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o Phone, email, fax
or Radio and television,
o Internet: through websites, blogs, social networking sites, email, video and audio podcasts
o Teleseminars and webinars
o Mobile media – Blackberrys and mobile or cell phones
o And let’s not forget to speak in public in person and network. Website design By BotEap.comNow that range adds a level of complexity. But the choice is good and you don’t have to use all of these, but they are available to you. Website design By BotEap.comIn either case, you will be speaking or writing. Just narrow down what makes sense for you and your business and use your strengths to come up with a plan. Website design By BotEap.comJUST remember that marketing principles remain the same no matter the medium, so the PURPOSE of your marketing remains the same. To persuade prospects to visit you online or offline so you can present your offer. Website design By BotEap.comSo where does advertising fit into this? Website design By BotEap.comAdvertising it’s simply a subset of your marketing activities, it’s the SALES function when you make the sales pitch or “make your offer.” This could be verbal or written in all of the same media you use for your marketing communications. What adds to the confusion is that sometimes large companies use image-based ads to build awareness, so the “sales pitch” isn’t obvious. Website design By BotEap.comBut the primary The purpose of advertising is to SELL. Website design By BotEap.comSo you create ads one way or another and put them in front of your audience. Website design By BotEap.comSmall businesses cannot afford to waste money on image advertising designed for the masses to promote a well-known brand. It’s just not designed to sell, NOW. Website design By BotEap.comWhat I do and recommend is direct marketing, which is based on one-to-one relationships and uses proven direct-response advertising techniques instead of mass advertising. Website design By BotEap.comThe purpose of a direct response ad is to get a response, NOW! Which means that these ads are actually asking the prospect to DO something. Website design By BotEap.comWhether you’re building a list, selling a product or service, a date, or even something you’re giving away, you still need to “sell” it to your prospect. And ask them to take the steps you want them to take to advance the sales process. Website design By BotEap.comSimply put, advertising is a subset of marketing and direct response marketing and advertising is the champion of small business.