BE YOUR OWN BOSS
Brief guide to establishing a home business, including advertising for a small business, move slowly, write it yourself, steady state, how much and where, sell with the truth.
Good sound entrepreneurial advice is a commodity that's
getting harder and harder to come by in these days of
economic uncertainty. For that reason, MOTHER offers the
following column by Dan Ogden (a fellow who launched his
own multimillion-dollar venture in 1976 with a shoestring
investment of $850!) . . . to provide all you aspiring
businessmen and -women with the hard-facts kind of
information you need to start a new enterprise (or keep an
old one running) and to realize the fulfillment that can be
had from operating your own business!
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Too many "greenhorn" shoestring businessfolk are
alternately fascinated and terrified by the "glamour" of
advertising ... probably because the "ad game" is one of
the most misunderstood aspects of running an
enterprise. And it's also the area where a first-time-out
businessperson is most apt to make mistakes (usually costly
ones), often due simply to a misconception of the
purpose of advertising. An entrepreneur can get
caught up in the excitement of seeing his or her name in
print, and start an ill-fated ad campaign without
understanding even the fundamentals of good advertising!
As a commercial advertiser (one who uses ads to sell a
product), your ultimate goal is twofold: First, you want to
discover the unique advantages) of your goods or service .
. . and second, you want to express that
advantage, giving your customers one or more good reasons
to try your offering. To help you achieve that
aim, I'm going to present seven basic rules of advertising
that should enable you to avoid the most common pitfalls.
MOVE SLOWLY
The first principle is, strangely enough: Put all
advertising off until your business has established
itself . Now I realize that may seem a little
self-defeating, but it's actually a sound piece of advice
for the fledgling entrepreneur to follow. As I mentioned at
the beginning of this column, it's all too easy to get
hooked by the glamour of the ad game and crank up a
massive campaign before even you are thoroughly
familiar with your product. You need to understand, and be
in close touch with, your market before you advertise.
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