How to grow your business with multichannel prospecting

By Shari Altman

4 Questions
When beginning your media selection, ask these questions to determine which media to consider and which you can pass by:

1. Do you have a "hero" product that can stand on its own? A hero product will allow you to sell directly from a DRTV or print ad, enabling you to avoid the long timetable and cash flow crunch of taking online or catalog requests. With a really strong hero product, you can consider options such as a 30-minute infomercial or magalog.