How to Avoid Failure in Your Small Business Advertising


Small business advertising shouldn't be done like most of the advertising you see on T.V.... or hear on the radio. There ARE exceptions, of course. But for the most part, small businesses shouldn't do much of the following:

1) Institutional advertising (a.k.a. "Madison Avenue" type advertising).

2) Public relations or simply publicity seeking.

3) Any type of response advertising that's non-measurable.

The kind of advertising you SHOULD be doing is measurable. By this I mean you can...

a)... control costs.

b)... measure results.

Small business advertising that doesn't fit these criteria is mostly like throwing money down a hole. (Like I said, there are exceptions. But if you try to promote your business using public relations you'd better have a business that can benefit from that...plus get the help of a professional who specializes in it.)

Institutional... Madison Avenue type stuff... doesn't work in small business advertising any more than it effectively works for big companies using it. It's just that big companies typically have big budgets they can spend on bad advertising without going under financially.

That's a luxury most of us don't have.

Direct marketing is different. You can control its costs. Taylor it to your ad budget. And measure its effectiveness based on response to the offer in the ad or sales letter.

Examples of response triggers used in effective small business advertising include:

* Phone calls asking for a direct response... like a sales appointment... or a purchase... or an invitation to come into the store with a certain customer "code" one can use to receive a gift or purchase discount.

* A TV or radio commercial that asks for a direct response... like having the customer write or call in and tell what station they heard the ad on to get a free gift or special discount.

* Any type of media that asks for a direct response... like redeemable coupons sent through the mail... a sales letter send through the post or Email, with an invitation attached for a special "after hours" sale... a postcard offering a 2 for 1 restaurant special... or an invitation to call in and ask for free information.

Your small business advertising is going to be very wasteful unless you make the right offers to the right people. Being in tune with the needs, desires and motivations of your potential customers is crucial.

For example... if Jack's Sporting Goods store advertises a 30% discount sale on all golf equipment by sending 5,000 brochures through the mail to nearby residents the waste-factor is going to be extremely high.

After all, how many of those residents are golfers? Probably only a small percentage. And of those who are golfers, how many of them will come in for Jack's sale?

In this case, most of his small business advertising dollars are wasted.

However... if Jack takes that same offer... and sends it directly to 500 golfers in his area the response will be much higher. He's able to get the names and addresses of likely golfers from a list broker by renting the names of people in his area who receive golf magazines.

See the difference?

Jack doesn't even have to mail out all 500 letters at once. If his budget is a little tight, he can stagger his mailing over a period of days. Or even limit the sale to those bringing in a coupon received through his mailing to test the effectiveness of his direct mail campaign.

Any small business advertising failing to...

* offer a free gift(s)

* give a time limit on the offer so buyers will be motivated to act quickly

* award a bonus or premium of some sort just for coming into the store

* present a sale or discounted pricing

* announce something new (i.e., product, service, price)

... should be avoided. As a matter of fact... the more of these elements in your advertising the better.

An ad containing each of the above ingredients... targeting prospects known to be interested in the product/service... stands a very good chance of being a winner.

Your small business advertising doesn't have to fail. Once you learn the key ingredients you'll never again worry about throwing advertising dollars away.

Joe Farinaccio is an advertising specialist and copywriter. To get LOTS of information on getting customers to call... and buy stuff... visit his website at:
http://www.sales-letters-and-marketing.com.

More Resources

Direct Mail Catalogs & Brochures: Write Captions That Sell
Many prospects skim through catalogs and brochures, glancing at the photos and reading the accompanying captions only when a particular image arouses their interest. That's when you have their attention.
5 Newspaper Advertising Myths Revealed
What I'm about to reveal are myths that most people thinkare 'true.'They seem set in stone yet they are deadly to theadvertiser.
How To Get Big Sponsorship Money for Your Band, Tour, Event or Production
Touring is a bands greatest opportunity for success. But, touring can be very expensive.
Mortgage Marketing - Broadcast Advertising vs Direct Advertising
Do you know how to design and deploya marketing campaign?Even if your ad budget is small you should still plan and measure the results of you advertising. This process is the key to your ultimate success.
Just What Are Consumers Thinking?
Research would indicate that consumers don't know what they're thinking. According to an article written by Jack Shimell (2002) for Quirk's Marketing Research Review, Consumers make their decisions and react to advertising based more on unconscious emotional processes than on conscious rational processes.
Advertising That Annoys: The Real Story
Critics conclude that entertaining or "creative" commercials sell better than those that are bland. But liking the commercial may not really be that important in the scheme of things.
Cable Ads 5 Bucks!
Cable has grown from 13 houses connected togetherin 1948 to coverage of nearly 70% of allhouseholds in the U.S.
Advertising: 10 Powerful Secrets To Help You Sell Your Ad Space Like Crazy
If you want to sell more ad spaces, you must read and use the secrets I am revealing here:1. Give your customers a discount when they spendover a certain dollar amount for ad space.
Good Design Makes Good Sense
Organized your pencils and pens lately? Sorted your clothes into a logical system in your drawers? Then you already understand the basic elements of good design: it's practical, it's systematic, and it makes life easier.In the same way, marketing materials that use good design make business easier for your customers.
Lamination of Signs
I suspect that everyone has an idea of what lamination is even if you have only seen it in passing. Restaurant menus are a common example.
Media Savvy - How To Manage Your Time To Gain The Best Media Coverage
Did you know generating positive media coverage is four times more effective than advertising? Getting exposure in the media is far-reaching, utterly credible and free. As an added bonus you may well attract an audience that you never anticipated.
Never Be Caught Cardless Again: Five Tips to Help You Remember Business Cards
Sorry, I Don't Seem to Have a Business Card With Me..
Marketing Messages with Add Zest & Appeal
Boring is one thing you can't afford to be when it comes to marketing your business. With more than 3000+ marketing messages pummeling consumers on a daily basis, you need to be more, and do more, if you want to be heard above the racket.
Advertising Inserts
One of the best and easiest ways to advertise without having to worry about shelf life of those who would most likely use your services or buy the products from your small business is to use inserts in your local newspaper. A marketing piece might also be to insert our flyers in the daily newspaper.
Create Your Dynamic Elevator Speech
So, what's an elevator speech, and how do you get one?What Is It?An elevator speech is a short (15-30 second, 150 word) sound bite that succinctly and memorably introduces you. It spotlights your uniqueness.
Advertising Agency In Boston: Tips and Tricks
The big news on Wall Street last year was the initial public offering of Internet search engine Google. If you were a visitor from another planet, you might be asking yourself, What big, sophisticated, high-technology company is behind the success of Google? Could it be IBM, Microsoft, Intel, Apple, Oracle, SAP, Hewlett-Packard, Cisco, Dell, Xerox, Sun Microsystems, Philips or Siemens? Of course not.
Forgot The Ad Budget? Dont Panic!
Bob is excited about his new business. He secured funding.
Fax Advertising : Hitting Your Target Immediately
In the business of marketing and advertising, it used to be that companies that wanted to get the word out quickly to key customers on a new development would rely on email with follow-up phone calls. But with the new technologies available in fax broadcasting, fax advertising has taken over as the advertising medium of choice when it comes to contacting your customers at the speed of light.
How to Make a Fortune from Unique Resistance-free Advertising
One of the most powerful offers you can use in your advertising is the word Free.But, you may well ask? how can I make a profit giving my products and services away without charging for them?Which is the exact reason why you need to understand the 'LVC Formula' which stands for the Lifetime Value of a Client!Here's how it works.
Womentisements
The unnecessary and extensive use of female models in advertisements is common not only in America & Europe, but also in Pakistan and rest of the world. Women are used to sell everything from cars to cigarettes.

More Advertising Information:

Related Articles

Top 9 Reasons To Advertise
Advertising is not for every company. But some require it because their market is big and constantly changing and evolving.
Do Your Business Cards Say Who You REALLY Are?
Here are a couple of tips for creating an eye catching card:Use some color - not too much - just enough to grab someone's attention and make them want to read the card.
Media, the Internet, Yellow Pages, and Your Business
If you are reading this article, chances are you could use a little extra money. With the advent of the internet and the migration of advertising dollars from print to electronic (and this time, it's the real thing, I swear! Not one of those 1999 tech busts!.
Secrets And Top-Tips Of Mail Order Advertising
Good Advertising creates more production, thus greater consumption, faster turnover and lower sales price per unit. To a great extent it determines the success or failure of the mail order operator! When working up an advertising program remember that what is genuinely desirable to you may or may not appeal to the majority of your prospects! Different types of merchandise or services demand completely different advertising media.
Crazy Ads? Maybe Youre Just Out of The Demo!
My father called me to complain, again. He's 82 and he's angry.
In Advertising Bigger isn't Always Better
If you have been following the recent advertising news you will notice that more and more major advertisers are looking to smaller ad agencies to handle their campaigns.Is it because they feel bad? Is it because they are cheaper? Or is it because they see the level of creative talent of smaller agencies?Lets take a quick look at why this is happening and how this is good for the consumers and the advertisers.
If You Lost 70% of Your New Customers, Would You Notice?
Buyers Don't Rely on the Yellow Pages Like They Used toCustomers' buying behavior has changed - for good. If your business depends on most categories in the Yellow Pages to attract new customers, you've probably seen a decline.
Super Secret Tip For Using PPC Search Engine Advertising Successfully
It's not about traffic; it's about generating leads.That's right.
How To Make Your Resource Box Sell
Ezine Articles - they're everywhere!And little wonder. They're one of the fastestways of building traffic to your website.
How to Save Money by Making Your Own Sign
In the sign industry we commonly refer to the material that the sign is made out of as the substrate. Examples include, wood, vinyl banners, aluminum, coroplast, etc.
Giorgio Armani: A Persuasive Campaign
Lets examine the use of Giorgio Armani Company's advertisements for a persuasive campaign. My reasoning is because the company is separated into several different divisions, while each tries to sell their product, the advertisements must maintain an overall company image.
Buying Radio? Read This and Dont Waste Your Money
Pay close attention and make it work the best for you.No doubt you've listened to, and then quickly deleted, messages from account execs from your local radio stations.
How Can All the Radio Stations Be #1?
Are you confused by all the information you receive from various radio stations? Do they all tell you they are #1 and you don't know who to believe? Most of them probably are #1 so believe it or not, they aren't lying to you. The question is, "What are they #1 in and is it a group of ears you want to reach?"Quite often a radio "Account Manager" or "Account Executive" which are pseudonyms for radio sales person, receives a call from someone who states they are gathering information for someone else, the real decision maker, someone who is looking at radio as a possible advertising medium.
How To Track Your Advertising Like A Hawk
Tired of pouring endless money into advertising? Do you wonder which ads are "REALLY" working for the business you manage? Would you like a bullet-proof system for capturing the results from your advertising and marketing? Below are three concepts that will enable you to track your advertising and marketing like a hawk! Really, it's that simple!Developing a tracking system: As a business owner/executive/manager, you need an efficient way to record and evaluate the results from your advertising and marketing programs. To get started, you will need a "prospect card" which includes a list of ALL the places you advertise and market your company.
Heard A Good Radio Ad Lately? Neither Have We
To many ad agencies, radio is considered advertising's ugly stepchild. It's not sexy like television and is treated as a necessary evil with little effort put into it.
What Makes A Winning Online Ad?
Most people who have been involved with sales & marketing for any length of time have heard the axiom, "Sell them what they want. Then sell them what they need".
A Lesson In Advertising From The Eighteenth Century
Back in the 1760s, the great Dr Samuel Johnson delivered himself of the dictum that 'promise, large promise is the soul of advertising'. It's a good thought, a great thought; and I contend that what was true then is equally true today.
What Colors Make Your Services Most Attractive?
This information is based on the principles of Laws of Attraction, Law of Allowing and Law of Deliberate Creation. And the Universal Laws of Energy (like attract likes) proven by Quantum Physics.
How You Can Create Advertising That Sells
A well-planned and properly executed marketing program should include a sufficient commitment of capital resources to an on-going, well executed advertising program. Yes, this includes your business.
Why Most Advertisements Stink!
Question: What do you think the most important part of any ad is? Your company name? Your telephone number? Your offer? Look at your own advertising. What stands out? What is in the largest print? If it's your company name or logo hold out your wrist so I can whack it with a stick.