Table of Contents For:

"The Small Town Advertising Handbook:
How To Say More And Spend Less"


by Tom Egelhoff

FOREWORD - Page 7

Dr.George Arimond, Ph.D at the University of Wisconsin, gives his views about the value of my book to small business owners. To read the full text click here.

WHY YOU NEED THIS BOOK - Page 11

If you are like most business owners, you know your craft inside out but when it comes to marketing or advertising it's all Greek. This chapter sets you on the right course to advertising success.


CHAPTER ONE:
WHY YOUR ADVERTISING ISN'T WORKING - Page 19

In Chapter One of the basics of advertising you will learn why your advertising isn't working. Looking at common and costly mistakes and how to get stated advertising the right way.


CHAPTER TWO:
HOW TO FIND YOUR TARGET MARKET - Page 26

You must reach the right customer for your marketing and advertising plan to be successful and that starts with finding your target market. If you would like to read the first two chapters, Click Here.


CHAPTER THREE:
UNDERSTANDING WHY CUSTOMERS BUY - Page 29

In this chapter you will learn the psychology of the buyer and what motivates them during the decision making process. You'll also know what your customers really want and need and how to get customers to talk to you.

CHAPTER FOUR:
WHAT MAKES A GREAT AD - Page 43

Great ads don't just happen. In this chapter you'll learn the ten things that make a great ad as well as the steps in writing great ads that will boost your bottom line.

CHAPTER FIVE:
HOW TO DEVELOP A SUCCESSFUL AD CAMPAIGN - Page 50

Do the words "ad campaign" seem out of place for your small business? Yes small businesses develop ad campaigns every bit as successful as any major company. And you can do it too. Here's a step-by-step guide to develop your own plan and work it.

CHAPTER SIX:
HOW TO CREATE YOUR AD PLAN - Page 58

Learn who is most likely to respond to your ads and why. Develop your ad message and define what you want your advertising to accomplish.

CHAPTER SEVEN:
HOW TO DO MARKET RESEARCH
IN A SMALL TOWN OR SMALL MARKET - Page 64

How to find out what market research will tell you and how to profit from it. How to do your own low-cost market research and learn how to gather information.

CHAPTER EIGHT:
HOW TO CHOOSE THE RIGHT ADVERTISING MEDIA
FOR YOUR BUSINESS OR SERVICE - Page 71

Doesn't it make sense to make money advertising in the right media than to waste money in the wrong one. Here you will learn what to know before you buy advertising and level the playing field with the ad reps.

CHAPTER NINE:
HOW TO WORK WITH ADVERTISING SALESPEOPLE - Page 76

You will know what to ask for, how to evaluate your advertising results, know how to use demographic information, how to make the most of free publicity.

CHAPTER TEN:
HOW TO KNOW WHEN AND WHEN
NOT TO ADVERTISE - Page 85

Learn the times you should advertise and the times you should not.

CHAPTER ELEVEN:
HOW TO TEST YOUR ADVERTISING - Page 92

You'll learn how to create a plan to evaluate your advertising. How to test your ads. How to evaluate what's working and what's not.

CHAPTER TWELVE:
HOW TO USE SIX COMMON TYPES OF ADVERTISING - Page 98

Build your image, create a name brand, advertise a service instead of a product, business to business advertising, use co-op advertising and learn how to use PSA's.

CHAPTER THIRTEEN:
HOW TO SCHEDULE YOUR ADVERTISING - Page 105

You just don't put advertising out there any where at any time. Schedule it when it will do the most good.

CHAPTER FOURTEEN:
THE TEN MOST COMMON ADVERTISING
MISTAKES SMALL BUSINESSES MAKE - Page 111

Avoiding these ten common mistakes will save you thousands on your advertising.

CHAPTER FIFTEEN:
ADVERTISING: ARE YOU LEGAL - Page 119

There are many legal rules in what you can and cannot say in advertising. This chapter will show you what to look for to keep yourself out of legal hot water.

CHAPTER SIXTEEN: ADVERTISING 101:
SOME FINAL THOUGHTS - Page 123

Some last minute coaching tips to inspire you to great return on your advertising investment.

SECTION TWO:
TYPES OF ADVERTISING MEDIA - NEWSPAPERS 101
CHAPTER SEVENTEEN: WHAT YOU SHOULD KNOW
BEFORE YOU PLACE A NEWSPAPER AD - Page 126

Everything you need to know to place a newspaper ad that works.

SECTION TWO:
TYPES OF ADVERTISING MEDIA - NEWSPAPERS 101
CHAPTER EIGHTEEN: CREATING AN AD THAT SELLS
(IT STARTS WITH THE HEADLINE) - Page 140

How to write headlines that get attention and lead the reader into the meat of the ad

SECTION TWO:
TYPES OF ADVERTISING MEDIA - NEWSPAPERS 101
CHAPTER NINETEEN: HOW TO MAKE YOUR
NEWSPAPER AD STAND OUT - Page 209

You're in there with all your competitors. How do you stand out from the crowd? This chapter will explain how to do it.

SECTION TWO:
TYPES OF ADVERTISING MEDIA - RADIO 101
CHAPTER TWENTY: HOW TO MAKE
RADIO WORK FOR YOU - Page 152

How to decide is radio will work for you. All the evaluation tips you'll need.

SECTION TWO:
TYPES OF ADVERTISING MEDIA - RADIO 101
CHAPTER TWENTY-ONE: HOW TO BUY RADIO TIME - Page 209

Prices for radio time can be all over the place. Here's how to get the most bang for the buck.

SECTION TWO:
TYPES OF ADVERTISING MEDIA - RADIO 101
CHAPTER TWENTY-TWO: HOW TO DO RADIO & TV
INTERVIEWS AND MAKE THE MOST OF THEM - Page 171

Sometimes you need to face the public in commercials or to put out a fire or two. Here's how to do it without the stress.

SECTION TWO:
TYPES OF ADVERTISING MEDIA - DIRECT MAIL 101
CHAPTER TWENTY-THREE: DIRECT MAIL:
WHY IT WORKS AND HOW TO USE IT - Page 174

Direct mail can be the most cost effective way to advertise. Here is everything you need to do it right.

SECTION TWO:
TYPES OF ADVERTISING MEDIA - DIRECT MAIL 101
CHAPTER TWENTY-FOUR: DIRECT MAIL:
FORMULAS FOR SUCCESS - Page 184

How many pieces do you have to mail to reach your sales goal? All the formulas are here. Just plug in the numbers.

SECTION TWO:
TYPES OF ADVERTISING MEDIA - DIRECT MAIL 101
CHAPTER TWENTY-FIVE:
HOW TO KNOW IF YOU CAN SELL YOUR PRODUCT BY DIRECT MAIL - Page 192

Even the best media sometimes fails. Learn how to evaluate your direct mail program.

SECTION TWO:
TYPES OF ADVERTISING MEDIA - DIRECT MAIL 101
CHAPTER TWENTY-SIX: HOW TO WRITE
A DIRECT MAIL LETTER - Page 194

With direct mail you can't personally be there to make your case so your letter does it for you. Not a writer? No problem. This chapter will guide you through it.

SECTION TWO:
TYPES OF ADVERTISING MEDIA - YELLOW PAGES 101
CHAPTER TWENTY-SEVEN: YELLOW PAGES:
PROS AND CONS (HOW TO DO YOUR AD THE RIGHT WAY) - Page 202

Strengths and weaknesses of this very powerful media plus how to make sure your ad has all it needs to succeed.

SECTION TWO:
TYPES OF ADVERTISING MEDIA - MAGAZINES 101
CHAPTER TWENTY-EIGHT:
HOW TO ADVERTISE IN MAGAZINES - Page 207

What are the reasons to do magazine advertising? What are the reasons not to? Where are the best places to be in a magazine? Its all in this chapter.

SECTION TWO:
TYPES OF ADVERTISING MEDIA - TELEVISION 101
CHAPTER TWENTY-NINE:
HOW TO ADVERTISE ON TV - Page 212

TV is expensive but well worth the expense if it turns out to be the right media for your message. It works and pays for itself when you use it right.

SECTION TWO: TYPES OF ADVERTISING MEDIA - INTERNET 101
CHAPTER THIRTY: SHOULD A SMALL TOWN BUSINESS
HAVE A WEB SITE? - Page 221

Is the internet right for your business? Here's the place to find out.

SECTION THREE:
ADVERTISING EXTRAS
CHAPTER THIRTY-ONE: HOME BASED BUSINESS:
HOW TO GET BUSINESS TO COME TO YOU - Page 234

A home-based business is very different from a store front downtown. Here's how to get the customers to come to you.

SECTION THREE:
ADVERTISING EXTRAS
CHAPTER THIRTY-TWO: SAVE MONEY
USING CO-OP ADVERTISING - Page 240

Why pay full price for you advertising when you don't have to. Let some one else pick up part of your ad tab. Here are the rules to help you set up co-op ads.

SECTION THREE:
ADVERTISING EXTRAS
CHAPTER THIRTY-THREE: TECHNIQUES TO
GET YOUR ADVERTISING NOTICED - Page 247

Tricks of the trade that will help you get your message to stand out and bring in more business.

SECTION THREE:
ADVERTISING EXTRAS
CHAPTER THIRTY-FOUR: SOME FINAL THOUGHTS ON ADVERTISING - Page 255


How to put it all together and make it work.


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