Karen Scharf | Small Business Marketing Consultant

Many of my clients say “I don’t want to bring up the negatives. I don’t want to put ideas in their heads.” But trust me, the ideas are already there. When prospects read your sales copy – or any sales copy for that matter – they are going to be skeptical. It’s only natural. You’re going to get some objections.

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You managed to entice your email reader or web surfer to click your link or your ad. In today’s cluttered web marketing world, that’s quite an accomplishment. But don’t start celebrating yet. It’s what happens after the click that determines the success of your campaign.

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On-line marketer, ProspectZone, increased open rates by 28% and click-throughs by 53% in a recent split-test. What can you learn from their results?

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A complex sale is generally a strategic decision on the part of the buyer, it requires education and capital appropriation and there are often several levels of decision makers involved.

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So, you decided it’s time to grow your small business, and you think advertising is going to generate the growth you need. Whether you choose to place an ad in your local newspaper, in a trade magazine, in an e-zine, or anywhere else you can think of, there are a few things you should know beforehand.

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