A small business must advertise differently than a large one.

A large company (think Coke, Walmart, Nike) has a budget ending with lots of zeros. They focus on branding through general, mass placement. As an ad expert once said, general marketing “worships at the altar of creativity.”

A small company with a modest marketing budget can’t emulate that strategy. There’s not enough money.

But all isn’t lost — there’s a way for the small guys to gain an edge.

It’s called direct response marketing.

This type of marketing is designed to generate an immediate consumer action, one which is easily measured. This can include an email opt-in, a coupon redemption, or scheduling a consultation.

In short, it targets a niche audience with a specific offer.

Your business may not need (or benefit from) a Super Bowl ad. But that’s okay.

You’ve got laser-focus as your advantage.