By Sharon Bray-McPherson

One of the biggest keys to the ongoing success of any marketing campaign is to understand that it's not perfect. Results can almost always be improved; but figuring out how to get those improvements, that's done by testing.

Too many marketing efforts have gone down the tubes because marketers "went with their gut" on a campaign, believing they knew best what the customer would want. Remember that "New & Improved" ... sometimes isn't.

By Sharon Bray-McPherson

Too often those of us that own an online business forget that there's another advertising medium that business owners have been using for years, with excellent results.

That medium is Newspaper Advertising. Any online business owner that is not using the option of advertising in newspapers is losing potentially thousands of dollars per year.

Although print newspapers have lost some of their readership to online news sources there are still millions of homes in America that still buy newspapers, either by newsstands or home delivery.

By Sandy Baker

For years people have tuned into radio talk shows, radio morning shows as well as all those broadcasters and their funky styles. If you are like many, you flip on the radio as well. From a marketing standpoint though, do you realize the value of radio advertising? While many say that your marketing dollars should be split into various categories, you will find that this is an excellence place to start. What does radio advertising have to offer you?

By Tom Gauger

1. Know exactly what you want to accomplish before production begins. While you might not have every detail in place and know exactly how the commercial is going to take shape, you should take time and jot down all of your sales goals and expectations.

2. Don’t’ get caught up in the latest and greatest. While there is a host of video production and cool music effect software out there, make sure that your commercial is substance over style. This will always pay off in the end......

By Tom Gauger

As mom and pops and national companies alike try to keep a watchful eye on their business expenses, the time to find the perfect, yet affordable custom radio and TV commercial can be challenging at best. With so many would be “producers” and “musicians” out there claiming to be the latest and greatest, while operating out of a bedroom or basement, how do you get that commercial that sizzles both on TV and radio and yet not make you take out a second mortgage to finance the thing?

With the onset of the computer, the ease of creating a website and the affordability of some pretty amazing music and video software out there, it seems that so many loop based or for a better lack of terms, mediocre “companies” have sprung up all claiming of course to give you a fabulous track to your radio or TV spot – Only to find out that the talent is razor thin, with a crumby sounding jingle at best. Luckily, most are either not getting enough work or they have to heavily discount their work so much to get anyone interested that those who embark upon their services might as well have thrown their money away – You do get what you pay for most of the time. And if all you’re after is cheap, then go with one of those types of companies – But cheap usually equals cheap increases in your sales and revenues.

By Colin Arthur

You're On The Air!

Have you ever wanted to be on the radio? Produce your own radio talkshow? Ever since I was a kid I have been recording my voice, or my music on to various formats of tape recorders and most recently computers. (Check my music website at www.colinarthur.com) I am excited about some brand new recording devices (especially the iRiver, which records crystal clear to MP3 format), and a new forum called "podcasting" to get your message or music out to the world.

By Tom Gauger

Remember those great radio and TV spots from the 70s and 80s? And yet we have some great spots written today, but the fact is, that as companies and small business try to become more and more profitable, or in a lot of cases just plain sustainable, with increased competition from abroad, the marketing campaigns and budgets have either shrunk or become to thin trying to advertise in many avenues without a complete budget to back it up.

Advertising today has really changed and with this change comes opportunity to stand out in the crowd. With as many commercials that abandon the golden rules of advertising, now is a great time to think about your company ad, where you might place it, and then what you might include. The fact is, that great commercials written with great and rememberable jingles can really take off. You look at so much of the advertising that’s out there that only utilizes some dance loop in the background. While that might create some energy, it doesn’t create rememberability. You want to be remembered, than follow some of these golden rules and you’ll be well on your way.

By Patrick K. Porter, PhD

On a scale of one to ten most chiropractors will answer ten - sometimes even eleven!! Yet, patient education is one of the hardest concepts for chiropractors to manage. Many chiropractors talk to their patients about chiropractic issues or give them brochures but in a society that is largely visual, how much of that information is getting through effectively to the patient?

If only 10% of the population is accessing chiropractic care, it would follow that current marketing strategies employed by chiropractic professionals is not working or not working effectively enough. How many referrals or repeat clients could a chiropractic professional be missing out on because their patients are not properly educated about the many benefits of chiropractic care for them, their families and friends?

By Patrick K. Porter, PhD

Today and every day thousands of people will be referred as chiropractic patients. Why not to your office?

That’s what Jerry Ac, DC wants to know, and if anyone has the right to ask, he does. This “king of patient follow-through” built a referral empire that allowed him to practice chiropractic for nine years before retiring—at the age of 33.

“I have developed a system that helps me communicate in a very unique way with patients so they understand the seriousness and importance of chiropractic in their lives,” Dr. Ac says

By Dr. Ryan Marshall

When opening a private practice the number one way, and best way, to generate new patients is by word of mouth. During my first year in practice word of mouth brought in more new patients than any other venue we used. Ask yourself, would you prefer to pick your dentist thumbing through the phone book, or would you rather visit a dentist you have heard great things about from a friend or family member. While a phone book listing or ad may not be a bad idea, a personal referral from someone who knows you is far more superior. Your first resource to getting word of mouth referrals when opening a new practice is by educating your friends and family. Remember they are the beginning and sometimes the foundation for your network.