Don’t Waste Your Dollars On Worthless Advertising

Financial stress is not an adequate excuse for not advertising or marketing; advertising and marketing are crucial programs for business success. However, all too often, businesses with meager advertising budgets overlook the necessity of these programs because they too frequently result in wasted dollars and disappointing returns. So, what is the problem? First of all, successful print advertising requires an investment. Small, infrequent ads have very limited power and usually very limited success when competing against powerful, frequently run, large space ads. Why waste valuable dollars on ineffective traditional space advertising? There are many other avenues to pursue. Find the right ones for you and use them. The only bad advertising program is no program at all.

Here are a few suggestions that may result in a better response for fewer dollars:

1. Seek out the sales waiting within your past customers. It’s another form of networking, most often overlooked. Past customers are a very likely source of additional business or valuable referrals. Call them, write to them, ask them.

2. Press releases are free, they’re treated as news, and they work. Try it, write a press release and send it to the press in the market you are serving.

3. Your web site is crucial, as is using the growing and expanding technology available for low cost such as blogging or video-blogging. Very powerful, inexpensive tools that work for you 24 hours per day all over your market area and beyond.

4. Handouts, flyers and newsletters are low-cost and have potentially high impact.

5. Postcards make a statement. Here is a tip… plan to send at least three to a potential customer. By the third one your message will be noticed and recalled.

6. Attend trade shows, preferably as an exhibitor, but don’t stop there. You must use the show as a springboard and support your presence with all the above programs before, during and after. Have a well thought out display and interactive program in the show. Support your presence with mailings, invitations, postcards, press releases, and bring your market to you. Just showing up is not enough. Walk the show as well, talk to the other exhibitors within the same industry and you may be able to sell to them or create positive strategic relationships. Everyone important in your industry is usually there.

Finally, and perhaps most importantly, define your message and how are you delivering it. If you are telling your audience what they already know and expect, then you are wasting your money. If you are telling your marketplace why they should do business with you and what separates you from your competitors, you will achieve success. For example, is it important for a moving company to promise safe drivers–I would imagine that’s expected–but what do you do that is special or different that differentiates you from your competitors? It is all about creating a relationship with your reader by uniquely stating what you do and what a consumer would want to learn about you. For example, what is your guarantee? How can customers communicate with you? What can you tell them that they do not already know about your service? Convey meaningful messages to your audience, teach them something with your ad, and once you create this relationship, the sale will come along. Remember to sell yourself, sell your company, and then sell your service, in that order.