Chapter 11 From imagination to …
effective marketing You should be dedicating 50 per cent of your time to running your business and the other 50 per cent to marketing your business. Brad Sugars — marketing expert and author
Key points
Use the Preneur Marketing Hierarchy to get the right message to the right people.
Start at the bottom of the hierarchy and work your way up.
Use the AIDA principle (Attention, Interest, Desire, Action) to create successful ads.
The key to effective marketing is not large headlines, bright colours or an eye-catching image. Sure, these things will help attract attention to your ad, but the aim of a marketing campaign is not simply to have people notice the ad. The aim is for them to notice the ad and then purchase from you. The first step means nothing without the second. The key to successful marketing is reaching the right people with the right message using the right advertising at the right time for your business.
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