JMCAUL, I simply said I can't agree with your position. I didn't agree then and I don't agree now. Can we just agree to disagree?

Why is there so much advertising? Hmm. Advertising agencies aren't in the business of selling products, they're in the business of selling more advertising. Advertising is their product. Return on investment for advertising is notoriously difficult to determine. But don't take my word for it. If you're interested in reading about this, try The Fall Of Advertising ... and the Rise of P.R. by Al and Laura Ries. Al Ries is one of the world's foremost experts on marketing and branding. So is his daughter Laura. Try ries.com and check out their books. You can also check out Jennifer Rice at the following url:

http://www.mantrabrand.com/index.html

Here are some highlights from my post.

1. Using advertising to build a business is not only extremely expensive, it's extremely risky and best suited for companies with deep pockets. Public relations is a much better tool. [There are lots of marketing experts who agree with this. This isn't just my opinion. However, I imagine that lots of people who work in advertising will disagree with this position.]

2. What's most important to small business is continuous focus on the fundamentals. [Again, lots of experts agree with this and it's common sense.]

3. Brand strategy for new products and services requires clarity and focus above all. [Again, lots of experts agree with this and it's common sense.]

4. Will advertising help anyone grow a business that isn't in a position to scale its operations? That's cart before horse in my opinion. [Again, lots of experts agree with this and it's common sense.]

In fact advertising is cart before horse unless the business is fundamentally sound and well managed. What's the fastest way to kill a bad idea or a poorly implemented idea? Tell everyone about it.

Last, in my previous post, I said "If there is a correlation, please show me. Cite some statistics or something." I hope this didn't seem snarky. I'm simply asking for information. If there is a correlation, I certainly would like to know about it. Most business fail because they are started by individuals with little or no experience. Failure has nothing to do with advertising, marketing, public relations, or anything except inexperience.

Use these tips and tricks to maximize the chances of generating new business from your business cards:

1.                    When shaking a prospective client's hand, always keep business cards in your left pocket to add to the shake if an opportunity presents itself. Even better, have one cupped in your left hand so you won’t forget to hand it out. Be cautious with your timing and be tasteful.

2.                    Refrain from giving out bent or dog-eared cards that have been at the bottom of your briefcase for ages. Invest in a card holder. You can find very elegant ones for under $30.

3.                    Print a calendar, appointment table, or a sports team's playoff season on the back of your business cards. Clients/fans will keep them handy and keep your name in front of them. Use these tricks and be creative!

4.                    Print a special discount offer or coupon on the back of the card.

5.                    Handwrite your home number, private cell number or other valuable information/trade secret on the back of the card to entice your clients to save it.

6.                    Attach a business card to a gift. For example, give a business card holder as a thank you gift and place your business card inside. Or, better yet, have your card designed as a Rolodex index card.

7.                    If you routinely give out seasonal gifts or specialties, attach your business card. For example: punch a hole in the top left corner of your business card and tie a pretty ribbon around to attach to the gift.

8.                    Send a business card in every piece of correspondence - letters, invoices, even your telephone bill. You never know when someone may need your services.

9.                    Scan your card in and use it as a graphic for when you exchange links with other websites. The other site can use your graphic as the link. Also, you can use this scanned image to send to newspapers and local events you sponsor. For example: your son’s hockey tournament always has a section in their advertising game schedule brochure for business cards.

10.                Place them in library books as if you used them as bookmarks. Visit bookstores/libraries and place them in books related to your business.

Let's see:

Examples of advertising that grow business- how about "Go Daddy" or "Head-On"?

Sure they are big, but the principle applies. If potential customers do not know about you they will not do busines with you.

Advertising does not need to be expensive. For instance, in my industry, you can actually mail at LESS than the single piece postage rate and you can target just those customers you want to reach. There's more to marketing than spending for ad-clicks. But to suggest that advertising doesn;t grow business is a little hard for me to understand.

Hi,

I recently joined this forum.  I agree, advertising is crucial to becoming well-known and getting your name out there.  But of course there are specific tactics, especially for start-ups and smaller businesses, such as guerrilla marketing techniques in order to succeed with gaining customers through adverstising. As the infamous Guerrilla Marketing book by Jay Conrad Levinson indicates, you really don't need to invest so much money into it, as long as you're consistent and have a long term plan. 

If anybody would like more information about guerrilla marketing feel free to ask, because I read the book and have actually implemented some of the tactics, which have proven to be quite successful.

-Ayat