Advertising In A Nutshell
The bottom line of all advertising efforts is an obvious
one: to attract customers and bolster sales. But often, small business
advertising is wasted on a shotgun approach that doesn't focus on the company's
best prospects: those who are ready, willing and able to purchase the product or
service. In an attempt to reach "everybody," these advertisers either miss their
true market or spend far more than necessary to reach it.
targeted your market and know exactly who and where your prospects are, it's
important to clearly identify what you want your advertising to accomplish.
Specific advertising objectives include:
- Creating new customers
- Increasing order size
replacement of functional but outdated products with technologically
- Improving brand name recognition
- Creating sales leads through the
use of response ads, coupons or toll free "800"
- Promoting special events such as
sales, business openings or the introduction of new products or services
the overall image of the business
most effective ads focus on customer needs or wants and emphasize the most
desirable benefits of the product or service, such as convenience, style or
durability. Other tactics include comparisons with competitive products, two for
one sales, special one day discounts and offers of free information.
techniques you choose in your advertising will help determine the media you
select and the exact message you communicate. One of the best ways to become
familiar with the tactics in your field is to collect your competitors'
advertising materials and use them to stimulate your thinking.
important things to take into consideration in any ad are the audience and the
offer. Who is the ad trying to reach? If the ad isn't presented to the right
audience and addressed to them in their own language, then it isn't going to get
noticed. And if the offer isn't something that interests them and gets them
excited, then they're not going to take any action even if they do notice it.
Finally, make it easy for customers to respond to your ad. Tell them
what action to take and include (depending on the advertising medium) coupons,
an "800" number or business reply envelopes. And be sure to stand behind what
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