How To Get Other Businesses
To Pay For Your Advertising
By Eric Ruth
There’s a time and place for paid advertising (direct mail, space ads, radio spots, etc.), but why should YOU pay for it when you don’t have to?
The economy’s in a recession.
Media sales are waaaaay down.
IDIOCY!
I’m amazed when I hear that companies cut back on marketing during tough economic times.
If you need cash flow (as all businesses do), it’s lunacy to curtail marketing.
Particularly since everyone else is doing it.
That’s the KEY indicator right there.
Never follow the herd! Don’t be a lemming. You’ll end up splattered on the rocky shores of Dover.
Be a contrarian and you’ll prosper. Follow the herd at your own peril.
Think about it.
If everyone else is pulling their marketing, doesn’t it make sense that you’ll get greater exposure – and results – if you don’t?
But why pay for advertising when you don’t have to?
Here’s how you can get FREE advertising – and lots of it.
This is not JUST a holiday promotion, but it can work extremely well around the new year.
Action Plan:
Look through all your local newspapers, val-pak type coupons, listen to the radio commercials, etc. to find home fitness equipment retailers who are running special “get ready for the new year” promotions.
Can’t find any?
Pull out your yellow pages and look under Fitness Equipment to get the names and addresses of all the retail stores in your area.
This will work better with retail locations that are already advertising, so make sure you exhaust all the publications in your area looking for ads, but if you can’t find any then you will need to be a little more persuasive when you approach retailers who aren’t currently advertising.
Clip all the ads you find and call the stores. Ask to speak with the owner or manager. Tell them who you are, what you do, and tell them you have a great win-win offer that will certainly boost the response to their advertising AT NO ADDITIONAL COST TO THEM! Set up an appointment TODAY to go and speak with them.
Bring your testimonial book (you DO have one, right?), or any documentation of your credentials, successes, expertise, etc. You will be SELLING yourself, so be prepared.
At the meeting, explain that you would like to GIFT the retail store with your expertise by allowing them to offer one or more personal training sessions with you to any customer purchasing equipment over a predetermined amount (i.e. $250).
Come up with a catchy name for this offer – like a “Fitness Jump-Start” package or a “New Year’s Resolution Fitness Package”.
Tell the retailer you will allow him to use your name (Jane Glutes, Anaheim’s Premier Personal Fitness Trainer) and your fitness package name in their advertising as a FREE BONUS to anyone purchasing $250 or more in equipment before January 20 (or whatever date you mutually decide upon).
But wait, there’s more…
Also tell the retailer that you will GIFT every single customer, regardless of the amount of purchase, with your FREE special fitness report (11 Secrets To Keeping Your Fitness Resolutions) or whatever you call it.
The only “catch” for the free report offer is that the retailer has to provide you with the names and contact info (including phone number) of each customer who he gives the report to. If you have ANY doubts that he will fulfill on this agreement, then you should stipulate that YOU will mail the report directly to the individuals who purchase. That way you force him to give you the names.
Do you see how this is a WIN-WIN deal?
Now, I’ve used fitness equipment retailers as an example because they will provide you with the best quality prospects, but you could certainly work this deal with any related business:
Massage Therapist
Beauty Salons
Nutritionist
GNC type stores
Chiropractor
The list goes on…
And this opportunity is NOT limited to just this time of year, you could work this deal anytime. It’s just that you have a distinct emotional trigger (new year resolutions) working to your advantage in the holiday season.
This deal will work better with those who are currently advertising because, well… they’re currently advertising and they get an additional bonus offer to include in their ads.
But you can still approach companies who are not currently advertising and make this offer to them. Just EDUCATE them about the importance of taking advantage of this incredible time of year.
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