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“Many a small thing has been made large by the right kind of advertising.”

03/04/2013

So sayeth Mark Twain.

Can’t say as I disagree with Mr. Twain.

However, “…the right kind” of advertising?

With the advent of social media and the apparent demise of print that’s what companies are trying to figure out. What is the best form of advertising? How do you best speak to prospects and your customers? Is it TV, Facebook, Twitter, mobile or (gasp) print?

First things first. What do you want your target to know, think and believe about your product or company? If you haven’t figured that out then do not spend a dime and don’t do anything. Before you can run, you need to walk.

That consumer “take away” is the foundation of your strategy. It should be different from your competition (no kidding) and you had better be able to back it up! Nothing will sink you sooner than an “overpromise” and an “underdeliver” situation with the consumer.

Ironically, this is where social media is really social… and can bite you. When the malcontents go on the warpath and use the Twittershpere/Facebook to vent.

Yes, creating awareness utilizing the “right kind of advertising” is important.

But so is playing to a strategic, simple, doable product benefit.

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