Re: Practical Thread: Advertising to businesses

On Tue, Mar 04, 2003 at 11:04:18AM -0800, Ian Lance Taylor wrote:
> I don't think advertising is particularly effective in getting
> business clients.  I also don't think advertising is particularly
> effective when selling consulting services.  I think advertising is
> most effective for selling commodity products to consumers, and that
> is not what you are doing.

I love it when someone points out the obvious to me, because then
I can say 

<Homer>DOH!</Homer>

> Work the problem backward.  Suppose you wanted to purchase consulting
> services of the type you are selling.  What sort of advertising would
> reach you?

If we talk about finding a Linux consultant, I wouldn't have a typical
business person's answer to that since I am a community insider.  So 
let's assume I'm looking for...an auto mechanic...or an architect.  I'd
find someone local/convenient (I pass their place of business during my
daily errands, they have a Yellow page ad...) then give them a small
job.  If I like them and the job they did, I give them more.

AFAICT, that's how I got and retained my current clientele.
 
> Cold calling is hard, and takes a lot of practice.  

True.  I've tried it in the past with no luck.  However, I'll try it
again using your template.

> If you really want to do advertising, then I personally think the most
> effective is targeted mailers.  

Sounds reasonable.  And cheap. :-)

> These ideas assume you know approximately who you are trying to
> target.  If you don't know, then that is your first job.  Try to
> clarify precisely who your potential customers are.  There aren't that
> many ``multi-employee, multi-million dollar businesses'' in any
> particular area.  

When you put it that way, it seems kinda easy, doesn't it?

> I'm sure other people will have different experiences and different
> suggestions.

Thanks for yours.  I appreciate it.

-- 
 
Regards,
 
Faber                     

Linux New Jersey: Open Source Solutions for New Jersey
http://www.linuxnj.com