One of the more frightening realities of business is that in order to make money, you often have to spend it first. For independent software developers, the costs of doing business are usually very low. There are often no expensive offices to purchase or lease, a limited amount of hardware to buy and maintain, and for most, no stock to tie-up precious capital. For many developers, the first and most obvious option for productive spending is advertising. And for the online business, there is no shortage of options to choose from. Most websites offer some form of graphic or text advertising, and there is a bewildering variety of mailing lists, newsletters, and regular mailings. And that's before you even begin to consider the printed media. However, before you even start to think about where you want to advertise, you need to consider why you're advertising in the first place. For many companies, the aim of an advert will simply be to increase sales and make more money. Other legitimate reasons for wanting to advertise can include raising the profile of your company or product, increasing brand awareness, and testing new pricing strategies or new markets. >From the outset, it's important that you are clear about exactly what it is that you want to achieve. From there, you'll be able to choose where to advertise. When selecting a venue, an important factor will be how targeted the audience is, as this will have a major bearing on the price that you should be prepared to pay for the ad. In general, the less targeted the audience, the less money you should part with. And even though it's not always the case, you might want to consider spending a little bit extra for a highly targeted advert. The next obvious factor is the price. First of all you need to know how much you will be paying, and whether this is a flat fee, a cost per click, paying per exposure, or some arrangement. You also need to consider the costs involved in preparation. If you're using artwork, you may wish to use a professional designer to create it, and don't overlook that the graphic might have to be in a specific format. More importantly, you have to take into account the amount of time that you will have spend on arranging this. You also need to consider the time period that you're hoping your advert will cover. If the ad will be on a website, then you'll probably be looking at days, weeks or even longer. If so, then you should find out whether you can change the content of the ads as you go. If this is what you want to do, all the ads should be prepared well in advance, and the total costs of these should also be factored into the budget. A good starting point in finding a suitable place to advertise is to learn from the experiences of others. As an ASP member, you have access to the private newsgroups, where other members will often be considerably more open, detailed and revealing than they might in public. When you think you've found the right venue, read through whatever information you can find on their website or in their publications, and only then contact the person who handles these matters. Present them with a general introduction to yourself, your products and your needs, and don't be afraid to ask questions right from the start. Ask about their terms, payment te
Dave Collins is the CEO of SharewarePromotions Ltd., a well established UK-based company working with software and shareware marketing activities, utilising all aspects of the internet. http://www.sharewarepromotions.com and http://www.davetalks.com.
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