Walk Like a Giant, Sell Like a Madman

10.8. Investing in Paid Advertising

When you are looking for a significant, almost instantaneous marketing boost, you may want to consider investing in paid advertising. Most high-quality advertisers already have established vehicles for distributing their ads, such as magazines, newspapers, and web sites, so they can quickly get the word out about you.

If potential clients watch TV, listen to the radio, or read the local newspaper, you should establish a presence in these media channels. Following are some possible options to consider:

• TV commercial: In most areas, you can find video production companies that will guide you through the process of producing and broadcasting a 30-second commercial on local or even national stations. The expense of producing and airing a commercial can vary greatly depending on the video production company and the advertising rates that stations charge.

• Radio advertisement: Radio used to be a great way to get the word out, but it is becoming less attractive due to the popularity of satellite and Internet radio. Unfortunately, radio advertising rates have not declined to reflect the decline in listeners.

• Newspaper advertisement: Taking out an ad in print publications, including newspapers, magazines, and professional journals that your clients are likely to read, can give you a marketing boost. Just remember to create an attractive ad that promotes your brand and has a catchy headline.

• Billboard: Although billboards are old-school, they can still be ...