This guide will walk you step by step through all the essential phases of using specialty advertising effectively.

For years business owners have been putting their names and logos on such things as calendars, notepads, ball-point pens and keytags and giving them to customers and prospects. Not intended simply as an act of business generosity, this is advertising specialty advertising to be exact. The problem is that many small business owners don't know the fine points of this form of advertising and don't maximize the advantages it offers. This guide explains why specialty advertising works and provides illustrations of how small business firms have applied this targeted medium to specific promotional objectives achieving some remarkable results.

My name is Meir Liraz and I'm the author of this book. According to Dun & Bradstreet, 90% of all business failures analyzed can be traced to poor management. This is backed up by my own experience. In my 31 years as a business coach and consultant to businesses, I've seen practically dozens of business owners fail and go under -- not because they weren't talented or smart enough -- but because they were trying to re-invent the wheel rather than rely on proven, tested methods that work. And that is where this book can help, it will teach you how to avoid the common traps and mistakes and do everything right the first time.

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