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HOME - Home Business
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How
to Win the Advertising and Promotion Game
Copyright © Stone
Evans, The Home Biz Guy
http://www.pluginprofitsite.com/main-6973
I am certain that,
as a business owner, you have often entertained the question as to how much to
spend and where to spend your advertising dollars. For most small business
owners, these questions can add to the headaches suffered in the course of
normal everyday operations of their business.
THERE ARE NO
SIMPLE ANSWERS
The how much to spend and where to spend it
questions have no easy answers.
Depending on your type of business,
many people suggest that the *how much* should be equal to anywhere from 4% to
10% of your gross receipts.
The quandary is that a business cannot
survive without a fresh flow of incoming customers. But, a business can seldom
generate a fresh stream of customers without spending money to get the word out
about their business.
THE CHALLENGE OF DEVELOPING EFFECTIVE
ADVERTISING
Have you ever paid for advertising and sat back to
await the fresh flow of customers, only to find yourself sitting and sitting
and then sitting some more?
Don’t feel bad about that. It has
happened to many of us before.
See, knowing where to spend the
advertising money is not enough to get the job done.
Where to spend
the money only begins to highlight the other issues connected with advertising:
· Marketing Plan
· Advertising Strategy
· Headlines, Ad Copy and Visual Presentation
· Tracking the
Success of Your Advertising Campaigns
THE MARKETING
PLAN
The Marketing Plan is used primarily to identify your own
products and services, costs, strengths, weaknesses and the strengths and
weaknesses of your competitors.
To learn more about constructing your
own marketing plan, visit the Small Business Administration website for a
comprehensive study of the elements of a Marketing Plan:
http://www.home-business.com/nav/articles/links/sba_plan.html
ADVERTISING STRATEGY
It is important to understand what
you expect to gain from your advertising.
Do you simply wish to get
your name known so that when your customer will need you, they will think of
you first? Or, do you wish to get your customers in your front door on
Saturday?
Do you want your customers to come in and take a look
around to discover the next object that they cannot live without? Or, do you
want them to come in and buy a specific widget?
Do you hope that
enough people will come in to buy enough products or services to pay for your
single ad? Or, do you expect to gain a lifelong customer who will help pay for
your advertising over the course of several years?
When you know what
you want, then you will better understand just how to do it.
HEADLINES, AD COPY AND VISUAL PRESENTATION
You might be
surprised how many business owners put out advertising without regard for the
quality of the sales pitch or presentation. The quality of your distribution
outlet or the amount of money you spent to get there will do little for you if
the advertising vehicle is a junker.
Test all of your advertising
materials in smaller markets before blowing your advertising bank roll on it.
You must absolutely know the value of your advertising before putting large
sums of money behind it.
TRACKING THE SUCCESS OF YOUR
ADVERTISING CAMPAIGNS
Tell your customers to save another 10% when
they tell you they heard or saw your ad in such-and-such location. Suggest that
they can register to win a free widget if they fill out a form and have them to
tell you how they heard of your business. Advertise a specific widget in your
ad and track the sales of that widget.
It does not matter how you
track your advertising --- just make sure you do it!
IN
SUMMARY
The ideal way to spend your advertising budget is to buy a
rifle with a high-powered scope and to only shoot your targets in the light of
day.
If you are not tracking your advertising, then you are shooting
a pellet gun without an attached scope, with blinders on, and shooting in the
dead darkness of night.
Even with a bigger gun, the blinders in the
dark constitute the single largest mistake made by advertisers. If you are
unable to track your advertising to learn what is working well, what is working
somewhat, and what is a money pit, then you are condemned to repeat your
mistakes over and again.
By relying only on gut instinct, you may be
choosing to spend more money in the money pit and to lose all of your money in
the process.
When you get down to the nuts and bolts of making money
from your advertising, you should plan, prepare, track and study your results.
You must have factual information on which to base your advertising decisions.
When you are making the right advertising decisions, then making money from
your business might just come easy.
-----------------------------------------------------------------
Stone
Evans will help you setup your very own money making
website today that's
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your own pre-written ezine-in-a-box
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absolutely free WITHIN 24 HOURS!! Get started
immediately at:
http://www.pluginprofitsite.com/main-6973
-----------------------------------------------------------------
Reprinted with permission from the Plug-In Profit Site Free Website Builder.
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