These days, it's a buyer's market. There is more competition than ever before, and more ways to reach customers than ever before. You can't just spray the world with advertising, it isn't cost-effective... Advertising today must be carefully targeted. A skateboard shop can't expect to run a commercial on a national network during Matlock and expect to get any customers from it. It's true that you have to spend money to make money, but that money must be well-spent. Throwing money away, is simply throwing money away. You have to reach people who are likely to become your customers... People who live in your area. What you need, is a direct hit!
Why flyers?

Nobody likes advertising... It's that simple. You invest in extra-loud TV commercials, in the middle of the most-watched shows, and they use their DVR to fast-forward right past them. You pay for expensive advertising space in the newspaper, and they don't bother to read the advertisements. You spend a small fortune on telemarketing calls, and they hang up on them. You put your last pennies into online advertising, and the only people who see your banner live in Siberia. So what makes flyers different? In a word, permanence. You don't have the option of not looking at the door to your house, it's right in front of you! Sure, you can take a flyer and throw it away, but you have to look at it and touch it to do that. And the truth is, it's probably not actually going to get thrown away. How many things have you intended to throw away, that you ended up seeing again and again sitting on an end-table or in the pile of mail you brought in? If someone gets your flyer, they're going to see it. And chances are, they're going to see it again. Even if your Chinese Takeout flyer doesn't put them in the mood when they first see it, they're going to be in the mood eventually, and when they are, they're going to remember that flyer laying around.


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