As a small business person do you ever feel that your advertising dollar is being drown out by information overload? The advertising is usually too expensive and anyone who has ever advertised in a newspaper, unless it is a large ad (full page or double truck advertisement) has had a tough time finding their ads as they are often buried in some back section. They think to themselves how much they paid for that ad - ouch!

Indeed often enough a salesman for an advertising agency, media outlet or specialty publication will tell you it is all about impressions and repetition, yet you as a small business person are thinking to yourself; Yah and I’ll be broke by the time your G-darn ads start pulling for me, meanwhile I may as well flush my cash flow down the proverbial toilet.

You think to yourself; Well sure in theory the number of impressions make sense, but with all the information over load, SPAM, Internet, Number of TV Channels, Radio, billboards, bus stop benches, taxicab hats and newspapers, hell I’ll be lucky if anyone sees even one of my ads. If you feel this way well you are not alone by any means and advertising salesmen, many are pretty boy or blonde bumbling boneheads continue their mantra of advertising only works over time.

When you tell them that you are concerned with the drowning out of your advertising dollars, what do they do; Show you more charts? Great, but what about real tangible results, well that is what I am talking about.

To get real results sure you need to advertise, perhaps some direct mail targeted, perhaps knocking on doors, community involvement and donations to the local booster club schedule advertisement sections. Either way it will take some repetition and a lot of creativity to get the most bang for your buck, so consider all this in 2006.