Nose to the Grindstone: Marketing Your Firm

Its now been just over 2 weeks since we launched our new website — introductory post here. As a consumer website, getting the word out is crucial to the success of as we kick off our first free leagues during NFL 2008.

We are continually pushing our name, concept, and ‘value proposition.’ We are email, calling, writing, commenting, faxing, and generally hustling. We have not spent any money on advertising, although we did spend $140 to issue our press release over PRWeb.

The June 24th Guerilla Marketing Weekly Intelligence email from Jay Conrad Levinson really spoke to our current situation. The title of the edition is Patience in Marketing.

It lays out a typical advertising situation that a new business might find itself in — advertising in a local newspaper. The article then goes on to quote an article written in 1895 in London about advertising — it is a list of 20 statements. Here are numbers 1, 6, 11, and 17.

1) The first time a man looks at an advertisement, he does not see it

6) The sixth time, he turns up his nose at it.

10) The tenth time, he asks him neighbor if he has used it.

17) The seventeenth time, he makes a memorandum to buy it.

Levinson believes this 20 step process of advertising and making a purchase is as valid today as it was in 1895. I don’t know if the number is 20 or 12 or 5 — there are many variables (price of product, psycho-demographics of target market, competition, etc) that affect the purchasing decision.

That said, it is hard to get people to take action. Especially when it is going to cost them — could be money, time, status, happiness, health, etc.

The web, other media, and innovations (ie coffee cup jackets) give entrepreneurs many more tools than traditional advertising (think 1895), but the struggle is the same. As we build out we are trying many of these methods, but know that we have only taken one step in the process that Thomas laid out and Levinson shared.


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