Colleges have tremendous circulation of their bulletins and
newspapers. Their price per run on advertising is very
inexpensive for the number of prospects reached. Believe it or
not, multi-millions of dollars are spent by students each
semester.

If you have a new idea or product, run a test ad in one or more
of the publications and see if you get results. Usually a less
expensive 1″ ad will let you know whether your product or
service is going to pull or not. If your test ad proves
successful, then you may want to go to a larger ad or even a
display-type ad and increase your coverage to include more
bulletins and newspapers.

 

Another way to distribute your product is to advertise for a
student on campus to represent you on a commission basis and  be
your dealer. Usually there are several students who would love
to have the opportunity to make some extra money. A good way to
find  the right person is by resume qualifications or actually
calling them on the phone and talking it over with them.
Finding the key person could result in many easy dollars in your
pocket.

In the past, some of the biggest sellers on campus have been
radio and stereo equipment, music tapes, car repair manuals,
study aids, self-improvement booklets and tapes, school fads of
various natures, and any kind of special or different steins for
drinking beer. Any new idea or product you may be able to come
up with could be very advantageous to you in the form of
increased sales.

Advertising in college bulletins and newspapers gains more
results during the first three days of the week. When ordering
advertising, it is best to specify that your ad appear in the
Monday-Wednesday editions. Thursday is okay, but Friday is
definitely out; minds seem to drift toward plans for the
weekend, leaving little interest for purchasing.

 

Write to the enclosed list of publications. Ask for their rates
and circulation. All  of them will respond to your needs and
many of them will call you and discuss whatever plans you have
for advertising. They will work with you to try to see that you
get the most response from any type ad you may run.

We sincerely hope this report helps you in gaining sales and  is
an  instrument in the growth of your company. You cannot beat
the circulation of prospects  reached  for  the dollars spent.
Have a good year!

                  50 LEADING COLLEGE BUYING POWERS

University of Oregon
Daily Emerald
P.O. Box 3159
Eugene, OR 97403
Circ. 10,500 daily

University of Arkansas
Arkansas Traveler
Hill Hall 304
Fayetteville, AR 72701
Circ. 8000 bi-weekly

University of Mississippi
Daily Mississippian
University, MS 38677
Circ. 10,000 daily

University of Washington
The Daily
144 Communications DS-20
Seattle, WA 98195
Circ. 18,000 daily

University of Texas at Arlington
P.O. Box 19038
Arlington, TX 76019-0038
Circ. 18,000 daily

University of Virginia
The Cavalier Daily
Newcomb Hall
Charlottesville, VA 22901
Circ. 13,000 daily

Illinois State University
Vidette
Normal, Il 61761
Circ. 22,000 daily

Ball State University
Munci, IN 47306
Circ. 14,000 daily

Florida State University
P.O. Box U-7001
Tallahassee, FL 32306
Circ. 46,000 daily

Jackson State University
Jackson, MS 39217
Circ. unknown

Indiana State University
The Indiana Statesman
Tirey Memorial Union Annex, ISU
Terre Haute, IN 47809
Circ. 14,000 daily

West Texas State University
College of Arts and Science
Canyon, TX 79016
Circ. unknown

Texas Southern University
3100 Cleburne Avenue
Houston, TX 77004
Circ. 15,000 weekly

Spelman College
Spelman Spotlight
P.O. Box 40
Atlanta, GA 30314
Circ. unknown

Wright State University
The Daily Guardian
Dayton, OH. 45435
Circ. 4,000 daily

University of South Florida
Oracle
Let 472, Arts and Letters Bldg.
Tampa, FL 33620
Circ. 25,000 daily

Ohio State University
The Lantern
281 Journalism Bldg.
242 W. 18th St.
Columbus, OH 43210-1107
Circ. 31,000 daily

Montana State University
Exponent
Strand Union Bldg.
Bozeman, MT 59715
Circ. 8,000 bi-weekly

Texas Tech. University
P.O. Box 4080
Lubbock, TX 79409
Circ. 17,000 daily

University of Florida
The Alligator
P.O. Box 14257
Gainesville, FL 32604
Circ. 43,000 daily

Iowa University
111 Communications Center
Iowa City, IA 52242
Circ. 20,000 daily

Bowling Green State University
The BG News
106 University Hall
Bowling Green, OH 43403
Circ. 11,000 daily

Morgan State University
Spokesman
Cold Spring Ln. & Hillen Rd.
Baltimore, MD 21239
Circ. 4,000 bi-weekly

East Texas State University
The East Texan
Box D - ET Station
Commerce, TX 75428
Circ. 7,000 bi-weekly

San Francisco State University
Dept. of Journalism
1600 Holloway Ave.
San Francisco, CA 94132
Circ. 10,000 weekly

Auburn University
The Auburn Plainsman
1st Floor, Foy Union Bldg.
Auburn, AL 36849
Circ. 18,500 weekly

Winona State University
Winonian
Winina, MN 55987
Circ. unknown

Washington University
Student Life
St. Louis, MO 63130
Circ. 8,300 weekly

University of Tulsa
Collegian
600 So. College
Tulsa, OK 74104
Circ. 4000 weekly

University of Maryland
Diamondback
College Park, MD 20742
Circ. 21,000 daily

University of Kentucky
The Kentucky Kernel
210 Journalism Bldg.
Lexington, KY 40506
circ. 18,000 daily

Boston College
The Heights
Chestnut Hill, MA 02167
Circ. 9,500 weekly

Seton Hall University
The Setonian
S. Orange, NJ 07079
Circ. 10,500 Weekly

Pace University
Pace Plaza
New York, NY 10038
Circ. unknown

University of New Mexico
Student Publications
P.O. Box 20
Albuquerque, NM 87131
Circ. 30,000 weekly

University of Wisconsin
Union Box 88
P.O. Box 413
Milwaukee, WI 53201
Circ. unknown

University of Tennessee
5 Communications Bldg.
Knoxville, TN 37996-0314
Circ. 15,000 daily

Cal State University, Long Beach
SS/PA-010
1250 Bellflower Blvd.
Long Beach, CA 90840
Circ. 20,000 daily

Northwestern University
N.O. News
360 Huntington Ave.
Boston, MA 02115
Circ. 21,000 weekly

University of Wisconsin, Stout
The Stoutonia
Menomonie, WI 54751
Circ. 7,000 weekly

Texas Christian University
The Daily Skiff
P.O. Box 32929
Circ. 5,500 monthly

University of Wisconsin, La Crosse
Racquet
La Crosse, WI 54601
Circ. 5,000 weekly

Washington State University
The Daily Evergreen
P.O. Box 2008 C.S.
Pullman, WA 99164
Circ. 20,000 daily

San Jose State University
Spartan Daily
San Jose, CA 95192
Circ. 15,000 daily

Portland State University
Vaanguard
P.O. Box 751
Portland, OR 97207
Circ. 17,000 bi-weekly

Valdosta State College
The Spectator
VSC Box 194
Valdosta, GA 31698
Circ. unknown

Kent State University
Daily Kent Stater
Kent, OH 44242
Circ. unknown

Georgia State University
Signal
Box 695 University Plaza
Atlanta, GA 30303
Circ. 10,000 weekly

Arizona State University
State Press
15 Matthews Center
Tempe, AZ 85287
Circ. 40,000 daily

1. The word “FREE” is still the most powerful,… the most often
used word in advertising today! If you have anything to offer
FREE to others, you can use this powerful word! It pulls orders
better than any other word! Here’s some ways to use it:

2. ONE thing FREE when you buy Another! This can be the way to get
people to order from you! A second one is FREE, with the
purchase of the first!

3. Buy 2 - get the third FREE! This can be used to get MORE and
LARGER orders! Giving away ONE, with the purchase of two others!

4. Fourth FREE, with purchase of Three! Tire stores and Publishers
offer a 4th FREE, when you buy Three others at regular price!

5. FREE “Trial Size”! Give away one that’s smaller than usual,
hoping that people will LIKE what you give them, and want to buy
more!

6. FREE Bedframe, with purchase of A King Set! Lots of mattress
stores use this type of ad! Offering some sort of “premium”
FREE with purchase!

7. FREE Introductory Class! This usually is offered with purchase
of a Computer; Microwave oven; etc. (Free Memberships in clubs,
etc!)

8. Use it FREE for 30 days! Allow people to use something; to use
your product or service, FREE, for a limited time! (Enticing
them to order!)

9. FREE Service with each purchase! This is used often by Pizza
companies, and cleaning services. Free delivery; Free Folding;
etc.

10. FREE Interest for 3 months! Many loan companies and others
offer this to entice customers to buy from them! It’s delaying
something for a time!

11. Fast service, or it’s FREE! It’s Hot, or it’s Free! (7-11
offers Hot coffee). Denny’s says “10 Minutes, or it’s FREE!”
Customers come to see!

12. 2nd Topping is FREE, with purchase of a Large Pizza! That about
says it all! (Free Extras; Free Colors; Free Inks; No extra
charge at Printers!!)

13. FREE Details! This is used by a LOT of advertisers, who sell
products by mail! Let ‘em know you’ll send information FREE,
just to write and ask!

14. Buy 2 ads, get a 3rd (or 4th) FREE! This is another way to get
Long Term advertisers! They get FREE ads, with every 3rd or 4th
they buy.

15. FREE Commission Circulars! Many Prime Sources are willing to
offer you FREE circulars (some for postage) to obtain dealers!
Free Dealer Info!!

16. FREE Typesetting, with purchase of an ad! Publishers offer this
FREE service to obtain new advertisers! (Why pay extra for it,
if it’s FREE?)

17. FREE Catalog! Many companies send out Catalogs FREE to anyone
who writes and asks for one! More sales result! (Free Downline
Recruiting!)

18. FREE Sample Copy! Some companies will be willing to send you
ONE FREE to entice you to buy more later! (Free Cassette; Free
Introductory Video, etc!)

FREE Report entitled, “7 Different Ways to sell the Same
Product!” is YOURS for a S.A.S.E. from: Chris, 1412 Mt. Shasta
Dr., San Jose, CA 95127!

Promotion and advertising can be a heavy expense, especially for
a new business that wants to make itself known in a community. A
home-based business, however, more often than not, has a very
limited budget when it comes to advertising. The home business
owner needs to make the public aware of his or her product or
service at the lowest possible cost.

There are many ways. A pet breeder in a large city was struggling
for several years-until he came up with a novel idea. He started
giving away customized “birth certificates” for the pets he sold.
Almost immediately, his sales rose more than 10 percent.

The owner of a new home cleaning service was trying to attract
clients. She couldn’t afford much advertising, so she began
offering “home cleaning seminars” to civic groups. After two
months of seminars, she was swamped with inquiries and clients.

Promotion often makes the crucial difference between business
success and failure. Customers or clients must know about a
business or product line before they’ll buy and they must have a
reason to buy.

If you are trying to promote your business now, you can move in
one of two directions: 1) You can take the conventional route to
promotion and mount an elaborate media campaign, spending a
considerable amount of money. 2) You can let your creative juices
flow and mount a low-cost promotion effort, using a potpourri of
attention-getting gimmicks to bring your message to the buying
public.

Now, to be sure, conventional advertising is valuable. If your
enterprise is large enough or if you’re selling numerous product
lines, you may find that a full-fledged media campaign is the
most efficient and cost effective way to promote your business.

If money is tight, however, or you’re not sure you can amortize
the heavy cost of a media campaign over a period of time,
following is a assortment of low-cost techniques you can try. Not
all may be appropriate for your particular business, and
certainly it would be costly to try them all. But you’re sure to
find some ideas that will work for you.

GIVEAWAYS. People love to receive “free” items, especially items
they can use to gain knowledge or improve their lives. You can
base and entire promotional campaign on this desire. If you’re
running a furniture repair business, for instance, you could give
away a furniture repair brochure, free furniture planning guides,
or color swatches. Once you begin giving away authoritative
information customers will begin to perceive you as an expert in
your field.
NEWS CREATION. Want to get names and news from your business in
the local newspaper? It may be easier that you think. If you
don’t have any news to report to the local media, create some.
Maybe you’ve taken on a new associate. Or maybe you’re selling an
unusual product line. Or maybe you’ve opened a free advice center
for the community. Or maybe you’ve received an award from a civic
or professional group. Local Pennysavers and weekly are often
quite interested in business news of this sort and can help you
attract the attention of thousands of people.

EVENTS. You may be able to attract the attention of the media or
a crowd by staging a special promotional event. If you run a
fitness classes, for instance, you could stage a celebrity
instructor day. If you’re promoting a new real estate business,
you can offer tours of a model home in the area. If you’re
selling children’s products and it’s springtime, you can offer
lunch with the Easter bunny. Get the idea?

CHARITY TIE-INS. Are you launching a new product? trying to
increase visibility among a particular segment of your community?
Offer your product to one or more local charities as a raffle
prize or for use at a fund raising event. You’ll receive lots of
exposure among people who buy tickets or attend the event.

CONTESTS. Offer a desirable or unique item-or even several
items-as contest prizes. First, find a contest theme that tiers
into your business. A caterer might offer a quiche-eating
contest. A photographer might offer a young model contest. A mail
order craft firm might offer an “Early American” handicrafts
contest. Invite contest submissions and offer prizes to the
winners. Do contests attract attention? You bet. All it takes is
a few signs, a small press announcement or two, and the word will
spread throughout the community grapevine.

COMMUNITY SERVICE. Nothing brings you to the attention of the
people faster-or more favorably-than community service. Ask
yourself how your enterprise can be a “good neighbor” to your
community. If you’re running a lawn care and gardening service,
perhaps you can offer one season’s services at no charge to a
needy charitable organization or nursing home in your area.
Hundreds of people will hear about your work in the process.
Volunteer for various community causes. If appropriate, you can
step in during community emergency, offering products and
services to help an organization or individuals in need.

COUPONING. Americans are very coupon-conscious. Test the market:
at what level will coupons increase the volume of various product
or service lines? When you get some tentative answers, start
distributing coupons that offer a discount on your services.
Distribute them to area newspapers, on store counters, in
door-to-door- mail packets (which can often be quite
inexpensive), at the public library, at laundromats, at any
location where people congregate.

BADGES AND NOVELTIES. You can easily and inexpensively produce
badges, bumper stickers, book covers, and other novelty items
for distribution in your area. You can imprint your business name
and the first names of the customers on many of these products at
little cost and distribute them for free. Or you can tie your
novelty program into a contest: once a month, you can offer a
prize to any individual whose car happens to carry one of your
bumper stickers or badges with peel-off coupons, redeemable at
your place of business.

CELEBRITY VISITS. With a bit of persistence, you may be able to
arrange to have a local media celebrity, public official, or
entertainment personally-even a fictitious cartoon character or
clown-visit your service. The celebrity can sign autographs, read
stories to children, perform cooking demonstrations, or perform
any one of a hundred other traffic-building activities.

CELEBRATE HOLIDAYS. You’ll probably want to celebrate major
public holidays with special sales. But celebrate some of the
offbeat holidays as well. Almost every business has a few
little-known holidays. Ever hear of National Pickle Day, for
instance? Or Cat Lovers Month? Once you find the “right” holiday,
you can sponsor a special sale or special product arrange special
media coverage of a holiday event.

GO WHERE THE PEOPLE ARE. Can you open sales information booths at
community fairs and festivals? This promotional technique can
work for gift retailers, craftspeople, and personal service
firms. If you have the people and the time, can you handle
regional fairs or even trade shows?

MAILING LISTS. Once you begin establishing a committed clientele,
gather their names on a mailing list. Save the names from your
mail orders and telephone inquiries. Eventually, you’ll be able
to send product circulars or even catalogs to the folks on your
list and you’ll be able to promise your products by mail.

SCAVENGER HUNTS. If you want people to buy NOW, offer them an
unbeatable deal. If they bring an old product-a small appliance,
a book, whatever-to you, you’ll give them a worthwhile discount
on a comparable new item. Or stage a general purpose scavenger
hunt. Customers who bring in three canned goods for your
community’s food bank will receive a discount on products
purchased that day.

PARTIES. Everyone loves a party. Why not celebrate the
anniversary of your business or some special holiday by offering
baked goods and beverages? If you’re running a service business,
perhaps you can offer an open house or obtain a small banquet
room in your community. Besides refreshments, be sure the place
is brightly decorated.

GREETING CARDS. Do you send out greeting cards to major customers
or clients? Holidays, birthdays, and anniversaries make nice
greeting card occasions. Greeting cards create enormous goodwill
and keep your name in front of people.

SEMINARS. In this information hungry age, people love to receive
advice, especially about their personal needs and hobbies. If you
sell health foods or run fitness classes, perhaps you can offer
“wellness” seminars during lunchtime to your area’s business
community. If you’re an interior decorator, perhaps you can offer
one-hour decorating workshops to any group of ten people who will
gather in someone’s home. If you’re running a printing business,
perhaps you can offer tours and layout seminars at your plant.

If you’re not pleased with your promotional efforts today or if
you simply must increase your exposure among customers and
prospects-it’s probably time to increase your publicity efforts.

By all means, advertise in the media if you can or must. But
don’t neglect your greatest promotional asset-your mind. Ponder
the products, services, and events you can offer the community
and devise a creative promotional strategy around them. You’ll
have to invest a bit of time and energy in the project, but the
payoff will be worth it. You’ll save hundreds-or even
thousands-of advertising dollars and, better yet, you’ll travel a
well-worn shortcut to profit.

There are many schools of thought on how to write a successful
direct-response ad, letter or brochure.  Some say you need to be subtle,
some say be harsh, some say be round-about, some say be direct.  There is
one technique, though, that is coming to the forefront as one of the most
successful to employ.

Info-Loading is the style of overloading an advertisement with information
about your product or service.  The theory is, you give the customer more
information than they’d ever want on your product/service, and they’ll feel
more confident about you and what you offer.  Also, the customer that
actually reads through it all is the one who’s interested enough to buy
what you offer.  The good news is, it works!

Here’s how to do it.  Say you’re planning a quarter-page display ad in a
magazine.  Instead of leaving a lot of white space, so it looks open, and
instead of putting pictures in to catch the eye, fill the whole space with
text!  Load it with as much information as you can fit in, without making
it unreadable.  To prevent it from looking like a grey blur when the reader’s
eyes scan through the page, put a bold, black box around the ad, a bold
headline, and emphasize important words and phrases with bold print.

You can do the same thing with a mailing.  Put together a four-page sales
letter loaded with copy, then add a brochure/flyer that re-emphasizes the
important points in even greater detail.

A few cautions with this technique.  First, make sure you actually have
something to say!  We are so conditioned to being economical with our
words in advertising that it’ll be hard to info-load without feeling
repetitious. Instead of rambling on about features, tell customers every
single benefit they’ll get from your product/service.  BENEFIT is the
important word.

Give Info-Loading a try.  Depending on your audience and what you’re
trying to sell, you may find that info-loading can load more sales into
your bank account!