Creating Customers, LLC

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HOW TO FOCUS YOUR ADVERTISING FOR MAXIMUM EFFECT!

Hi again, and welcome to another exciting Marketing Tip of the Week.

In the next few tips of the week I'm going to write about another
way to have customers beating a path to your place of
business---advertising.

You probably do some advertising now. But the advertising that I'll
be writing about is a highly specialized form of advertising.

Most business owners waste the bulk of their advertising effort and
expense by advertising incorrectly.

I'll be writing about how to use advertising in an extremely
effective, targeted, and rifled approach that can't help but grow
your customer base many times over.

Let's discuss where advertising makes strategic sense and where it
doesn't.

Once again, I believe most companies and professionals advertise
inefficiently and ineffectively.

By inefficiently, I mean that most companies I look at, and most
professionals, are paying to run ads in publications and newspapers
that aren't being read by large numbers of the type of people they
are trying to reach.
 
Even though I'm referring to print advertising, the same rules will
apply to any advertising medium that you use, whether it's banner
advertising on a website, an ad in an email newsletter, an ad on
radio, on TV, etc.

If you do radio advertising, you could easily be using the wrong
station, or the wrong time of the day in which your ad is
broadcasted.

If you do TV or Cable advertising, you could be running on the
wrong station or the wrong time, or the wrong show.

If it's an ad in an email newsletter or on a website, you could be
advertising to wrong crowd.

The first rule for effective advertising is:

You only advertise when the message you want to send will be heard
by the highest concentration of the people you want to be talking
to.

In regards to effectiveness, you should only run your advertising
to reach the highest concentration of real prospects that you want
to have as customers.

You want to make the advertising you decide to run produce solid
continual results.

This is very important.

Whenever you run an advertisement, that advertisement must provide
the reader, the viewer, and the listener with a self-serving
advantage.

Remember that it's not about you, but about them.

The customer has to be certain they are going to receive a payoff,
a benefit, or an advantage from reading, listening, or viewing, or
a payoff from sending in, coming in, or calling in.

It's important that you understand there are three elements to
making your advertising productive and effective.

Element number one is that it's got to be about them, their
concerns, their well-being, and their advantage---not yours.

Number two, you've got to offer them enough information and
education. 

Finally, you have got to give them some reason why they should
contact you, call you, come into your place of business, or try out
some product you are offering.

Unless your advertisement combines these three elements, your
advertising will fail. Or, at best, it will be so much less
effective then it ought to be.

Well that's it for this week.  Next week I'll give you some
examples of highly effective advertising and how you can measure
the results.
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                     **TAKING ACTION** 

1. Did you apply last week's idea to your business? If not, why? 

2. What help do you need in order to apply it?

3. What areas of your business would you like me to address? Let me
know by writing to ken@kenvarga.com 

=============================

                         **OUR BLOG** 

Visit our blog at www.kenvarga.com/news to see the answers to
questions some of you have asked. Be sure to leave your comments
and ask for clarifications if needed. To post a comment, just
scroll down to the bottom of the blog article, click on "Comments",
and type in your comment in the text box that opens. 

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Till next week. Keep well, and have a profitable week! And remember
to forward a copy of this newsletter to a colleague; it may be just
what they need to take their business to another level. 

Best Wishes, 

Ken Varga
...using experience from my 35 businesses to help you generate
millions of dollars from yours

P.S. If you haven't done so yet, take a few minutes to "whitelist"
"ken@kevarga.com" (add it to your address book as a friend) to make
sure you don't miss future issues. 

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