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Publicity
How can a small business create a big advertising impact? A well-executed publicity plan provides a small business with a large advertising bang.
Use Community Publications
Many communities produce a weekly newspaper or a monthly newsletter. These publications have a small distribution network and focus on businesses and events that directly impact community residents. As such, advertising rates are lower for these publications than are the rates for larger circulars.
Present a Finished Product
Editors and writers are busy individuals. They do not have the time to write an effective article about a small business, unless they have a compelling reason to do so. A small business owner should provide the editor with a complete, well written, and reader-specific story. One size does not fit all when it comes to publicity. The features and services that appeal to urban readers may differ dramatically from those that appeal to rural readers.
Work the Network
A small business owner should take advantage of the variety of venues available to him. The local chamber of commerce provides an unparalleled opportunity for business owners to interact with one another and exchange advertising strategies. Furthermore, a small business owner can parlay the contacts made at a chamber meeting into introductions outside of the chamber setting.
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