Does the effort justify the cost?

Does the effort justify the cost? Company X advertised its professional educational materials. Mr.How You Can Make Advertising Pay Big Dividends. Among other images we used in the spot, I put a shot of me throwing a double side kick (I have 23 years of karate training) to the head of a business owner (we're both in suits).Don't spread your advertising too thin. Since it was not on any one station long enough to give its message a chance to take root, the advertising was a total failure.chetholmes. So Mr. You are far better off having a heavy schedule in one vehicle, where you have a chance to break through the clutter and get noticed, than to take a few spots in a half-dozen vehicles in which you get lost in the commercial clutter.Rule No. In the '90s, getting noticed is everything. This worked for months for Mr.Advertising promotes word-of-mouthOften, a loyal customer will see your ad while with a friend or business associate..To avoid wasting money, keep these three tips in mind.chetholmes. Conversely, there are more specialized advertising vehicles that target a far greater percentage of your potential buyers. On radio, the audio must be distinctive. It makes you want to find out "what the heck is going on there?" Today, 70% of TV watchers are muting out the commercials.Look at the lifetime value.

 Tim's Home Electronic Repair and Installation Service ad and his phone would ring. There's a spot running right now where this kid sprays his mother with a squirt gun and she pulls the hose out of the sink and nails the kid with it. Most companies brag about themselves, rather than talk about the benefit to the reader (prospect). When it seemed as though the advertising was not working, the company was going to cancel its ad campaign.It makes the consumer want to read on. People will see your logo and it will register..223 responsesJ Company………. I ran a TV spot advertising a free seminar I'm doing with Jay Abraham. Rule No. A business radio program or a business publication will offer you an audience comprised mostly of your potential buyers. Studies also show that advertising inspires confidence from your current clients. It makes them feel like they made the right decision to be your client. In the information age, don't hint around; say what you want to say, right in the headline. But if you can get that customer to be a repeat customer, then that customer is worth $300 a year, or $1,500 over five years! Most business people do not understand the power of advertising; they do not realize that each new $25 customer is potentially a $1,500 customer!Advertising brings in the customers, but it is your job to keep them buying from you. In today's commercial clutter, you get noticed only by continually reaching the same potential customer with a consistent theme, message, look, and feel. But one of the people that spotted that insert was the local cable salesperson who told him he could make him famous.), you will find that most publications will rent you their mailing lists. Thus, it wasn't the product that made the response jump so significantly, it was the ad!After a year of tracking the highest response generating ads, we learned that, for the most part, the ads that pulled the greatest response followed four primary rules:Rule No 1: Is it distinctive? You must design advertising that is so distinctive looking (or sounding, if you're on the radio) that it pops out of the clutter.com)McGraw Hill once commissioned an extensive study to determine what marketing weapons make a company famous in it's market or community. "Clever" is only better if it is "super clever. The study went on to show that advertising created more product, service, or brand awareness than all other marketing weapons combined. Not for everyone, but if you sell B2C, look into local cable and concentrate with a lot of spots.It starts with the word you or your (not always, but mostly). (An "insert" is a flyer that is printed separately and "inserted" into the newspaper as a loose piece of paper).".I headed up a Neilson study that tracked hundreds of ads and the response rate each ad generated. It worked great.Another important point along the lines of advertising smart is that cable TV today can virtually change your life in a week. Tim's Home Electronic Repair and Installation Service.

The key here is to look at the "lifetime value" of a customer.These are good because they fall out of the magazine or newspaper onto your desk or kitchen table and they are less expensive to buy than printing your ad right in the vehicle of choice.26 responsesIn the midst of all the other ads generating responses in the low 20's, one ad was generated more than 200 responses! Turning to the ad, we expected to find some totally new or unique offer, product or service. Each month, a computer printout listed the ads and how much response each had generated. You'd be watching re-runs of Seinfeld and there would come this Mr.If you do advertise, do not expect that a single ad, or even a few ads, constitute effective advertising. Then it discovered a startling correlation between its advertising and its direct-mail efforts: Its direct-mail response went up by 30% in the months it advertised to the same audience. He would fix VCR's, TV's, Toasters, etc… and he also would come to your home to hook up your entire entertainment system if you needed him to do that. It was amazing.23 responsesK Company……….However: If you don't have the budget to take a full advertising schedule, I often recommend that my clients buy one, well placed ad in the ideal magazine and then use that piece for years sometimes with a banner that says: "As Seen In Industry Today. See www. If you page through a magazine, you will quickly notice that you do not read the ads that make it difficult for you to figure out what they are selling.It contains a benefit to the reader. The fact is, we know that Coke is "The Real Thing" because Coke advertises, not because it has good salespeople or does great direct mail. The company should have taken its entire budget and sunk it into one or (at the most) two primary vehicles. So many ads talk about features, when it is benefits that motivate buying. For example, say your average customer spends $25 with you. Broad-reaching television or radio stations or general-interest daily newspapers base their rates on how many consumers they reach. Effective advertising needs to be consistent and steady. First, on my advice, he took an insert in the newspaper. This means you can direct mail to the same outdoor string light audience to which you are advertising! This is a very smart usage of marketing dollars. But it is only part of a total package.Advertising stays in front of your prospects when you can't be there. While a handful of salespeople can only be in front of perhaps a hundred or so prospects per month, advertising can reach thousands of potential buyers each and every month, week, or day. If you have an inexpensive product, your advertising has to deliver a high number of leads, or every lead has to turn into a repeat customer. In print, the first goal of high-response-oriented advertising is that it be visually distinctive. But if you see something really intriguing, you will UN-mute just to see what the heck is happening there. Happy customers will spread the word faster, and advertising will help facilitate that. Most ads in most publications today don't have headlines that tell you what they are trying to sell. Don't spend money on an advertising vehicle if the majority of its listeners/viewer/readers will never buy your type of product or services. If you advertise in a print medium (magazine, newspaper, etc.The headline is the ad for the ad. If you are spending $1,000 per month on advertising, you will need to attract 40 new customers per month to break even on the ad, not counting any of your other costs, such as product costs and overhead. Tim was on TV like 60 times per week, spread all over 50 different cable channels. Today, repetition and concentration are the keys to successful advertising. 2: Tell me what you want to tell me. Every business action requires some kind of cost justification.….A good headline follows these four criteria:It tells you what the product or service is. I know a fellow who has an electronic repair business.This is typical.. Responses to ads have jumped ten fold by simply changing the headlines. So make your ad distinctive." Joe will come into your business, and you will ask him how he heard of you. Instead, we found that the product advertised was nearly identical in price and features to four or five other products in the same publication. The name of the business was Mr. You must always ask for the order!SummaryAdvertising is a powerful tool for becoming a well-known player in any market. I saw that spot several times and it finally got my goat. Even if you take a small schedule and a small ad, by consistently letting it run in an appropriately targeted vehicle, over time that ad will have an impact.For example, let's say that you own a commercial real estate company or a business bank. He was becoming famous from this mere $200 per week. Happy advertising!Chet Holmes is President and CEO of Jordan Productions, an international training firm that helps companies accelerate growth using Chet's proprietary techniques. This is generally a very good way to go with B2B in a trade journal or B2C in a newspaper. When current clients see your ad, it reinforces their belief in you. In both cases, you are only interested in business people. Some years ago, a corporate training company launched its services by buying a few spots per week on seven different radio stations. High-response-oriented advertising focuses like a laser beam on the benefit to the customer.com to attend a webinar about Chet's concepts." Clever headlines that do not tell you what they are trying to sell are simply not effective. Something that makes it STAND OUT.

The body copy should…Be curiosity driven, unfolding the story you want to tell. An examination of their audiences may easily show you that a high percentage of their listeners or readers are not business people, yet you will have to pay to reach all of them. So for $200 per week, Mr. Tim's Home Electronic Repair and Installation Service took the newspaper insert in the local newspaper and bought, specifically, the major neighborhoods where he felt they have more time than money. Naturally, TV has both visual and audio possibilities. You must have other marketing, and you must make sure, ultimately, that you are treating the customer like gold. Tim, as people kept the insert around until they needed him. I wanted to see what they were advertising. The more penetration you can get to the same audience, the better the possibility that you will get noticed.Advertising supports everything else you do in your business. 4: Ask for the order.…. You can buy by zip code." This ad then works very hard for you as a direct mail piece, promo piece, or even a hand out at a trade show. He will say that his friend referred him and never think to mention that it was your advertising that prompted the friend to open his mouth in the first place. Too many ads do not give explicit instructions as to what action you would like the customer to take: "Order today and save," or "Call us today and receive this free…. Tim thought TV would be WAY too expensive, but, as it turns out, in some markets, you can buy just a neighborhood. If the headline isn't good, no one will read the rest of the ad. Each advertising vehicle has a loyal audience. Can you offer something for free that will help you engage the potential customer?Rule No. If they become regular buyers, then you can accept lower response rates. When I ran magazines and newspapers, we discouraged them because we NEEDED ads in the magazine/newspaper, but when we had a client we were going to lose over lack of response, we ALWAYS recommended the insert because they almost always worked. Then one day he walks into a bike shop and someone recognized him from his TV ad. That's the other beauty of newspaper inserts is that you can generally buy a small piece of the circulation to test the idea or to concentrate geographically. If those customers are one-time buyers, then you have to find a way to make your advertising more effective or less expensive.