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CHAPTER 5 MULTIPLYING YOUR BUSINESS PROFITS

4) Location
I am sure you have heard that the most important factor in
buying a property or selecting a site for your business is the
location. Well, the same is true for an ad. You can create a
powerful and persuasive ad but if it appears in a media that
is not widely read or watched by your target market then you
will have few leads generated.
What professionals and managers read and watch is very
different from what homemakers read and watch. If I were
writing an ad selling investment courses, I would place it in
the Business Times, Straits Times (Money Pages), The Edge
Magazine, Singapore Stock Exchange (SGX) magazine or
TV channels like CNBC or Channel News Asia. Placing that
same ad in The New Paper, Straits Times (Life Pages), FHM,
Home & Décor, Female Magazine or MTV channel would
probably yield no results.
I have also found that it is worth paying a premium for your
ad to come out in the right (appropriate) and prominent
section of the magazine, newspaper or newsletter. Again,
this will make a big difference to the success of your ad.

156 SECRETS OF BUILDING MULTI-MILLION DOLLAR BUSINESSES