1. People do not care about you. They want to know what you can do for them. Don’t tell them in your ads how great you are, tell them the benefits they will get by working with you.
2. Repeat your message. Regular advertising takes 3-4 months to show results.
3. Create an outstanding headline for your marketing. It must convey an idea or intrigue the reader into wanting to read more.
4. Sponsor a special event that benefits a nonprofit organization. You may be able to attract media attention in the form of news stories, which means free publicity.
5. Establish a media budget at 10-15% of your projected gross income.
6. Always reprint favorable publicity in your websites, emailings, brochures, ads, etc.
7. Start your own ad agency and make your company your first client. When you place ads for your company, wear your ad agency hat and ask if the rates are commissionable. If they are, they will bill you for the cost of the ad less 15 percent.
8. Address your written message to an intelligent person. Don’t talk over anyone’s head or beneath their dignity.
9. Get personal. Don’t write to groups (“I think all of you will be interested…”), write to one person, the person who is reading your ad or letter. Use the second person (you, us), not the third person (they, them) — just like the way this article is written.
10. Include testimonials. Whenever you buy a note from someone, ask them to give you a letter of reference. Most people will be flattered you asked. Then use the letters or quote from them in your advertising. Be sure to post them on your website. The more your potential note sellers or investors can relate to people who have actually sold you a note or bought one from you
the better.
