By BIG Mike McDaniel

Today, most Cable companies have the ability to INSERT your local commercial into many of the Cable networks, including the top ten; ESPN, TNT, Nickelodeon, USA, MTV, CNN, TBS, Lifetime, Discovery, and A&E.

Here's the way it works. The networks tell the local cable systems which commercials that can "cover up" and not be penalized. If they don't fill the local slots, whatever the network says can be covered up, runs, (you have probably seen more than your share of exercise machine ads with people who can't be real, or wondered if you really need a kitchen knife that can saw a chunk out of a hardened steel axe.) "..order today and we'll make the 4th payment for you!"

Local Cable commercial insertions are available for at least 15 of the major networks and the list grows every month.

As a small business advertiser you can no longer afford to ignore the marketing potential, and lost cost, available through the use of Cable advertising.

Most offer a package that will put your commercial into a mix of Cable network programs at all hours of the day for as little as $5 per commercial (depending on the size of the cable system).

The premium channels (those that cost extra above the standard cable package, HBO, Showtime etc.) do not allow commercials to be inserted.

Please don't let them talk you into doing your own commercials. They will try. Less work for them but less commercial effectiveness for you. Sell benefits, not your mug in front of the store.

Many would-be Orville Redenbachers are delighted when a neighbor says he saw him on TV. But unless you have the charisma of Orville, or Dave Thomas from Wendy's (both long dead), concentrate on selling product. Have them make commercials that sell the many benefits of your company and its products. Benefits. Sell benefits and you'll get a better return on your advertising dollar.

For more about small business advertising, visit https://BigIdeasGroup.com

�2006 BIG Mike McDaniel, All Rights Reserved BIG Mike is a Business Consultant and Professional Speaker. His BIG Ideas Group helps business grow with promotions, special reports, mastermind groups, seminars and consulting. Subscribe to "BIG Ideas for Small Business" Newsletter

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