Marketing Resources and Advice

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1. The first key to small business advertising success is knowing what you’re really promoting. It’s said that folks don’t buy items or services — they buy feelings and studies. For example, the Keg Steakhouse moves a large number of steaks, but look at their ads: What they’re really selling is good times with family and friends.

Why did Michelin use a baby in a tire with the tagline “Because lots is riding for your tires” for years?Because Michelin is actually promoting safety, not just tires. And the baby in a tire crusade told people that a technique they can feel like good folks was buying Michelin tires.

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