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5 Compelling Reasons to Choose a Wellness Opportunity
I actually have two separate online businesses - Selling wellness products and Selling digital information products (eBooks) Because I can look at things from both perspectives, I often tend to compare the two businesses from...
Another Use for Meetings
Every meeting is a laboratory where you can observe and learn important things about the people who attend. In fact, you can use meetings to identify people who merit being promoted into leadership positions. Watch for: Is it planned? Effective...
Innovation Management, Brainstorming Management – Why People Hate To Brainstorm!
Creativity can be defined as problem identification and idea generation whilst innovation can be defined as idea selection, development and commercialisation. There are distinct processes that enhance problem identification and idea...
Mortgage Qualification Problems - Not Enough Income
Qualifying for a mortgage can be a stressful affair. A common problem that can occur is not having enough income to qualify for the loan amount. If you have this problem, here are a few possible solutions. Mortgage Creativity You find the house...
Perfection vs. Excellence (Business, Career, Life Coaching Series)
"(Howard) Hughes never learned how to convert his knowledge to practical application. Instead he sought a perfection that assured failure." - From Empire: The Life, Legend and Madness of Howard Hughes by Donald L. Bartlett & James B. Steel How...
 
Advertising On A Budget - Part 2: Thinking Small

This is the second article of a three-part series. I'm illustrating the marketing challenges of a small business, PrescottWeddings.com.

Our goal was to both build the PWC brand and drive traffic to the Web site. Advertising regularly was essential. Yet it was also essential to keep our costs down. So we leveraged our monthly newspaper advertising to stretch our marketing dollar as far as we could.

How did we do that? We "thought small."

We bought one inch by two column inch ads (a column inch in this particular publication is approximately 1.88 inches). The ads were one inch high and almost 4 inches long.

To reflect the small ad, the copy also had to be short and sweet. Like so:

www.PrescottWeddings.com. Everything you need to say "I do."

Just the name of the business and the slogan.

We put the name in large type and made the tagline much smaller.

Did it work?

The first day this ad ran, we garnered 350 hits on the Web site and several phone calls from business owners who wanted more information.

And that was just the beginning. Hits steadily grew during the campaign, and every time it ran we always noticed a jump.

Not bad for a little ad.

Conventional wisdom says bigger is better. And while it is true that big ads stand out (after all, they do take a big chunk of real estate on the page) it doesn't mean big is the only way to go. Small ads can pack a punch too.

Why did the PWC ad work? First of all, it got noticed because it stuck out (yes, small ads can stick out). It had an odd shape -- long and thin, not a square like so many other ads. The name was big -- bigger than many other fonts surrounding it. (But not so big that the ad lacked sufficient white space.)

But probably the biggest reason it worked was because the message was simple.


This is clearly a Web site about having a wedding in the Prescott area. Therefore if you're involved with weddings, whether as a business or on a more personal level, and you're also associated with Prescott, then this is a Web site clearly worth taking a peek at.

People instantly got the message. And they got it even if they only scanned the paper. It was quick and painless for them -- something all ads should strive to be.

What's also interesting is how this ad hit its target market. I've spoken to people (mostly men) who have no interest in getting married and have never seen the ad even though they read the paper. Conversely, businesses in the wedding industry and brides have said they see the ad all the time.

Now, you may have a business name that doesn't capture your business' products or services as well as PrescottWeddings.com (my business name for example). In this case, why not think of a catchy tag line you can use in those small ads to drive people to your Web site?

Web sites can be huge, wordy, information-stuffed selling tools. So use short, sweet one-message statement to get people to go look and learn more about your business rather than try to shove everything in an ad. Don't forget to include your business name and logo for branding purposes.

About the author:
Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.writingusa.comCopyright 2005 Michele Pariza Wacek.



 

Creativity - Wikipedia, the free encyclopedia
Creativity (or creativeness) is a mental process involving the generation of ... Wallas considered creativity to be a legacy of the evolutionary process, ...
en.wikipedia.org
 
Creativity For Life
An exploration of creativity in everyday life, with articles, quotes, reviews and other creative resources to awaken creativity in daily life.
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AdCritic.com: Commercial Ads
FROM CREATIVITY: Emerging Directors, Unite In the time it took to write this, three new directors popped up. Here are twenty to get acquainted with. ...
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National Curriculum in Action - Creativity -
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Ten Steps for Boosting Your Creativity
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Category:Creativity Techniques - Mycoted
This is a general category of Creativity and Innovation Techniques, ... I like to think of these creativity techniques as tools in a toolbox in much the ...
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Creativity at Work: The interplay of business, art and science
A resource for training and development in creativity and innovation in organizations. Has a newsletter, and some articles and essays by 'Corporate ...
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Crayola Creativity Central
Crayola Creativity Central offers kids arts and crafts ideas for rainy day fun. We also have coloring books and pages, art and craft projects, games, ...
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Pages tagged with "creativity" on del.icio.us
All items tagged creativity ??? view popular ... Perspective for Creative Leaders · save this. by aromay to creativity business management ... 1 hour ago ...
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Creativity Web - Resources for Creativity and Innovation
Creativity Web Home Page Resources for Creativity and Innovation ... The Creative Process · Multiple Intelligences · Idea Recording · Your Creative Space ...
members.optusnet.com.au
 
gapingvoid: "cartoons drawn on the back of business cards": how to ...
So you want to be more creative, in art, in business, whatever. ... Companies that squelch creativity can no longer compete with companies that champion ...
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Creativity Quotes | Creativity Quotations | Creativity Sayings ...
Quotes on Creativity - part of a larger collection of Wisdom Quotes to challenge and inspire. Find Creativity quotations and links to quotes on other ...
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Ideas by Creativity Pool
A free database with new ideas and possible inventions. Add your own, or bring an existing idea to life.
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CREATIVITY
Creative problem solving depends on using the right tools, tricks, ... Search for the latest books on Creativity (or anything else) in the Quantum Books ...
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Creativity Tools, Creative Solutions & Creative Problem Solving ...
This page explains a wide range of techniques which can help you generate creative solutions to your problems.
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The 6 Myths Of Creativity
A new study will change how you generate ideas and decide who's really creative in your company.
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CreativeClass.org
Richard Florida's "The Rise of the Creative Class" examines creativity and its effects on economic development.
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TIP: Concepts
The relationship between creativity and intelligence has been always been a central concern of psychology ( Guilford , 1950). Much effort has been devoted ...
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American Creativity Association (ACA)
An incorporated non-profit organization promoting personal and professional creativity. Association membership is represented by four multidisciplinary ...
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CREAX - Portal for creativity and innovation
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