Getting people to take an interest in something you have to sell is a challenge. There are so many companies that spend a significant percentage of their profits in reinvesting in things like advertising and publicity. It goes without saying that not every company needs to do this, first of all, some companies are too small to be in a position to reinvest too much in advertising and secondly, companies like general electric, national grid, and the MTA, don't need to spend time trying to get your business because they have it by default. (I'm not going to comment on the problems both philosophical and political regarding monopolies because it is too much to get into and I don't have the time rite now)
Today I'm addressing this article to those who have small business and don't have the money to reinvest in a major way without getting too bogged down in farther debt. What small businesses need to realize is that there are alternatives to spending a fortune on advertising. It is all about doing for your business what you can and if you're not in a position do to what major companies do then you have to be smart and take a psychological angle. You have to find hooks. What I man by hooks is something about your store that sits in the heads of people passing by and sticks similar to an ear worm (a part of a song that you just can't stop singing to yourself) the way to do this is not a science but there are tips and in order to begin we need to do a crash course in psychology
What do people what? If we ask that question in an open sense we could be here for a long time, and I don't plan on delivering my perspective on the innermost desires of humanity, one because I don't know them and two because I'm not sure anyone does. But I think we call all agree that everyone wants to be happy. It therefore follows for this that the goal of any advertising campaign should be to make people think that they will be happy if they have what you want to sell.
This needs to be implemented into the most basic part of you store front. You need to have things like mannequins doing things that people enjoy. In a previous article I wrote about how someone used mannequins around a camp fire in order to get people interested in his camping supply store. The creative uses of things mannequins in your window store front, has an enormous psycho0logicall effect. This is what people should be using to try to make things work without having to spend a fortune.
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