When you undertake a campaign you’ll experience a synergistic effect by promoting it via a variety of media. So, if you’re promoting your seminar in the newspaper and you also utilise direct mail you’ll get more responses than you would by running two campaigns promoting separate services.

Why? People may glance at your ad and think, “Mmmm…nah, that’s not for me.” But then they may also receive a direct mail invitation. Because they saw the ad in the paper first, they’re more likely to read the letter and vice versa.

Also, pillar promotion is very important in maximising your reach. For instance, certain people simply won’t read local papers but instead they may listen to the radio or read direct mail.

These people may be ideal prospects for you but if you stick with local papers you’ll never have the opportunity to do business with them because they’ll never see your ad.

Not only that, after a while you will reach saturation point with a certain medium so by alternating your marketing across a variety of media your ‘advertising’ life for a particular promotion or campaign or offer will be extended.

Kristina Mills
Internet Marketing and Copywriting expert
http://www.wordsthatsell.com.au