Without aggressive promotion, your business will never be as successful as it could be. You could have the greatest services, the finest products, and the very best employees, but if customers don't know about you, nothing happens.

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	''Whether you're promoting a business or a rock 'n' roll band, the principles and strategy are similar,'' said Herb Gross, pictured above.

Over the years, I've promoted hundreds of products and services, and now I'm promoting our 60s rock 'n' roll band, The Invictas. Whether you're promoting a business or a rock 'n' roll band, the principles and strategy are similar. Here are five ways you can rock your business to the top.

1. Public relations—a great way to capture attention. You can tie in with charity events, have fun contests, and raise money for worthy causes. Any time your business is doing something newsworthy, contact the local newspaper, radio, and TV stations. They are always looking for good local stories. I've used PR to get The Invictas on the Today Show, in USA Today, as well as on local TV and radio. You can see the news segments at www.theinvictas.com. I suggest you plan a minimum of a dozen news releases per year. You can promote new employees, seminars, new products, and more. Public relations should be part of your promotional plan, but it does not replace the need to advertise.

2. You have to be different. So many of today's businesses look and sound alike. People prefer to do business with a company that is fun and presents itself in a different way. Use wacky graphics and unusual promotions to make your business stand out. Consider using a promotional vehicle for your business. For example, for The Invictas, we drive an '84 Caddy hearse to attract attention. We even drag raced the hearse at a local racetrack. What kind of unusual vehicle can you use to promote your business?

3. Build on the assets that you have. How long has your business been around? Do you have a history of success you can integrate into your advertising? For example, during the 60s our rock 'n' roll band had fan clubs, police escorts, and a controversial hit record known as The Hump. The history of your business is a valuable asset, and you should use it to build credibility.

4. Building a brand takes time; be patient. Look at how long the Rolling Stones have been around. Whenever you see the lips-and-tongue symbol, you automatically know it's the Rolling Stones. For our band, we use the symbol of a '55 Caddy hearse. It takes years to build a brand, and the best way to do it is to be an aggressive advertiser. The more exposure your business has on TV, on the radio, and in print, the better. Just be patient; it takes time to be successful.

5. Follow up. Have weekly or bi-monthly meetings to discuss and review your advertising. Stay with your plan, review what you are doing, and invest as much in advertising as you can. Don't expect everything to work; that's not realistic.

By being a consistent advertiser and an aggressive promoter, you can rock your business to the top.

About the Author:

Herb Gross is an award-winning advertising results expert with 30-plus years of experience. He's the author of How to Win the Ad War. For free advertising tips, visit www.herbgross.com and join Herb's free ad tip club. Herb's rock 'n' roll band website is www.theinvictas.com.

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