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It is my contention that every small business owner ought to have books on advertising, marketing, public relations, and promotion. After all, if you don’t advertise how can you expect your future customers to know about the services and products which you provide? If you don’t invite them to come in and shop, or explain to them the value of those things which you provide, it’s doubtful they will ever show up with their money to make purchases.
Perhaps, it is for this reason that over the years I’ve collected and unbelievably huge library of nonfiction business books. Recently, I’ve been trying to go through all these books, and get rid of the ones I did not want. However, I still have stacks of books that I cannot afford to give away, because they’re just too important. When it comes to advertising and public relations there is a very good book which I’d like you to read. The name of the book is;
"Advertising and Public Relations," by Toni Apgar
Although this book is over two decades old now, it’s probably one of the best books of its kind, and it doesn’t have all the hype that the newer business books have. It is my contention that this book should be used in colleges to teach the fundamental principles of advertising. The Public Relations component of this book is extremely interesting, and it ties in the interrelated workings of advertising.
Far too many business owners just do not understand how to create and prepare ads, and they rely on graphic designers, who often do a lot of experimenting on their dime, and other professionals such as sales people, which do not always understand exactly what they are selling. If you, as a small business owner have an intimate knowledge and working experience in advertising you will consistently get more bang for your buck. Perhaps, that’s why I recommend that you own this book in your business library as well.
Lance Winslow is a retired Founder of a Nationwide Franchise Chain, and now runs the Online Think Tank. Lance Winslow believes in Advertising.
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