optimum efficiency, economy of operations, and maximize profits.

What's a typical day at your agency like for you?

My typical day is being responsible for the overall supervision of the agency's creative product, both design and copy.

The CD interfaces between the client, the Account Executive and the Creative Department. The CD is responsible for taking the strategic marketing plan that has been developed and interpreting it into 'the big idea.'

I assign all creative projects within the agency staff and choose which freelancers will work on which creative assignments. I approve all creative work before it is presented to the client.

What types of advertising/public relations services does your agency offer?

The Creative Services we provide are Annual Reports, Advertising, (Print Broadcast), Branding, Collateral, Direct Mail, Display Design, Event Marketing, Interactive Design, Logo Design, Packaging, and Web Site Design.

The Strategy Services we provide are Market Intelligence, Target Analysis, Qualitative Research, Media Planning, Public Relations, and Product Naming

How do you advise a client who thinks they know what they want but you know it's not the best approach for them?

I think the best way to approach this is to show the client what they want and what you want and explain to them the strategic reasoning of your approach. Clients love data that makes the case with a creative solution so it looks like they have done their homework. Most of the time this works.

Of the many ad campaigns you've worked on, which one are you most proud of and why?

Over the past 17 years we have worked on so many that have made me proud. I am really most proud when a campaign is complete and the client is having success and we get referral from them. That makes me very proud.

How has the Internet changed the way you do business?

The Internet has become basic life tool for the agency. With collaborative software, online proofing, email, intranets, web site and a wide array of media planning and buying services available online, agencies are finding it easier than ever to compete with the big agencies on a national playing field.

What qualities do you look for in a potential employee for your agency?

I look for individuals who have Life Experience, Common sense and at least Three to Five Years of Work Experience.

also look for someone who has Flexibility and adaptability as things always change in the advertising business.

What's your advice to those just starting out in the business?

Network and meet a lot of people. Get involved and get noticed through trade organizations and Chamber of Commerce. Try to get as much personal PR on yourself as you can. And don't give up!

Getting Your Freelance Start

You've decided to become a freelancer in the advertising industry. Maybe you've even quit your job. But one thing's for sure, you're ready to take on your first freelancing project.

Great! Now what?

Whether you're looking for freelance copywriting work or graphic design projects, you have to have a plan and set it in motion.

Put Your Name in Print: Business Cards

First thing you should do is head to your local print shop and order business cards. Nothing fancy. You simply need a card that has your name, address, phone, fax (if available), Email and Web address.

Get Ready for Clients. Create an Info Packet

Besides your Web site information, you need a print information packet. Your Web site and print info packet can even mirror each other. They go hand-in-hand and provide your potential clients with everything they need to evaluate your freelancing skills.

First off, design a simple letterhead that you'll use throughout your packet pages. You're trying to land a freelancing project, not get a job in a stationery store. So don't go into elaborate detail on your design.

Bottom line: clients want to find out what you can do for them. They're not going to call you because you used a Helvetica font over Arial.

Include pricing information, what you guarantee (if anything), turnaround time and your general procedure over several pages. Sure, you really don't have a general procedure just yet. But you will soon and clients need to know how you're going to work with them.

Uh-oh! I Don't Have Any Writing Samples

Even if you don't have one single credit to your name, you can still become a freelancer. Take a look at a print ad in your favorite magazine. If you're looking for copywriting work, rewrite the ad. If you're seeking graphic design projects, create this ad with different graphics.

This tells a prospective client you have a creative mind, despite your lack of credits. Plenty of people have made it in this business with nothing but sample ads in their portfolio prior to their first project.

10 Ways to Get a Job at an Ad Agency

Working in advertising is rewarding and challenging. But for many people just starting out, the challenge seems to be getting that first big break into an ad agency's door. There are many ways you can overcome that barrier and land a job at an advertising agency.

1. Intern
Agencies look at interns as potential employees. If you have the opportunity to intern, by all means, you should.

Interning will help you get an "in" to the agency but you'll also be able to work in various areas you wouldn't otherwise. Speak up and let the agency know you're eager and willing to learn to get the most out of your internship. The experience you gain as an intern is invaluable and could lead to a permanent position.

2. Take an Entry Level Position
It would be nice to walk right into a corner office with a view, plop down in your leather chair and start working with big name clients. Of course, it doesn't work that way in the real world.

Many people have successfully started their career in advertising by taking any job in an agency and working their way up. Don't be afraid to work outside of your job description. Get in there and learn everything you can. If you're unable to move up within that particular agency, you can still use that experience to get you a job somewhere else.

3. Freelance
If you're interested in being a copywriter or graphic designer, consider freelancing as a way to get into the business. Coming up with your own rates, your own campaign to advertise yourself and approaching small businesses and even agencies are all tools you can use in your agency job hunt.

4. Create SPEC ADS
SPEC ADS are simply your version of a published ad. You might think that you can do better than a major automaker's print ads running in your favorite magazine. Or your local barber shop's newspaper ads might need some reworking.

SPEC ADS are known in the industry as work you've done on your own. It's basically pretend copywriting or graphic design but if you have no published work, it's vital to showing your talent.

5. Contact Radio and Television Stations
Many radio and TV stations have employees who specifically write commercials. They may also produce certain types of shows for the station. This is a great opportunity for you to get started in the business.

Since most radio and TV stations don't pay very much for these types of positions, there's both a high turnover and an opportunity for people with little or no experience to break into the field.

6. Schooling
Getting an education in advertising doesn't just apply to college students. If you're serious about working in an agency, you can learn a lot by taking a course.

This doesn't necessarily mean you have to pack up and move to your closest advertising school. The Internet has given so many people the opportunity to learn about advertising and what it takes to make it in the business from the comfort of their own home.

7. Introduce Yourself
If you're looking for a position on the creative side of advertising, write a letter to the Creative Director. Introduce yourself in a friendly, professional tone and give a brief bio.

Be sure you find out who the Creative Director is and not just address your letter: "To Whom It May Concern." You want to approach this person just as you would a friend so get their name and the spelling right.

You can follow up in a few weeks with an additional letter or you can give the Creative Director a call.

Just don't cold call them first. Anyone in an agency is going to be busy and especially someone in a management position who is juggling many projects at once.

8. Network
Look for opportunities to meet with people in your area that are actively working in the industry. Many cities have local advertising clubs that sponsor special events, educational seminars and professional workshops. Get out there and meet the people who could be your next potential employer.

9. Work in Sales
There's a big difference between advertising and sales but being an account executive at a car dealership, for example, can help you bridge the gap between no experience and working in an agency.

10. Enthusiasm
Are you passionate about working in advertising? Really passionate? Do you see commercials on TV and think:

"I could do so much better than that!"

Are you a hard worker that's willing to commit to the job, even when that means you're working well past the typical 9-5?

These are just some of the questions you have to really evaluate if you want to pursue a career in advertising. If you can honestly say, "Yes, absolutely," then you need to convey that to a potential employer.

Even in this day and age of hustle and bustle, employers are excited to see someone with genuine passion and enthusiasm. There's a reason they got into the field and your energy is a reminder of that.

People with a lot of experience have still been beaten out of the job by someone with less experience but a lot of heart.

Small Budget Advertising

Whether you're just starting your business or you're on a budget diet, there are still ways to bypass high cost advertising.

Budget Publications
This includes weekly shoppers, free local TV guides, newsletters, community papers. These publications are targeted toward a specific audience with relatively low ad rates. You're looking at a small market segment either geographically or by the consumer's special interests.

Classified Ads
Weekly newspapers, metropolitan dailies, national magazines. Readers in these areas may not be looking for your product, but your ad will be seen by individuals who are looking for specific information.

On that note, classified ads need to be written in a clear and simple manner. Only feature one product/service per ad.

If you offer more than one product, consider running a separate ad for each product you want featured.

Coupon Mailers
You've probably received a package of these at some point. They contain cards advertising several different companies and their products. These are also known as "card decks" and reduce the cost of mailing from 34 to 40 cents all the way down to about 5 cents per piece.

Handbills and Fliers
While you may not want to distribute handbills on the street yourself, you can hire a high school or college student to do the grunt work for you.

There are even distribution services you can hire at a low cost to pass these handbills out. You'll still save money on your advertising and it only takes one customer to make up for the cost.

You can also post fliers on bulletin boards, put business cards under windshield wipers, hang ads on doorknobs and pass out your promotional materials in office buildings.

Another place you might want to consider distributing these materials is at a trade show for your specific industry. Think of all the targeted prospects that are right there at your fingertips!

Bargain Broadcasting
If you're looking to hit the airwaves, you can find some good deals on radio, your local TV stations and even cable. But you have to make sure you're reaching prospects, your target market.

Co-Op Advertising
A lot of companies overlook one of the easiest ways to get your name out there. Co-op advertising is a program in which several businesses take in the expense of advertising by advertising together.

Say you're in the interior decorating business. You can co-op with furniture companies, carpet dealers, etc., to reduce your advertising cost and increase your exposure.

Advertising doesn't have to be expensive to be effective. It can make or break your business...but it doesn't have to break your bank account in the process.

The 6 Laws of Small Business Advertising Success

Small business advertising is a science and an art. Companies often miss the fundamentals of advertising. Regardless of the size of your business an understanding of the laws of advertising can reap huge rewards.

My understanding of these fundamental laws came years ago when I had the privilege of working for one of the all-time advertising success stories; NordicTrack. NordicTrack's advertising was based on flawless execution of fundamentals.

According to Small Business Administration, 5% of an entrepreneur's gross sales should be budgeted for advertising. A 5% small business advertising budget can only help if you understand the laws of advertising.

6 Laws of Small Business Advertising Success

1. Use One Message: A high response rate ad usually conveys a single message.

NordicTrack's message of the "World's Best Aerobic Exerciser" was simple and compelling. Your small business advertising needs to quickly communicate its core message in 3 seconds or less. If you are fearful and overwhelmed by technology, which computer book do you buy? "DOS for Dummies" began a best-selling phenomena because its message was easily understood and to the point.

2. Add Credibility: It has become human nature to distrust advertising. Claims need to be real and credible. Roy H. Williams, best-selling author of the "Wizard of Ads" says, "Any claim made in your advertising which your customer does not perceive as the truth is a horrible waste of ad dollars."

NordicTrack added enormous credibility from a University of Wisconsin-LaCrosse research study, ranking the cross-country ski exerciser first in the areas of weight loss, body fat reduction, and cardiovascular fitness. Ivory soap's advertising success was attributed to its credible statement that ivory soap is the 99-44/100% pure.

3. Test Everything: Large businesses have a greater margin to waste capital and resources without testing advertising. Small businesses do not have the luxury. Use coupons, codes, and specials to measure the headline, timing, and placement of your ad. Test only one item at a time and one medium. Testing can be as simple as asking every customer for several weeks how they heard of your business.

4. Be Easy to Contact: Every single brochure, box, email and all company literature should have full contact information including: website and email address, phone and fax numbers, and company address. It seems simple but is forgotten by most companies. At NordicTrack, every box a ski machine went into had full contact information and the "World's Best Aerobic Exerciser" tagline. Be everywhere.

5. Match Ads to Target: Successful business advertising speaks to one target market only. At NordicTrack, the ads were tailored to each market. An ad in a medical publication preached the cardio-vascular benefits of cross-country skiing to heart patients. Ads in women's magazines discussed the weight-loss and calorie burn from cross-country skiing. Focus the message to the target group.

6. Create Curiosity: Successful business advertising does not sell a product or service. NordicTrack's ads sold the free video. Once a potential customer watched the video, they contacted the company for more information. The end result, millions of dollars of sales. Create ads that generate interest and make the customer want more information.

Having a poor response is not the medium's fault. Often the problem is the message. Small business advertising is not a quick fix solution to marketing your company. It takes planning, testing and constant exposure to have an impact on your small business. Done correctly, small business advertising can be a winning strategy.

6 Myths About Advertising

Myth: Advertising is an unethical and dishonorable profession.
Working in advertising is, in fact, a very respected profession. Unfortunately, there are those that think because you are trying to sell something through advertising that you're trying to trick or deceive the public.

Advertising actually follows very specific rules that ensure all advertising messages are on the up and up. The last thing an advertising agency wants to do is to harm their client's reputation by producing materials that could be misconstrued as deceptive advertising.

Myth: Everyone in advertising makes a fortune.
Yes, it's true, you can make a lot of money working in advertising but not everyone is making six figures. A majority of people working in the field started at the bottom rung of the ladder, interning for free, possibly even making minimum wage just to get their start in the industry.

Just as with any profession, in advertising you pay your dues and you work your way up. What you make of your advertising career is completely up to you.

Myth: It's really hard to get started in advertising.
There are plenty of opportunities for those who want to get started in the field. This doesn't mean you're going to get that corner office with a view, the prestigious income and creative control of advertising campaigns with your first job.

There's a lot of legwork you're going to have to do. But if you're serious about your career in the industry, you can break in.

Myth: Working in advertising is just like working in public relations.
These two industries are commonly tagged as being the same profession. While advertising and public relations can go hand-in-hand, their focus is far different. You can use your advertising skills to get a job in PR and vice versa but just because you work in one industry does not mean you automatically know everything there is to the other.

Myth: You'll finally be able to put all those great ideas to good use.
There's a certain process to every advertising campaign. Some clients give the advertising agency a basic concept and they let the agency run with it. Some leave everything to the agency's expertise and let them handle every aspect. Other clients want to be more involved in the agency process.

In most agencies, you'll have meeting after meeting after meeting about any given ad campaign no matter what department you're in. You can exercise some of your ideas to an extent but they may not make it to the client.

As part of the agency team, there are many levels of red tape your ideas and even your materials will have to go through before the project will be complete. The great copy you wrote on Tuesday may end up back on your desk with a bunch of changes by Wednesday. You resubmit it Thursday and by Friday you've got even more changes.

Most agencies welcome your creative ideas but don't get your feelings hurt if those ideas are dashed. It's not personal, it's just business. The idea you may throw around in a creative meeting may be the complete opposite of what a client has told their Account Executive they want or what was decided in a previous meeting with other execs within your agency.

Myth: It's a glamorous, fun-filled career. Every day is a day at the beach.
Don't you love those movies and television shows where the characters work in advertising and they seem to be having so much fun? Bosom Buddies, Thirty-Something, Friends, Nothing in Common, Bounce - these are just some of the examples of shows or movies whose characters have a career in advertising. And that's just what they are: characters in a fictional story.

Oh yes, it's great fun to create an ad campaign and it's rewarding to be a part of the team. However, there are days you will work extremely long hours, even weekends, and there are days your project may do a 180 and everything you previously worked on is now trashed. Sometimes the best days in advertising are the days when that difficult project finally leaves your hands for the last time.

10 Differences Between Advertising and Public Relations

If you're searching for a career or trying to promote your company, you may have questions about advertising vs. public relations. These two industries are very different even though they're commonly confused as being one and the same. The following ten properties just scratch the surface of the many differences between advertising and public relations.

1. Paid Space or Free Coverage

• Advertising:
  The company pays for ad space. You know exactly when that ad will air or be published.
• Public Relations:
  Your job is to get free publicity for the company. From news conferences to press releases, you're focused on getting free media exposure for the company and its products/services.

2. Creative Control Vs. No Control

• Advertising:
  Since you're paying for the space, you have creative control on what goes into that ad.
• Public Relations:
  You have no control over how the media presents your information, if they decide to use your info at all. They're not obligated to cover your event or publish your press release just because you sent something to them.

3. Shelf Life

• Advertising:
  Since you pay for the space, you can run your ads over and over for as long as your budget allows. An ad generally has a longer shelf life than one press release.
• Public Relations:
  You only submit a press release about a new product once. You only submit a press release about a news conference once. The PR exposure you receive is only circulated once. An editor won't publish your same press release three or four times in their magazine.

4. Wise Consumers

• Advertising:
  Consumers know when they're reading an advertisement they're trying to be sold a product or service.

"The consumer understands that we have paid to present our selling message to him or her, and unfortunately, the consumer often views our selling message very guardedly," Paul Flowers, president of Dallas-based Flowers & Partners, Inc., said. "After all, they know we are trying to sell them."

• Public Relations:
  When someone reads a third-party article written about your product or views coverage of your event on TV, they're seeing something you didn't pay for with ad dollars and view it differently than they do paid advertising.

"Where we can generate some sort of third-party 'endorsement' by independent media sources, we can create great credibility for our clients' products or services," Flowers said.

5. Creativity or a Nose for News

• Advertising:
  In advertising, you get to exercise your creativity in creating new ad campaigns and materials.
• Public Relations:
  In public relations, you have to have a nose for news and be able to generate buzz through that news. You exercise your creativity, to an extent, in the way you search for new news to release to the media.

6. In-House or Out on the Town

• Advertising:
  If you're working at an ad agency, your main contacts are your co-workers and the agency's clients. If you buy and plan ad space on behalf of the client like Media Director Barry Lowenthal does, then you'll also interact with media sales people.
• Public Relations:
  You interact with the media and develop a relationship with them. Your contact is not limited to in-house communications. You're in constant touch with your contacts at the print publications and broadcast media.

7. Target Audience or Hooked Editor

• Advertising:
  You're looking for your target audience and advertising accordingly.

• You wouldn't advertise a women's TV network in a male-oriented sports magazine.
• Public Relations:
  You must have an angle and hook editors to get them to use info for an article, to run a press release or to cover your event.

8. Limited or Unlimited Contact

• Advertising:
  Some industry pros such as Account Executive Trey Sullivan have contact with the clients. Others like copywriters or graphic designers in the agency may not meet with the client at all.
• Public Relations:
  In public relations, you are very visible to the media. PR pros aren't always called on for the good news.

If there was an accident at your company, you may have to give a statement or on-camera interview to journalists. You may represent your company as a spokesperson at an event. Or you may work within community relations to show your company is actively involved in good work and is committed to the city and its citizens.

9. Special Events

• Advertising:
  If your company sponsors an event, you wouldn't want to take out an ad giving yourself a pat on the back for being such a great company. This is where your PR department steps in.
• Public Relations:
  If you're sponsoring an event, you can send out a press release and the media might pick it up. They may publish the information or cover the event.

10. Writing Style

• Advertising:
  Buy this product! Act now! Call today! These are all things you can say in an advertisement. You want to use those buzz words to motivate people to buy your product.
• Public Relations:
  You're strictly writing in a no-nonsense news format. Any blatant commercial messages in your communications are disregarded by the media.

Advertising Vs. Public Relations

Looking to enter the world of public relations? Get ready to shatter some popular myths.

Many people (maybe even your boss) don't know the difference between advertising and PR.

In advertising, you can use a lot of over the edge techniques. But PR requires a little more restraint.

Think of advertising as your brother. He's a party animal and everyone thinks he's cool.

On the other hand, you're more refined. You don't stay out late and hardly ever deviate from the norm.

Part of the problem is that advertisements can pretty much say what they want. The company is paying for the ad space.

As a PR professional, your job is to get free publicity. You're responsible for getting the company's name out there with no hype, just news.

The challenge is clear but once you take the field, you're ready to tackle an exciting career in PR. And you won't be bored either.

You'll be writing press releases, organizing news conferences and producing company newsletters. You'll even be a liaison between the media and your company.

PR doesn't stop there. There's a whole list of functions you'll be taking on, such as: public speaking, being interviewed on radio/TV, attending conferences, exhibitions and trade shows, arranging press launches, organizing opening days or visits to the plant and premises, coordinating studio and location photography and acting as the client's spokesperson.

As you can see, you have to be a jack-of-all trades. So make sure you are suited for PR.

You need to be a sponge. Make the most of your time and on-the-job training. Listen, observe and learn everything you can.

Be a grasshopper. You'll be handling several different projects at once so you have to be multi-task oriented. You have to give each project 100 percent of your attention without neglecting the other projects.

Show your colors. Be a chameleon. You better like people. You'll be dealing with them a lot. And you have to adapt to any situation and be open-minded at all times.

Learn how to dance. No, not literally. You must have energy and stamina. There will be many nights you're rundown and burning the midnight oil but you'll still have to keep that smile on your face.

Long live the king! You're the court jester. Nobody's calling you a fool, but you'll be the one generating ideas so be prepared to advise the king.

You don't need all of these traits but a little bit of each will be helpful. Once you organize your first press conference or speak to a TV reporter about your new product, you'll know you made the right decision when you entered PR.

17 Advertising Ideas for Small Businesses

Part 1: Small Business Advertising Beyond Word-of- Mouth

Word of mouth is excellent small business advertising – but it’s slow, and may be practically non-existent for new businesses. If you want to grow your customer base more quickly, you have to advertise.

This collection of small business advertising ideas presents both the tried and true and advertising ideas you may not have tried yet – advertising ideas for your small business to effectively reach your target market and attract new customers.

Tried and True Small Business Advertising Ideas

1. The Yellow Pages.

There’s still a lot of people who use the yellow pages to find the businesses they’re looking for – and they won’t find you if your small business isn’t listed there. Get the biggest yellow page ad you can afford; the more visibility the better.

2. Newspaper advertising.

Besides box ads and advertising inserts, local newspapers also often offer special advertising features showcasing particular businesses – all powerful small business advertising opportunities. Don’t overlook special interest newspapers as an advertising idea if they exist in your area. They may be delivered to exactly the audience you want to reach.

3. Direct mail.

Direct mail can be very effective small business advertising – and is much more favourably received than other direct marketing media, such as email or telemarketing. And even if you don’t have a mailing list, you can still geographically target your mail.

4. Magazine advertising.

This advertising idea can be a very effective way of reaching a target market. The trick is to choose the magazines or e-zines that best match the market you’re targeting.

5. Business cards.

Sure, they’re advertising. Every time you hand one out to a prospective client or customer, you’re advertising your small business. But why not take this advertising idea further and Make Your Business Card a Marketing Vehicle?

6. Joining professional/business organizations.

Every professional or business organization offers exclusive advertising opportunities for their members, ranging from free promotion on the organization’s website through special section newspaper advertising. And being a member can be good small business advertising in itself.

7. Vehicle advertising.

The reason you see so many vehicles emblazoned with advertising is that it works; vehicle advertising is very visible small business advertising. If you’re not ready for custom graphics or a magnet quad sign that sit atop your vehicle, go for a magnetic sign that you can take off when you want.

Advertising Ideas You May Not Have Tried Yet

8. Sending promos with invoices.

Little advertising ideas can be powerful, too. If you’re sending out an invoice, why not take the opportunity to include some small business advertising? To draw new customers, try something such as a “bring-a-friend” promotion.

9. Cable TV advertising.

So you can’t afford to advertise your business during the Super Bowl. That doesn’t mean you have to miss out on the household reach of TV. Cable TV companies offer advertising ideas within the budget of small businesses, from advertising on the TV Guide Listings or Real Estate channels through running infomercials.

There are more small business advertising ideas you may not have tried yet on the next page. Click to continue reading.

Part 2: More Small Business Advertising Ideas

What other small business advertising could you use to get the word out about your products and/or services and grow your customer base more quickly? What about these seven advertising ideas?

10. Radio advertising.

Another advertising idea you may not have thought of is radio advertising. Running ads on a local radio station can be both effective and relatively inexpensive.

11. Bench/bus stop advertising.

Looking to reach a mass audience? Then transit advertising may be the best advertising idea for you. Contact your local transit company for information on bench, bus and shelter advertising possibilities.

12. Local website advertising.

More people are spending more time online than ever before. Cover all your small business advertising bases by ensuring that your business is listed on websites providing business information for your local area.

Part 2: More Small Business Advertising Ideas

What other small business advertising could you use to get the word out about your products and/or services and grow your customer base more quickly? What about these seven advertising ideas?

10. Radio advertising.

Another advertising idea you may not have thought of is radio advertising. Running ads on a local radio station can be both effective and relatively inexpensive.

11. Bench/bus stop advertising.

Looking to reach a mass audience? Then transit advertising may be the best advertising idea for you. Contact your local transit company for information on bench, bus and shelter advertising possibilities.

12. Local website advertising.

More people are spending more time online than ever before. Cover all your small business advertising bases by ensuring that your business is listed on websites providing business information for your local area.

Guess what? Every time his band's gigs are mentioned in the newspaper, the piece also mentions the name of his business!

Part 1: Business Promotion Starts With Your Contact Information

Business promotion is to running a successful business as practicing scales is to playing the piano well; it may not be a thrilling activity in itself, but you just have to do it! You should spend at least an hour a day on business promotion or planning how to promote your business (and more is better, if you can fit the time in)!

You promote your business by getting the word out. The first axiom of business promotion is that you have to do this consciously. You can't rely on other people to do it for you, no matter how great your product or service is.

The second axiom of business promotion is that like every other aspect of your business, it's a budgeted activity. But business promotion doesn't have to be expensive. Here are ten inexpensive ways to promote your business; all most of these will cost you is some time.

1) Use every outgoing piece of paper, and every electronic document as business promotion.

You have business cards, but you also put out a lot of other documents in the course of doing business.

Check these to make sure you're using their promotional possibilities to full advantage.

For instance, business stationery is an ideal business promotion tool. Is your business name, logo, contact information (including URL if you have one), and slogan on your envelopes as well as on your letterhead? Or are your envelopes only printed with your business name and return address? What a waste! Your phone and fax numbers, your URL, and even a memorable slogan should be there, too. It's not just an envelope, it's a business promotion tool! You're sending it out anyway, so why not make it work for you?

The same goes for outgoing faxes, bill payments, receipts; whatever paper you send out should carry your full company message. And don't forget to make sure that your email has a complete signature that provides all your business information and a promotional tagline.

Electronic documents, such as email, are also easy to update with your latest business promotion information, whether it be a special price on your product or service, or letting people know that your company has won an award. If you need information about using signature files with particular mail programs, visit About Email Guide Heinz Tschabitscher's Signature links.

Articles and press releases are also excellent business promotion tools that you can use to promote your business inexpensively. Read on to learn what types of articles and press releases you should write and tips on where to send them to promote your business effectively.

Part 2: Articles and Press Releases As Business Promotion

2) Writing articles on topics related to your business expertise is an excellent business promotion technique.

Well-written articles can provide free advertising and build positive word-of-mouth. If you're a realtor, for instance, you could write a piece on preparing your home to be shown. If you're a Web site designer, you might write a piece about assessing Web site usability. The more specific your topic, the better. Write a short biographical note, or "blurb" about you and your business to go with the article. Then send it out!

Where? As the goal is to promote your business, ideally you'd like it to appear in a publication that your target audience will be reading. Realistically, you may have to send it to a publication that accepts unsolicited work from unknown authors.

Magazines generally have a long lead time, so I would focus my first efforts on the 'Net. There are an astronomical number of e-zines and sites with newsletters that are hungry for content.

One place to look for e-zines to send articles to is The Internet's Best E-Zine Directories. E-zines also provide excellent advertising value; the trick is to find the right e-zine for your target audience. Freelance writing sites also provide a great deal of information on all kinds of publications that might publish your efforts. Make your research easier by starting with a great site that provides all kinds of lists and information on markets such as About Freelance Writers, or FreelanceWriting.com.

Newspapers are also excellent places to place your business promotion article, as they too have a much shorter lead-time than magazines, and are always looking for material. Try contacting the Business editor of your local paper and pitching your article. If this approach fails, you might be able to get your piece into the paper by sending it in as a letter to the Editorial section.

3) Sending out press releases is another great way to get some free business promotion.

The caveat to using press releases as a business promotion tool is that your press release has to actually contain information that is newsworthy, and be engaging enough to get people's interest. Has your business recently expanded? Do you have a new product? Have you been involved in some promotional activity such as sponsoring a charity event? Have you or your company recently won an award? All of these are examples of "news" that you can capitalize on to get some free promotion for your business.

While many business people send press releases to newspapers as a matter of course, don't forget about the Internet. Web sites like mine, for example, that specialize in providing business-related information, are interested in you and your accomplishments. You're always welcome to post your press release or information about your event on the Small Business: Canada forum, for instance.

What else can you do to get some free business promotion? What about using Inernet forums and freebies as business promotion tools or doing some buddy marketing to promote your business? Continue on to page 3...

Part 3: Forums, Buddy Marketing and Freebies As Business Promotion

4) If you're an Internet user, spend some of your online time on business promotion.

Posting messages in forums (a.k.a. bulletin boards) is a great way to make your business known to people you would otherwise be unable to contact. You can't blatantly advertise your business on most forums, but you can show others that you're a knowledgeable, personable individual and promote your business through your signature file.

Getting people interested in your business and perhaps attracting new customers works best if you choose forums that are business-related (such as my Small Business: Canada forum) or directly related to your business's product or service.

The other caveat with choosing forums to post in is to check their level of activity; posting in a forum that doesn't have much traffic or regular activity isn't going to do much to promote your business.

5) Use buddy marketing to promote your business.

For example, if you send out brochures, you could include a leaflet and/or business card of another business, which had agreed to do the same for you.

This gives you the chance to reach a whole new pool of potential customers.

You might also plan and carry out business promotions with complementary businesses. A pet store and a pet grooming business, for example, might use shared advertising, or run a contest together. This can considerably cut down the cost of business promotion, and allow each business to use promotion techniques that would be too expensive to implement alone.

6) Give out freebies as business promotion.

We're all familiar with hearing or reading advertisements that promise that the first 50 people to visit a particular store will receive a free (____). You fill in the blank. It could be anything from a red rose through an ice-cream cone! We're all familiar with this kind of spot promotion because it works. People love to receive things that are free.

Besides using freebies as business promotions, you can also use them regularly as customer "rewards". For example, I recently had a picture framed; the framer had attached a free picture hanger to the painting's wire, with a small card thanking me for my patronage. It's only a small thing, which certainly didn't cost him much, but as the customer, I appreciate not having to rummage through my home looking for a suitable hanger, and can't help thinking positively about the service he provides. What small, inexpensive things could you give out with your product or service that will get your customer thinking good thoughts about you? Combining business promotion with customer rewards is definitely a win-win situation.

Still looking for more low-cost business promotion ideas? Continue on to the next page, which discusses being a talk show guest and giving seminars as ways to effectively promote your business.

Part 4: Use Talk Shows Or Seminars To Promote Your Business

7) Promote your business on a talk show.

Your local radio station or cable TV station may have programs that are looking for guests - a great low-cost way to promote your business! Business-related programs are ideal. Find out who the host is, and approach him or her as willing to share your expertise on a particular topic.

Call in programs are popular; you may be able to appear as a guest expert. If you're a mechanic, you might offer to take call-in questions on car maintenance; if you operate a health store, you might market yourself as an expert in herbal remedies. Have your proposal clearly worked out before you contact the program host, and make sure the parameters of your appearance, such as details about plugs, are clear beforehand.

8) Promote your business by giving a seminar or presentation.

You have expertise that other people are interested in! (You couldn't be in business if you didn't.) Why not share that expertise and promote your business at the same time?

For example, a local carpet company advertises a free seminar on installation techniques for a type of laminate flooring.

Participants not only learn how to install this type of flooring themselves, but are offered special discount prices if they wish to purchase laminate flooring. Another local retailer who sells goods made of stained glass offers courses on working with stained glass on-site.

If there's no direct tie-in to your product or service, you can still give a presentation on a related topic. Nursery people or horticulturalists, for instance, often give demonstrations on topics such as tree-pruning, or slide shows of famous gardens they've visited. Although most of my business involves providing specific writing or training services to businesses, I give presentations on general topics such as "Promoting Your Business On A Shoestring".

If it's not feasible to present the seminar at your site, because you're a home-based business or just don't have the facilities you would need, arrange to give the seminar elsewhere. Many government-sponsored organizations, such as Business Service Centres and Econonmic Development Centres, and non-profit programs are always looking for experienced business people who are willing to give presentations. You may also be able to arrange to present your topic through the Continuing Education branch of your local college or university.

Scared? Start small and start building a name by making a presentation to one of your local groups such as your Home-Based Business Association or Business Women's network. If public speaking terrifies you, I can't recommend Toastmasters highly enough; this organization has helped a great many people get over this fear and be able to address groups of people. The link I've given here will lead you to Toastmasters' groups throughout Canada.

That's eight low-cost ways you can promote your business so far. But there are two more business promotion opportunities that you may not have considered yet; using your car and your non-business related activities. Continue on to the next page to read about how you can use these as business promotion...

Part 5: Vehicles and Leisure Activities As Business Promotion

9) Use your vehicle to promote your business.

Mobile business promotion isn't just for white delivery vans. Where I live, one in every four vehicles has the name and phone number of a business decorating one of the windows or doors. Think of all the people who see your vehicle when you're driving around - especially if you live in a place where people often get stuck in traffic!

You should be able to get a pair of magnetic signs from your local source for less than a hundred dollars. Or, for an elegant promotional look, you could order Promo Plates, which are quite inexpensive at $29.95 USD plus shipping and handling.

10) Promote your business through your lesiure activities.

One savvy businessman I know relaxes by being part of a rock band.

Guess what? Every time his band's gigs are mentioned in the newspaper, the piece also mentions the name of his business!

You may not be part of a band yourself, but everyone does something for "fun". Whether your chosen leisure activity is working on a Spitfire Restoration project, rock-climbing, or shopping, there are all kinds of ways to promote your business while you do what you love to do.

Where's the harm in shopping or rock-climbing wearing a T-shirt that has the name of your business prominently displayed? Or in taking your business cards everywhere you go and clipping your card to the slip when you pay for a purchase by card or cheque? Get in the habit of doing business promotion wherever you go and you'll be surprised how word-of-mouth builds.

If your leisure activity involves a group, you might ask if you can include your business information on all of their out-going paper, or ask if you can at least give everyone a brochure.

And with any kind of group activity, there's always the opportunity to promote your business by letting other people know what you do and how it could benefit them. This doesn't mean that you talk about nothing else, but there are bound to be chances to talk about your business that crop up during normal conversation.

These ten business promotion ideas are just some of the ways you can promote your small business without spending a small fortune. With a little experimentation and time, you'll find out which of these ideas work best for you - and best get the word out about your small business.