Public Relations

The purpose of advertising, simply put, is to make a sale.  Public Relations is different.  PR should create goodwill for your company.  It should keep your company or product in front of the public in a manner that humanizes the company. PR should be aimed at getting people to relate to your company’s people and reputation in something other than a non-personal way.

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Advertising Your Business

Advertising can do a lot for your business but there are some things it can’t do. It can’t create an instant customer base.  Or solve a cash flow or profit problem. Or substitute for poor customer service.  And, most of all, advertising cannot sell useless or unwanted products or services.   That said, advertising for the right reasons works effectively and gets results.

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Analyzing Your Competition

Keeping track of what your competition is up to is an absolute must.  Make a list of your top five competitors.  Check out their websites, analyze their advertising (who’s their target audience, what features and benefits do they offer?), visit their stores, if applicable.  Paying attention to how they interact with customers and how they display their products can pay off for you.

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Customer Profile

Just as a mission statement guides the operation of your company, a customer profile will guide your sales effort. Develop an overview of your target customers so that you’re clear about whom you are selling to.  The profile should include demographic and psychographic information – as well as behavioristic information -  the factors that identify the reasons why someone wants to buy your product or service.

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