Jay Levinson on Selecting the Right Media

[Editor's Note: My Guerrilla Marketing Goes Green co-author, Jay Conrad Levinson, sent this in a newsletter recently. He presents so much clarity in so few words that I asked for (and received) permission to run it here. I would add a #14: The power of websites—when not used to replace another category—is the amazing combination of immediacy and audience specificity. People looking for your exact expertise can find you instantly.
—Shel Horowitz, Editor, Down to Business]

Some media are apples and others are oranges. What works in one medium may not work in another. Guerrillas have insight into the powers of each medium. They tap those strengths to use the medium to its greatest advantages. Here's what they know about media power:

1. The power of newspapers is news. Marketing that is newsy gets noticed because news is on the forefront of readers' minds.

2. The power of magazines is credibility. Readers unconsciously attach to the advertiser the same credibility that they associate with the magazine.

3. The power of radio is intimacy. Usually radio is a one-on-one situation allowing for a close an intimate connection between listener and marketer.

4. The power of direct mail is urgency. Time-dated offers that might expire before the recipient can act often motivates them to act now.

5. The power of telemarketing is rapport. Few media allow you to establish contact in a give-and-take situation as adroitly as the telephone.

6. The power of brochures is the ability to give details. Few media allow you the time and space to expand on your benefits as much as a brochure.

7. The power of classified ads is information. Nobody in their right mind actually reads the classified ads except for those in a quest for data.

8. The power of the yellow pages is even more information. Here, prospects get a line on the entire competitive situation and can compare.

9. The power of television is the ability to demonstrate. No other media lets you show your product or service in use along with the benefits it. offers. TV is still the undisputed heavyweight champ of marketing.

10. The power of the internet is interactivity. You can flag a person's attention, inform them, answer their questions and take their orders.

11. The power of signs is impulse reactions. Signs motivate people to buy when they are in a buying mood and in a buying arena. Signs either trigger an impulse remind people of your other marketing or both.

12. The power of fliers is economy. They can be created, produced and distributed for very little and can even bring about instant results.

13. The power of billboards is to remind. They rarely do the whole selling job but they're great at jostling people's memories of your other efforts.

The Father of Guerrilla Marketing
Author, "Guerrilla Marketing" series of books
Named one of the 100 best business books ever written
Over 21 million sold; now in 62 languages

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