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MONTH TWO1. Start calling at least a dozen or so small local newspapers and weekly shoppers. For additional information about how to contact hundreds of small local papers and periodicals, see the Additional Information section located in the back of this book. Ask for information about advertising and ask that they send you a media kit. It will contain all the information you need to make your advertising decision and usually contains a sample of the paper. This is important. You should see what a paper looks like, what kinds of ads it runs etc. before you run your ad.
Look closely at the publications you are considering and see if they contain ads similar to the one you want to run. Also, if possible, obtain back issues of the publication to see if those ads continue to run, issue after issue. If they do you can be sure they are successful for the businessperson running them. The reason that you do this is because while a business might run an ad once as a test and it turns out to be a failure. Obviously, no one is going to continue running an ad that is not working.
To recap, if the publication contains ads similar to yours which are successful its a good bet that yours will also be successful. But it is no guarantee. Proceed with caution and test your ad before committing to long term advertising. Sometimes you do not know the whole story regarding the ad you saw. The ad may be losing money on the initial "sale" but still be a winner because the advertiser is doing something additional with his new "customers".
On the other hand, just because you do not see an ad similar to yours do not presume that yours will not be successful. It is possible that the particular publication has been overlooked. It still may be worth a try. It is possible your headline is good enough to work for you or that it adds a new twist. Again, do a short term test first.
In any event DO NOT and I repeat DO NOT commit to long term advertising in any publication or be talked into any large advertising expenditures without testing the waters first. You can never be absolutely certain whether or not an ad will work without trying it first. If it works you can always go back to the newspaper, magazine etc. and take advantage of that great long term rate they promised you. But if the ad does not work and you committed to 3 months you will be throwing money away.
That's why for example in my one year plan I am sending out only 50 or 100 post cards those first few months. I want to see if they work. Although it may take a month or two to see results, you will get a feel for whether its worth the cost. BEFORE you send out 10 thousand and find out that they do not work.
That is also why I keep doing periodic reviews. I do that to eliminate what does not work so that I can expand on what does work. If you find a classified ad that works well for you, try it elsewhere and keep trying it elsewhere. That same ad may work for you in literally hundreds of places.
2. Look in your local Yellow Pages for Civic and Professional Associations that might be of interest and provide you with assistance. Call them, explain that you are starting a homebased business and that you are serious about portraying a professional image. Many of them will invite you to attend their next meeting. DO IT, then choose one or more to join as time and finances allow.
3. By now you should be familiar enough with your Company's promotional materials that putting together a follow-up packet would be easy. If you have any questions ask the Company or your upline what works for them. Take another look at the packet. Look at it as if you are on the outside and know nothing about you or the company you are asking them to join. Is it professional looking? Does it answer all the basic questions? Does it give a favorable first impression or is it a bunch of poorly done copies of copies? Think about what impressed you and what made you decide to join. also think about what turned you off about the companies you did not join. Based on your responses to these questions, it may be time to modify your follow-up kit.
If you are unsure of whether or not you have put together the best package, ask! The nice thing about the way Network Marketing works when its working properly is that you are in business for yourself, but not by yourself. There should always be someone to ask. In fact, one of my criteria REQUIRES that the Company have that assistance in place so even if your upline disappears you are not left in the lurch.
4. Regarding whether or not you need to take Checks by Phone or Credit cards, as a general rule, the more payment options you give, the better the response. But nothing comes without cost.
5. As we have touched on postcards briefly let's get into more detail now. Find out if the Company you are with or your upline sponsor has professionally printed (or at least camera ready artwork ready for your printer) and market tested postcards available at a nominal cost. If it is already working for others, don't try to reinvent the wheel, use what has already proven itself a winner. But do not be afraid to ask the questions...have these postcards been working, over what period of time, what kind of results should be expected? When you have satisfactory answers to those questions you will be able to decide for yourself if postcards are for you.
To whom do we mail our postcards? There are dozens of companies who sell mailing lists of every nature and description. Decide whether you wish to reach opportunity seekers or a segment of the population that may have an interest in your product and then you can buy names and addresses of people who fit that description from the company. To whom your postcard goes will depend on your answer to the following question:
Is your focus going to be on selling the products or the business opportunity?
If your focus is on selling product, you will want a list geared to the types of people who would most likely buy your products. if you are focusing on the business opportunity, you want to reach business opportunity seekers.
It is important to deal with a reputable company. Ask them questions like how old are the names, do you guarantee delivery (most reputable companies will guarantee somewhere in the neighborhood of 97% deliverable and replace names that prove undeliverable 2 for 1.
Just remember, price is not necessarily the best criteria. You want your mailing piece delivered!