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        <title>MY AUTOSURF SECRETS Exposed Traffic Tips Marketing Secrets Online Traffic Exchanges.</title>
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    <outline type="rss"  title="&amp;lt;p&amp;gt;&amp;lt;small&amp;gt;&amp;lt;font color=#B0B0B0&amp;gt;Article source: &amp;lt;a href=&amp;quot;http://www.cumuli.com/&amp;quot;&amp;gt;http://www.cumuli.com/&amp;lt;/a&amp;gt;. Used with author's permission.&amp;lt;/font&amp;gt;&amp;lt;/small&amp;gt;&amp;lt;!-- AdCentsPro --&amp;gt;   &amp;lt;p&amp;gt;This is the second article of a three-part series. I'm  illustrating the marketing challenges of a small business,  PrescottWeddings.com.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;Our goal was to both build the PWC brand and drive traffic to  the Web site. Advertising regularly was essential. Yet it was  also essential to keep our costs down. So we leveraged our  monthly newspaper advertising to stretch our marketing  dollar as far as we could.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;How did we do that? We &amp;quot;thought small.&amp;quot;&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;We bought one inch by two column inch ads (a column inch  in this particular publication is approx. 1.88 inches). The ads  were one inch high and almost 4 inches long.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;To reflect the small ad, the copy also had to be short and  sweet.  Like so:&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;www.PrescottWeddings.com. Everything you need to say &amp;quot;I  do.&amp;quot;&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;Just the name of the business and the slogan.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;We put the name in large type and made the tagline much  smaller.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;Did it work?&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;The first day this ad ran, we garnered 350 hits on the Web  site and several phone calls from business owners who  wanted more information.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;And that was just the beginning. Hits steadily grew during  the campaign, and every time it ran we always noticed a  jump.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;Not bad for a little ad.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;Conventional wisdom says bigger is better. And while it is  true that big ads stand out (after all, they do take a big chunk  of real estate on the page) it doesn't mean big is the only  way to go. Small ads can pack a punch too.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;Why did the PWC ad work? First of all, it got noticed  because it stuck out (yes, small ads can stick out). It had an  odd shape -- long and thin, not a square like so many other  ads. The name was big -- bigger than many other fonts  surrounding it. (But not so big that the ad lacked sufficient  white space.)&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;But probably the biggest reason it worked was because the  message was simple. This is clearly a Web site about  having a wedding in the Prescott area. Therefore if you're  involved with weddings, whether as a business or on a  more personal level, and you're also associated with  Prescott, then this is a Web site clearly worth taking a peek  at.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;People instantly got the message. And they got it even if they  only scanned the paper. It was quick and painless for them  -- something all ads should strive to be.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;What's also interesting is how this ad hit its target market.  I've spoken to people (mostly men) who have no interest in  getting married and have never seen the ad even though  they read the paper. Conversely, businesses in the wedding  industry and brides have said they see the ad all the time.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;Now, you may have a business name that doesn't capture  your business' products or services as well as  PrescottWeddings.com (my business name for example). In  this case, why not think of a catchy tag line you can use in  those small ads to drive people to your Web site?&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;Web sites can be huge, wordy, information-stuffed selling  tools. So use short, sweet one-message statement to get  people to go look and learn more about your business  rather than try to shove everything in an ad. Don't forget to  include your business name and logo for branding  purposes.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;Okay, so small ads with one simple message work. For the  final key in PWC's marketing program, check out Part 3:  Frequency, frequency, frequency.&amp;lt;/p&amp;gt;  Michele Pariza Wacek owns Creative Concepts and  Copywriting, a writing, marketing and creativity agency. She  offers two free e-newsletters that help subscribers combine  their creativity with hard-hitting marketing and copywriting  principles to become more successful at attracting new  clients, selling products and services and boosting  business. She can be reached at &amp;lt;a target=&amp;quot;_new&amp;quot;  href=&amp;quot;http://www.writingusa.com&amp;quot;&amp;gt;http://www.writingusa.com&amp;lt;/a&amp;gt;&amp;lt;/p&amp;gt;" text="&amp;lt;p&amp;gt;&amp;lt;small&amp;gt;&amp;lt;font color=#B0B0B0&amp;gt;Article source: &amp;lt;a href=&amp;quot;http://www.cumuli.com/&amp;quot;&amp;gt;http://www.cumuli.com/&amp;lt;/a&amp;gt;. Used with author's permission.&amp;lt;/font&amp;gt;&amp;lt;/small&amp;gt;&amp;lt;!-- AdCentsPro --&amp;gt;   &amp;lt;p&amp;gt;This is the second article of a three-part series. I'm  illustrating the marketing challenges of a small business,  PrescottWeddings.com.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;Our goal was to both build the PWC brand and drive traffic to  the Web site. Advertising regularly was essential. Yet it was  also essential to keep our costs down. So we leveraged our  monthly newspaper advertising to stretch our marketing  dollar as far as we could.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;How did we do that? We &amp;quot;thought small.&amp;quot;&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;We bought one inch by two column inch ads (a column inch  in this particular publication is approx. 1.88 inches). The ads  were one inch high and almost 4 inches long.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;To reflect the small ad, the copy also had to be short and  sweet.  Like so:&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;www.PrescottWeddings.com. Everything you need to say &amp;quot;I  do.&amp;quot;&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;Just the name of the business and the slogan.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;We put the name in large type and made the tagline much  smaller.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;Did it work?&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;The first day this ad ran, we garnered 350 hits on the Web  site and several phone calls from business owners who  wanted more information.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;And that was just the beginning. Hits steadily grew during  the campaign, and every time it ran we always noticed a  jump.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;Not bad for a little ad.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;Conventional wisdom says bigger is better. And while it is  true that big ads stand out (after all, they do take a big chunk  of real estate on the page) it doesn't mean big is the only  way to go. Small ads can pack a punch too.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;Why did the PWC ad work? First of all, it got noticed  because it stuck out (yes, small ads can stick out). It had an  odd shape -- long and thin, not a square like so many other  ads. The name was big -- bigger than many other fonts  surrounding it. (But not so big that the ad lacked sufficient  white space.)&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;But probably the biggest reason it worked was because the  message was simple. This is clearly a Web site about  having a wedding in the Prescott area. Therefore if you're  involved with weddings, whether as a business or on a  more personal level, and you're also associated with  Prescott, then this is a Web site clearly worth taking a peek  at.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;People instantly got the message. And they got it even if they  only scanned the paper. It was quick and painless for them  -- something all ads should strive to be.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;What's also interesting is how this ad hit its target market.  I've spoken to people (mostly men) who have no interest in  getting married and have never seen the ad even though  they read the paper. Conversely, businesses in the wedding  industry and brides have said they see the ad all the time.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;Now, you may have a business name that doesn't capture  your business' products or services as well as  PrescottWeddings.com (my business name for example). In  this case, why not think of a catchy tag line you can use in  those small ads to drive people to your Web site?&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;Web sites can be huge, wordy, information-stuffed selling  tools. So use short, sweet one-message statement to get  people to go look and learn more about your business  rather than try to shove everything in an ad. Don't forget to  include your business name and logo for branding  purposes.&amp;lt;/p&amp;gt; &amp;lt;p&amp;gt;Okay, so small ads with one simple message work. For the  final key in PWC's marketing program, check out Part 3:  Frequency, frequency, frequency.&amp;lt;/p&amp;gt;  Michele Pariza Wacek owns Creative Concepts and  Copywriting, a writing, marketing and creativity agency. She  offers two free e-newsletters that help subscribers combine  their creativity with hard-hitting marketing and copywriting  principles to become more successful at attracting new  clients, selling products and services and boosting  business. She can be reached at &amp;lt;a target=&amp;quot;_new&amp;quot;  href=&amp;quot;http://www.writingusa.com&amp;quot;&amp;gt;http://www.writingusa.com&amp;lt;/a&amp;gt;&amp;lt;/p&amp;gt;" url="http://www.myautosurfsecrets.com/advertising-on-a-budget-a89.html"/>
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