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Index Page –› Business & Companies –› Marketing

Small Business Marketing Secrets: Focus Your Efforts for Better ROI

T h e m o r e y o u f o c u s a n d c o n c e n t r a t e y o u r m a r k e t i n g , t h e g r e a t e r i m p a c t y o u r m e s s a g e h a s o n y o u r i n t e n d e d m a r k e t . R e m e m b e r , y o u r g o a l i s t o d e l i v e r y o u r m e s s a g e a s m a n y t i m e s t o y o u r t a r g e t m a r k e t a s y o u r b u d g e t w i l l a l l o w . Y o u a r e b u y i n g e x p o s u r e t o a c e r t a i n a u d i e n c e . T h e m o r e w e a r e e x p o s e d t o a m e s s a g e , t h e m o r e o f i t w e r e t a i n . Y o u n e e d t o b e e x p o s e d t o a n e w i d e a 8 t o 1 5 t i m e s ( o r m o r e ) t o r e m e m b e r i t . R e p e t i t i o n e n h a n c e s r e t e n t i o n . A n d , t h e m o r e c h a n n e l s t h e m e s s a g e i s d e l i v e r e d t h r o u g h , t h e m o r e b e l i e v a b l e i t i s . D i v e r s i t y d e l i v e r s c r e d i b i l i t y . S o , f o c u s a n d c o n c e n t r a t e y o u r a d v e r t i s i n g b y u s i n g s e v e r a l m e d i a t o d e l i v e r y o u r m e s s a g e t o t h e s a m e a u d i e n c e . Y o u ' l l g e t a b e t t e r r e t u r n t h a n i f y o u s p e n d t h e s a m e a m o u n t o f m o n e y d e l i v e r i n g y o u r m e s s a g e f e w e r t i m e s t o a l a r g e r a u d i e n c e . L a y i t o n n i c e a n d t h i c k r a t h e r t h a n s p r e a d i n g i t t o o t h i n . I h a v e t a l k e d w i t h m a n y p e o p l e w h o h a v e c o m p l a i n e d t h e i r a d v e r t i s i n g i s n o t w o r t h t h e m o n e y i t c o s t s . A f t e r s o m e d i s c u s s i o n I u s u a l l y l e a r n t h e y b o u g h t a d s t h a t d e l i v e r t h e i r m e s s a g e t o a l a r g e a u d i e n c e o n c e o r t w i c e . A t y p i c a l e x a m p l e m i g h t b e a d i r e c t m a i l p i e c e t h a t g o e s t o 5 0 , 0 0 0 h o u s e h o l d s i n a n a r e a w i t h a 1 0 m i l e r a d i u s a r o u n d t h e i r b u s i n e s s . F o r t h e s a m e m o n e y t h e y c o u l d b u y d i f f e r e n t m e d i a t h a t d e l i v e r s t h e i r m e s s a g e 1 0 t o 1 5 t i m e s t o a s m a l l e r a u d i e n c e , m a y b e i n a t w o m i l e r a d i u s . T h e s m a l l e r m a r k e t g e t s m o r e r e p e t i t i o n o f t h e m e s s a g e a n d t h e y s e e o r h e a r t h e m e s s a g e f r o m m u l t i p l e m e d i a . I t ' s m o r e l i k e l y t h e y r e m e m b e r a n d b e l i e v e i t . S o , a s y o u p l a n y o u r m a r k e t i n g , r e m e m b e r t o f o c u s . Y o u ' l l b e g l a d y o u d i d .

Author: Kevin Stirtz

Author Bio:

Kevin Stirtz

Kevin Stirtz helps people get more customers. He's been doing it for over 20 years and he's pretty good at it.

Kevin speaks to groups all over the USA and Canada. He writes a marketing column for a major business resource (AllBusiness.com) and in 2005 he published his first book, called, "Marketing for Smart People."

He is currently working on his second book which will be published during the fall of 2006.

When he's not helping people get more customers, you'll find Kevin spending time with his wife, his dogs and one or more of their many nieces and nephews who light up his life.

Kevin's favorite quote is:

"We make a living by what we get, we make a life by what we give."

-- Winston Churchill

Please call or email Kevin. He loves meeting new people. You can contact him at 952-212-4681 or via his website at KevinStirtz.com.