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Marketing - Advertising for community groups.

Expert: Boaz Gal - 7/3/2009

Question
QUESTION: Hi Boaz

I plan to go to the local show and have a sign up with many community groups and solutions to help people. I have a number of different groups and ideas listed on my sign. I have a model of the sign at http://advantagein.com/showsignmodel.pdf that is close to scale. I am thinking of putting the first page you will see on the left hand side of the larger sign containing the information on page 2. Does the layout look good and do you have any suggestions that would help grab people’s attention more?

I plan to print the sign on A3 sheets of paper and join them together. The larger sign containing the information on page 2 will be about 3 feet wide and 4 or 5 feet high. I plan to put the base of it at the level of the table so that the top should be about 7 feet above the ground. The smaller sign with the largest heading on page one could be placed at eye level on the left hand side and close by the other sign at the back of the table. I may place an arrow in the blank space pointing to the sign on the right. I am not sure if you have any suggestions for display purposes.

I want to give the impression to people that the groups and ideas are totally separate so that that if people are turned off by one of the subjects, they will realize that they will not be pushed with information about another subject that they are not interested in.

I have not found similar information anywhere else about many of the things that I have written. A lot of people get sick of reading information that they already know. So I thought of a catch line to give the impression that it is rare or unique. I thought “Rare Information” could be a good subheading. However, another word or phrase may be better. For example “Exclusive” “Unique” or “Unavailable elsewhere”. What do you think?

I also have similar information on my webpage that links to the different sites at http://advantagein.com/overview.htm . However, I have not made the imbedded heading texts in large print on the page like I did in the ad. Perhaps I could do that?

I value you suggestions and would be happy to link to your site for your help.

Your help would be appreciated,
Regards Richard.

ANSWER: Hello Richard

For some reason my answer were not sent.

I think your materials are great but I thought you should concentrate on one of them.

Give them one great thing. put it in simple terms and let them do the rest.
I'm sure it will work. Go for it. It sounds right and you should be succesful.

I wish you all the best of luck
Boaz

---------- FOLLOW-UP ----------

QUESTION: Hi Boaz

Thanks for the letter. Based on some advice I received from my sister, I thought another heading may be better for the main title on the left hand sign. I could use the below.

New ideas
& solutions

My sister suggested that if I use “community groups” in the heading, then people may think it is only referring to well known community groups which people have heard of before and therefore my sign and stall may not get a lot of interest. She suggested not to use “community groups” in the main heading. What do you think? Do you suggest the above heading would be good and do you suggest anything else or do you suggest that I add something else. The rest of the sign may have to remain the same for this show as I am running out of time.

I heard elsewhere that concentrating on the one thing would be better if one particular topic is of primary importance. However, a problem is I have many things and many of them are important. As a result my sign could contain some things that some people are not interested in. For example, politics and religion. However, other people who are referred to my site would mainly be interested in those things. If I did not include them, those people would not be interested in any of my sites. Some small minded people who are only interested in subjects like inventions or the weather could be turned off by the links to the contentious sites and may not want to read any of my sites as a result. However, people that have that attitude would only be in the minority and I do not think those people would be worth dealing with anyway as they would be difficult to work with. Subjects like politics and religion are important and I feel it would be important to indicate to people that I have those websites. However, on the specific sites themselves I only target the subject so people are not forced to read info that they do not want. Although, I do have a link to my other sites. I want to give the impression if people are only interested in a particular website that I will not send them information on the other subjects that they do not want. I have specific letters that people can share relating to a specific site. At the top of the page I stated that the websites where separate. I am not sure if you have any suggestions on what else I could say to indicate this.

Your help is appreciated,
Regards Richard.

Answer
Richard

You are doing great job and I think you should adopt your sister's suggestion.

As for the rest: the question is not whether or not the topics are serious or essential. the question is what creates better exposure?

I was working with a politician that wanted to use every square inch of space he had on the newspaper. As a result the exposure were somewhat limited.

"want to feel good again ?"

will get you 99% interest.

"we have various channels & ideas for you..."

the idea is to create dialog with your potential audience. Everybody wants to feel good. they will listen to what you have to say... for 30 seconds. If you are smart enough to get their attention again - they will eat from your hand...

You are going to be okay and successful. I wish I could be there.
Boaz

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