The Small Town Advertising Handbook: How
To Say More And Spend Less
Table of Contents
By Tom Egelhoff
 FOREWORD --------------------------------Page
7
Dr.George Arimond, Ph.D at the University
of Wisconsin, gives his views about the value of my book to small
business owners. To read the full text click here.
WHY YOU NEED THIS BOOK-------------------------------------------Page
11
If you are like most business owners, you
know your craft inside out but when it comes to marketing or
advertising it's all Greek. This chapter sets you on the right
course to advertising success.
CHAPTER ONE: WHY YOUR ADVERTISING ISN'T WORKING------------------------------Page
19
In Chapter One of the basics of advertising
you will learn why your advertising isn't working. Looking at
common and costly mistakes and how to get stated advertising
the right way.
CHAPTER TWO: HOW TO FIND YOUR TARGET MARKET-----------------------------------------------Page
26
You must reach the right customer for your
marketing and advertising plan to be successful and that starts
with finding your target market. If you would like to read the
first two chapters, Click Here.
CHAPTER THREE: UNDERSTANDING WHY CUSTOMERS BUY----------------------------------------------------------------Page
29
In this chapter you will learn the psychology
of the buyer and what motivates them during the decision making
process. You'll also know what your customers really want and
need and how to get customers to talk to you.
CHAPTER FOUR: WHAT MAKES A GREAT
AD-----------------Page 43
Great ads don't just happen. In this chapter
you'll learn the ten things that make a great ad as well as the
steps in writing great ads that will boost your bottom line.
CHAPTER FIVE: HOW TO DEVELOP A SUCCESSFUL
AD CAMPAIGN---------------Page 50
Do the words "ad campaign" seem
out of place for your small business? Yes small businesses develop
ad campaigns every bit as successful as any major company. And
you can do it too. Here's a step-by-step guide to develop your
own plan and work it.
CHAPTER SIX: HOW TO CREATE YOUR AD
PLAN------------Page 58
Learn who is most likely to respond to
your ads and why. Develop your ad message and define what you
want your advertising to accomplish.
CHAPTER SEVEN: HOW TO DO MARKET RESEARCH
IN A SMALL TOWN OR SMALL MARKET---------------------------Page
64
How to find out what market research will
tell you and how to profit from it. How to do your own low-cost
market research and learn how to gather information.
CHAPTER EIGHT: HOW TO CHOOSE THE
RIGHT ADVERTISING MEDIA FOR YOUR BUSINESS OR SERVICE------------------------Page
71
Doesn't it make sense to make money advertising
in the right media than to waste money in the wrong one. Here
you will learn what to know before you buy advertising and level
the playing field with the ad reps.
CHAPTER NINE: HOW TO WORK WITH ADVERTISING
SALESPEOPLE ----------------------------Page 76
You will know what to ask for, how to evaluate
your advertising results, know how to use demographic information,
how to make the most of free publicity.
CHAPTER TEN: HOW TO KNOW WHEN AND
WHEN NOT TO ADVERTISE----------------------------Page 85
Learn the times you should advertise and
the times you should not.
CHAPTER ELEVEN: HOW TO TEST YOUR
ADVERTISING----------------------------------------Page 92
You'll learn how to create a plan to evaluate
your advertising. How to test your ads. How to evaluate what's
working and what's not.
CHAPTER TWELVE: HOW TO USE SIX COMMON
TYPES OF ADVERTISING --------------------------------------Page
98
Build your image, create a name brand,
advertise a service instead of a product, business to business
advertising, use co-op advertising and learn how to use PSA's.
CHAPTER THIRTEEN: HOW TO SCHEDULE
YOUR ADVERTISING ---------------------------------------------------Page
105
You just don't put advertising out there
any where at any time. Schedule it when it will do the most good.
CHAPTER FOURTEEN: THE TEN MOST COMMON
ADVERTISING MISTAKES SMALL BUSINESSES MAKE--------------------Page
111
Avoiding these ten common mistakes will
save you thousands on your advertising.
CHAPTER FIFTEEN: ADVERTISING: ARE
YOU LEGAL--------------------Page 119
There are many legal rules in what you
can and cannot say in advertising. This chapter will show you
what to look for to keep yourself out of legal hot water.
CHAPTER SIXTEEN: ADVERTISING 101:
SOME FINAL THOUGHTS--------------------------------------------------------Page
123
Some last minute coaching tips to inspire
you to great return on your advertising investment.
SECTION TWO: TYPES OF ADVERTISING
MEDIA - NEWSPAPERS 101
CHAPTER SEVENTEEN: WHAT YOU SHOULD KNOW BEFORE YOU PLACE A NEWSPAPER
AD-------------------------------Page 126
Everything you need to know to place a
newspaper ad that works.
SECTION TWO: TYPES OF ADVERTISING
MEDIA - NEWSPAPERS 101
CHAPTER EIGHTEEN: CREATING AN AD THAT SELLS (IT STARTS WITH THE
HEADLINE)-------------------------------Page 140
How to write headlines that get attention
and lead the reader into the meat of the ad
SECTION TWO: TYPES OF ADVERTISING
MEDIA - NEWSPAPERS 101
CHAPTER NINETEEN: HOW TO MAKE YOUR NEWSPAPER AD STAND OUT-------------------------------Page
209
You're in there with all your competitors.
How do you stand out from the crowd? This chapter will explain
how to do it.
SECTION TWO: TYPES OF ADVERTISING
MEDIA - RADIO 101
CHAPTER TWENTY: HOW TO MAKE RADIO WORK FOR YOU-------------------------------Page
152
How to decide is radio will work for you.
All the evaluation tips you'll need.
SECTION TWO: TYPES OF ADVERTISING
MEDIA - RADIO 101
CHAPTER TWENTY-ONE: HOW TO BUY RADIO TIME---------------------------------------------------------Page
209
Prices for radio time can be all over the
place. Here's how to get the most bang for the buck.
SECTION TWO: TYPES OF ADVERTISING
MEDIA - RADIO 101
CHAPTER TWENTY-TWO: HOW TO DO RADIO & TV INTERVIEWS AND MAKE
THE MOST OF THEM------------------------Page 171
Sometimes you need to face the public in
commercials or to put out a fire or two. Here's how to do it
without the stress.
SECTION TWO: TYPES OF ADVERTISING
MEDIA - DIRECT MAIL 101
CHAPTER TWENTY-THREE: DIRECT MAIL: WHY IT WORKS AND HOW TO USE
IT------------------------------------------Page 174
Direct mail can be the most cost effective
way to advertise. Here is everything you need to do it right.
SECTION TWO: TYPES OF ADVERTISING
MEDIA - DIRECT MAIL 101
CHAPTER TWENTY-FOUR: DIRECT MAIL: FORMULAS FOR SUCCESS---------------------------------------------------------Page
184
How many pieces do you have to mail to
reach your sales goal? All the formulas are here. Just plug in
the numbers.
SECTION TWO: TYPES OF ADVERTISING
MEDIA - DIRECT MAIL 101
CHAPTER TWENTY-FIVE: HOW TO KNOW IF YOU CAN SELL YOUR PRODUCT
BY DIRECT MAIL---------------------Page 192
Even the best media sometimes fails. Learn
how to evaluate your direct mail program.
SECTION TWO: TYPES OF ADVERTISING
MEDIA - DIRECT MAIL 101
CHAPTER TWENTY-SIX: HOW TO WRITE A DIRECT MAIL LETTER ---------------------------------------------------------Page
194
With direct mail you can't personally be
there to make your case so your letter does it for you. Not a
writer? No problem. This chapter will guide you through it.
SECTION TWO: TYPES OF ADVERTISING
MEDIA - YELLOW PAGES 101
CHAPTER TWENTY-SEVEN: YELLOW PAGES: PROS AND CONS (HOW TO DO
YOUR AD THE RIGHT WAY --------------------Page 202
Strengths and weaknesses of this very powerful
media plus how to make sure your ad has all it needs to succeed.
SECTION TWO: TYPES OF ADVERTISING
MEDIA - MAGAZINES 101
CHAPTER TWENTY-EIGHT: HOW TO ADVERTISE IN MAGAZINES -----------------------------------------------------Page
207
What are the reasons to do magazine advertising?
What are the reasons not to? Where are the best places to be
in a magazine? Its all in this chapter.
SECTION TWO: TYPES OF ADVERTISING
MEDIA - TELEVISION 101
CHAPTER TWENTY-NINE: HOW TO ADVERTISE ON TV ----------------------------------------------------------Page
212
TV is expensive but well worth the expense
if it turns out to be the right media for your message. It works
and pays for itself when you use it right.
SECTION TWO: TYPES OF ADVERTISING
MEDIA - INTERNET 101
CHAPTER THIRTY: SHOULD A SMALL TOWN BUSINESS HAVE A WEB SITE?
--------------------------------------Page 221
Is the internet right for your business?
Here's the place to find out.
SECTION THREE: ADVERTISING EXTRAS
CHAPTER THIRTY-ONE: HOME BASED BUSINESS: HOW TO GET BUSINESS
TO COME TO YOU---------------------Page 234
A home-based business is very different
from a store front downtown. Here's how to get the customers
to come to you.
SECTION THREE: ADVERTISING EXTRAS
CHAPTER THIRTY-TWO: SAVE MONEY USING CO-OP ADVERTISING---------------------------------------------Page
240
Why pay full price for you advertising
when you don't have to. Let some one else pick up part of your
ad tab. Here are the rules to help you set up co-op ads.
SECTION THREE: ADVERTISING EXTRAS
CHAPTER THIRTY-THREE: TECHNIQUES TO GET YOUR ADVERTISING NOTICED---------------------Page
247
Tricks of the trade that will help you
get your message to stand out and bring in more business.
SECTION THREE: ADVERTISING EXTRAS
CHAPTER THIRTY-FOUR: SOME FINAL THOUGHTS ON ADVERTISING---------------------Page
255
How to put it all together and make it
work.
Based in Bozeman, MT, Tom Egelhoff is the author of How To Market, Advertise & Promote Your
Business Or Service In A Small Town, and The
Small Town Advertising Handbook: How To Say More And Spend Less.
He is also a seminar and workshop presenter
and trainer. He may be reached at 888-550-6100 or PO Box
271 Bozeman, MT 59771-0271
Would
you like Tom Egelhoff to provide a keynote speech
or seminar at your business function or convention?
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