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This special report will outline some of the mistakes to look out for and will give you advice about how to make sure that your advertising gives you the results you’re looking for.
1. If your Advertising isn’t working – STOP IT!
Let’s start with the simple stuff. If you are running advertising that is not working, please stop it!
This applies to you whether you're running ads in newspapers, magazines, or on radio, television, billboards, posters, taxis or buses.
I know it sounds obvious but here’s what often happens: People run advertising because they feel they ought to. They’re not really sure if it’s working but they are hesitant to stop it because it may be one of their main forms of marketing.
By the end of this report you will have enough information to ensure that you are never in that position again. You will either be running great ads that produce great results, or you will be spending your marketing money elsewhere.
2. Only use Direct Response Advertising
There are two types of advertising – direct response advertising and brand advertising.
Understanding the distinction between the two will immediately save you a fortune.
Brand advertising is used by large companies to build awareness of their brand. Unless you have huge amounts of money which you are happy to lose, you should avoid brand advertising at all costs. For a small business it is a complete waste of money.
The only type of advertising you ever want to consider is direct response advertising. The only purpose of direct response advertising is to produce a clear response.
The type of response may vary depending on the type of business you are in and your overall marketing strategy. You may want the response to be an immediate purchase. You may want the response to be for someone to contact you to ask for a brochure.
The great thing about direct response advertising is that you can instantly tell whether it is working (see the next point) It either produces a response or it doesn’t. One of the reasons that most small business advertising does not work is that it’s a combination of half hearted direct response and highly ineffective brand advertising.
Fortunately, you now know the difference. In the land of the small or medium business, direct response is King!
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