Many people advertise because they think that they should.
That is true. You should advertise.
But, to borrow step 2 from the late Dr Steven Covey’s book The 7 Habits of Highly Effective People, you must “Begin with the end in mind”.
Before you start your advertising campaign, know what you want it to accomplish. It is amazing the number of businesses that spend their hard earned dollars advertising with absolutely no clue what it is supposed to accomplish.
“I just want to get my name out there”
“Advertising doesn’t do anything for me, but I know that I need to do it”
“I am going to just try it and see what happens”
These are just a few of the everyday answers that are heard from local advertisers when ask what the purpose of their advertising is.
Let me help everyone that spends or has even thought about spending money in advertising.
The purpose of advertising is to SELL products and/or services.
If an advertising campaign isn’t started with that end in mind, then it is time to re-think the overall strategy.
It doesn’t have to be high pressure and in your face, but it had better be selling something or those advertising dollars are being wasted. There are lots of way to SELL and we will talk about HOW to do that in future posts.
A business is there to generate revenue and profit. Transactions must be made to make that happen. Advertising must drive consumers to want to make those transactions with the advertiser.
What is YOUR advertising selling?