27 most common mistakes

[Phil Nilsson]

I look at advertising as the first step to getting business but also as an "insurance policy" to keep the momentum going. Sometimes the cost as a percentage of sales is meaningful, sometimes not. When I was in this business ... my very first brochure cost me $5,000 upfront out of pocket, but fortunately paid for itself the first year, repeat biz also resulted but the real "kicker" from that first brochure ... was a very large condo site that received my brochure, filed it away for future reference ... and then four years after receiving it, went to the cabinet, found it and called me. I got that contract ... $40,000 plus summer ... around $20,000 plus for the winter ... held it for 4 years ... so when you think back to spending that $5,000 upfront ... seems a small amount.

In a nutshell advertising is "seed money" you spend to help produce a new crop of customers ...

[ACutAbove 217]

I look at advertising as the first step to getting business but also as an "insurance policy" to keep the momentum going. Sometimes the cost as a percentage of sales is meaningful, sometimes not. When I was in this business ... my very first brochure cost me $5,000 upfront out of pocket, but fortunately paid for itself the first year, repeat biz also resulted but the real "kicker" from that first brochure ... was a very large condo site that received my brochure, filed it away for future reference ... and then four years after receiving it, went to the cabinet, found it and called me. I got that contract ... $40,000 plus summer ... around $20,000 plus for the winter ... held it for 4 years ... so when you think back to spending that $5,000 upfront ... seems a small amount.

In a nutshell advertising is "seed money" you spend to help produce a new crop of customers ...

Phil, will you give me $5000 to "plant some seeds"?

[boazcat]

Thanks Phil for the advice.

[Allan]

Thanks Phil for the advice.

Ditto.

[Phil Nilsson]

The biggest mistake ... made over and over ... is writing ads that are a recap of "features" ... and ignoring the "benefits" ... this is by far the top mistake in the 27 lineup.

[Phil Nilsson]

Phil, Is there companys out there that will do the direct mailing for you. Especially if u have a layout for a ad or postcard mailer. Any ideas on how to get started in the direct mailing. Thanks

Start by defining the goals ... sounds simple but exactly what do you expect to happen from your mailing? ... number of responses, type of offer, mailing materials and so on.

[rustyt22]

i cant wait to see the rest of these! keep 'em rolling!

[Phil Nilsson]

That was it ... that's the 27 ...

[drlawn]

hey phil love your advertising stragies

[Phil Nilsson]

hey phil love your advertising stragies

Thanks ... hope you got some ideas that will prove helpful ...

[N.TX]

Hey just to let you guys know it isnt bumping his count up on posts .... he is posting in his own thread and so it doesnt count towards his post... lol

[rustyt22]

Kevin, the bad thing about the partner is that every human being in the world, no matter how alike, has a different view of the way they want their business to be. One little argument or misunderstanding can make all three of you hate your business, and that is extemely unfortunate. You've spent all this money and time opening a business to be happy, and get out from working for other people, and you've grown to hate your own business. It leads to many business failures, closings, etc, no matter how much income the business makes. Not only have I heard it from Phil hear, but ANYONE else I've ever asked.

[Ryan Lemons]

well you should make it a incorparation once you make it the way you want that way no one will put you down or try to change anything cause then they will pay the fines from you.

[Phil Nilsson]

So why not a partner...

Just for the Yankees.
HEY YA'LL

They simply don't work

[Watkinslawnservice]

So why not a partner... I'm sixteen and naive, I'm starting up with a bro. and a friend here in East Texas. Please if you have any ideas help me out I'll do what I can to help you.

Just for the Yankees.
HEY YA'LL

Another reason it doesn't work--- Why would you want to give someone half of the profits when you could pay a helper a fraction of that?

2 partners need twice as much income generated to be successfull so why not start 2 seperate businesses and you both can do whatever you want.

Dave