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Essentials Of A Successful Ad Program ( Part Three ) Hi, There are 6 essentials to making your advertising program a success. Today we'll cover numbers 5 and 6 together. 5. Give each advertising medium you choose a fair test. Advertising rarely brings sales overnight. Run your ad at least five times -- or at least two months in weekly publications -- to test out the market properly. Often, consumers need to get used to seeing your ad before they'll act on it. Results take time. 6. Don't overlook current customers. Nobody sells you better than a satisfied customer. So in your efforts to gain sales from new prospects, remember that you can build sales equally well through the customer referrals and repeat purchases of existing clientele. Maintain a mailing list and, at your earliest opportunity, start producing sale notices, newsletters, catalogues, or other goodwill and sales-generating materials for the customers you already have. Some of these items lend themselves to a direct mail campaign targeted at new prospects as well. Tomorrow: What's IN an ad Suzie? Home Decorations and Furnishings? Nice to have you here. Suzie Posted: Friday 25th March 2005, 1:16 AM

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