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“Do-it-yourself
disasters”
Have your heard the radio and TV
spots promoting do-it-yourself wills for just $29? Whenever
I hear them, I expect the next ad to promote something
equally crazy – like do-it-yourself brain surgery,
or do-it-yourself sky diving.
Think about it -- does it make sense to put the fate of
your entire financial worth in a $29 do-it-yourself will?
No. It's similarly dangerous to promote your business in
do-it-yourself advertising, because the resulting mistakes
can literally kill your business.
For example, we just spoke to a business owner who was
convinced by a print media rep to place a full-color, full-page
in a local newspaper. The content was completely wrong
-- and even though the company had purchased the entire
page, the key offer was buried in tiny type near the bottom
of the ad, where, of course, it was missed by virtually
every prospective buyer. Not surprisingly, the ad pulled
not one response. Actually, that is wrong. They did get
one call, but it was a wrong number. The cost of the ad?
Just under $5,000 (including the healthy commission that
went to the very happy media rep). Other companies make
the same mistakes, the only difference is the wasted expenditure
isn't $5,000, it's $50,000 – or more.
So what's the solution? Don't jump into the marketplace
without the help of an advertising pro. Even a little money
spent on a pro can take you a long way. Or go the do-it-yourself
route. And keep an eye out for those do-it-yourself wills.
Chances are that is all you will be able to afford...
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