Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician

Tag: Marketing Magican

Advertising Secrets Number Ten: Always Negotiate the Price

Advertising Secret Number Ten: Without Fail ALWAYS Negotiate the Price


Never ever pay the list price or first price offered.


It is helpful if you can find out when deadlines are for: –


• Month end – the sales staff have targets to meet and want their commission. They will give better deals so ensure you know when their month ends, sometimes it is the 15th of the month.


• Going to Press The closer to press time the more they will negotiate to fill extra space.


NEVER pay a rate card price. Rate cards are a negotiation tool for sales staff. They don't expect to sell at that price …… but will be delighted if you are prepared to pay it.


Agencies automatically get a discount from a rate card AND it is not the same rate card as you will be shown.


If you agree to block book adverts in several editions the price will go down. Only do this if you have Tested and Measured and are getting a good ROI.

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How to get More Effective Results from Google Adwords

My Top Six Google Adwords Tips  

Using Adwords is effectively paying for visitors from the Google search engine and is an excellent way to get instant, pre-qualified visitors that can be measured.


However, you should also link this to improving your conversion rates.  You can save a fortune if you follow a few simple rules.



1  You Don't Have to get the Top Google Adwords Position on the search page!


An ad at the top of the page will get plenty of exposure (assuming it's a
popular search phrase), but it can cost more to get a higher position, and people often people bid far too much for these positions.  Position 3,4,5,6 or even lower can sometimes attract more clicks. They will also be much cheaper and so your Return on Advertising Investment is going to be much lower.


2 Think Laterally with Adwords 


You can pay pence for keywords that are mis-spelt.  Ensure you spell the words correctly in the ad but use mis-spelt keywords in the keyword terms that trigger your ads. A good clue as to what keywords to mis-spell is to look at your Analytics results and do a keyword search using a keyword tool. 


3  Use more search phrases to target your searchers  .. and ensure each search phrase is very targeted to your typical buyer.  Test the CTR on these terms and bid accordingly.


This strategy can save you an absolute fortune.  It will also increase your CTR and conversion rate if your keyword search terms are concise and specific. As these keywords search terms are very specific they will have less competition and will cost less.



To see more Google Adwords Tips follow the link


Want Help With Your Google Adwords campaign?


Then email me on 

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Millionaire Business Secrets: Being Good at Failure is Essential


Running a business is hard.  It takes a special type of person to run a business.  Not only do you need to be technically competent at what you do, you also need to be able to be your own boss and you need to become really good at a wide range of other business skills like marketing .. and failure.

As I’m a marketing consultant you might expect me to push the fact you need marketing skills.  But I’m afraid it doesn’t start and stop with marketing.  I can teach you all the marketing skills you need .. but there is more to it than that.


The reality is you need something more. You need to feel comfortable with being an entrepreneur and learn some skills that most business people refuse to talk about …. something they don’t teach you on most business courses, something that is never taught in schools or colleges.


The first thing to learn about is that it is OK to fail.  When I went to school it was quite competitive, we were encouraged to succeed.  We were told that if we failed our exams we would go into dead end jobs.


Of course, in its own right that is good advice.  But it does condition people to fear failure. 


The fear of failure is something that holds a lot of people back in business.  Of course it often acts at a deep psychological level and people don’t realise it is happening but it actually stops a lot of people ever finishing projects .. in case they fail.   


The difference between millionaires and the rest of us mere mortals is that they approach failure in a different way.  They know that failure is more common than success.  So, knowing this, they move projects forward as rapidly as possible so that they can get pass the “Pass/fail point”.  If they succeed they build on that success and if they fail they learn lessons and move straight on to the next step. 


One person that has failed countless numbers of times is billionaire Richard Branson.  Huge numbers of his projects have failed.  The thing is he has failed moved on and made millions then billions.  Not bad for a failure.  I recently heard Richard say, “ If you don’t make a mistake, you don’t make anything.”


Richard Branson isn’t the only business entrepreneur to make countless mistakes, the list is very long.  The lesson for us mere mortals to learn is that falling is part of the process to success and the quicker we get pass the mental block that failure is bad the quicker we will succeed.

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Vehicle Signage Can Promote Your Business

Vehicle Signage can make your business highly visible
Do you want your business to be highly visible?


Then advertising on your vehicles, and vehicles you might sponsor with adverts will ensure you are highly visible.


Top Tip: Ensure the vehicle is well maintained and clean at all times.  A dilapidated, dirty vehicle will create a negative image.   

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