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Paperitalo Publications
Talo Analytic International, Inc.
22 Aug 2014
IN THIS ISSUE
What do you advertise?
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This objective of this newsletter is to clarify and debunk the world of electronic advertising.  If this does not interest you or is not in your line of work, please kindly unsubscribe below.  We certainly don't want to clutter your inbox with irrelevant material.
 

What do you advertise? 

 

JRT

Seems like an elementary question, doesn't it? What do you advertise? In the language of Paperitalo Publications, you advertise what spins your invoice printer the fastest.

 

However, this message alone will gather you no customers. It is the same thing as saying, "Buy from us what makes us the most money." Not a compelling reason to do anything on the part of a purchaser, is it? Have you ever bought anything based on the profitability to the seller? Likely not, if you exclude purchases for your child's school fundraiser.

 

On the other hand, saying something like, "You need a pump, so buy our pump, it's pretty" also will not gather any business into your ledger.

 

You knew it all along: you have to advertise features. Your advertising should send the message that a purchase from you will create a gain or eliminate a pain.

 

Yet, even this alone is inadequate, for as a stand-alone statement, creating a gain or eliminating a pain is merely balanced against doing nothing. It ignores your ever-present competitor. We know there is always a competitor lurking just around the corner.

 

So, it becomes complicated-you must find a likely buyer, persuade the likely buyer to do something rather than nothing, to do that something with you, not your competitor, and, by the way, we would like for you to do it now.

 

It takes talent and experience to create a message with such impact. We can work with you to dissect your product or service, or work alongside your own advertising agency, to do so. Then we can help to assemble the basic components of the message into a coordinated advertising campaign.

 

In business-to-business sales, there once were only two ways to do deliver such a campaign message: graphically-with an attention grabber, or textually (in copy)-with an argument maker. Now we can add audibly with internet radio, a place where you can garner attention and make your case, too. Then, go even one step further, by adding simultweetingTM (tweeting supplemental information alongside a radio commercial). Tweeting can create a very powerful message delivery system at very low cost.

 

Yes, the basics stay the same-features, value proposition, superior choice compared to any other option. Now, however, the ways of delivering the message have improved dramatically. Seize the methods before your competition does.

 

Jim Thompson is CEO and Executive Editor of Paperitalo Publications. He can be reached by email at jthompson@taii.com.  

 

For more information on Paperitalo Publications, feel free to contact:    

 

Curt Gifford  

cgifford@taii.com
770-367-4823

 

Helen Roush

helen.roush@taii.com

937-403-8602 


Jim Thompson
jthompson@taii.com
678-206-6010
 

More Paperitalo Resources on Marketing...          

Thoughts on Marketing, Episode 1
  The need for marketing, no matter your business.

Thoughts on Marketing, Episode 2
  One of the most effective marketing tools--if you have the patience.

Thoughts on Marketing, Episode 3
  The power of the QR Code and other techniques.


 
ABOUT PAPERITALO PUBLICATIONS

 "Paperitalo" (pop-er-ree-towel-o) is Finnish for "Paper House."  We produce and distribute, electronically only, many publications dealing with all matters in the pulp and paper industry worldwide.  You can see a list of these here.  Additionally, we broadcast live, and in podcast form, from  Pulp and Paper Radio International.

Our print publications are the highest ranked publications in the pulp and paper industry worldwide according to alexa.com.  We publish our and our major competitors' Alexa rankings each Monday here.

We currently experience around 20,000-plus clicks, or as we like to call them "touches", every day from around the world.  This means on average, every minute of every day, slightly more than 14 people choose to click on to one of our publications or podcasts.
Paperitalo Publications, a subsidiary of
Talo Analytic International, Inc.
4018 Keeneland Court
Duluth, Georgia 30096
678-206-6010

Vice President, Content Channels--Steve Roush

Sales Manager--Curt Gifford

Regional Sales--Art Burgess

Vice President, Communication Sciences--Helen Roush

CEO & Executive Editor--Jim Thompson

Vice President, Operations--Allison Gifford
Talo Analytic International, Inc.
4018 Keeneland Court
Duluth, Georgia 30096
678-206-6010