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their own quotas and incentives. * Sales staff can use this season for supplemental (internal or external) training to refine their craft. Marketing is not a passive activity. You have to keep the pipeline full. So, periodically, it is important to reflect and assess how to rejuvenate your marketing efforts. This lull between the holidays is a perfect time to focus on all the behind-the-scenes marketing activities that will make next year, your best year yet! Title: The Best Way To Save Money On Advertising - Target Locally Word Count: 402 Summary: Over the years I have discovered exactly what derails an ad. More often than not, when an ad fails to produce results, the problem isn't with the ad. The problem is with WHO the ad reaches. Before you start blaming lack of response on your ad, stop a moment to consider who it is TARGETED to. Let's take a moment to look at Internet advertising. First off, let me say I dearly love advertising on the Net. The advertising rates for search engines and ezines are far, far low... Keywords: advertising,marketing,online directory,small business,Calgary,Canada Article Body: Over the years I have discovered exactly what derails an ad. More often than not, when an ad fails to produce results, the problem isn't with the ad. The problem is with WHO the ad reaches. Before you start blaming lack of response on your ad, stop a moment to consider who it is TARGETED to. Let's take a moment to look at Internet advertising. First off, let me say I dearly love advertising on the Net. The advertising rates for search engines and ezines are far, far lower than advertising your business on traditional media like TV or newspapers. For what one TV commercial would cost, I can advertise a business extensively for weeks, even months. But, as I'm sure you've realized by now, the Internet is no magic advertising medium. Just as often as with anywhere else, your ad can pull less than expected response. The problem is with lack of targeting. If most or all of your customers live in the geographical area of your store, using a search engine to reach people all over the world doesn't make much sense. You can consider your money wasted when somebody who will NEVER walk into your store reads your ad. The solution is to advertise on sites or ezines that reach YOUR customers at a very high rate. This could be a local site that provides sports scores for dozens of local sports teams. Or a site that lists a great many local building contractors. Very specific

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