The 3 top reasons not to advertise are:
1) The Economy
2) Sales Are Slow (so the first thing cut is the ‘advertising budget’
3) Cost
Reason 1: The Economy:
First, let’s address the economy. Time after time, recession after recession it’s been a closely guarded fact that the businesses that make it and come out of adversities like these … and become even stronger … are the ones that continue to advertise. (And guess what – most of your competition will have already stopped advertising … leaving you with more people with more eyes on your product. Make sense?
A good example is what is now a huge soft drink company (red and white logo …. bet you know who I mean). Point is during the Great Depression they advertised heavily while their competitors languished … and vanished. Result? As you know they became a powerhouse of a business and still are!
Reason #2: Sales Are Slow
OK, I understand your sales are slow – it only makes sense you do something to bring people in the door now, doesn’t it! PUT YOUR FACE OUT THERE! Cutting your ad budget when you need it to work for you most is like slitting your throat because you’re hungry.
Next Reason: Cost
Stop throwing your money away! Here is where the rubber meets the road. You need to look at ROI (return on investment). If you don’t know if your advertising dollars are returning results … how can you tell if it’s even effective?
For example, you just gave away the store by plunking your cash down for a fabulous looking ad … and ???? What? You don’t even know if anyone responded to your ad. How sick is that.
This is where ‘performance based advertising’ is totally and uniquely different. You get with a program or advertising agency that specifically ONLY targets customers we already know are buying and looking for a particular type of product or service.
Here’s where ‘performance based advertising’ pulls out all the stops. What if you could:
a) tell exactly how many responses you got on a particular day on a particular ad, in a particular publication or a particular newspaper?
b) and if you could simultaneously compare that ad to a totally different ad, AND
c) simultaneously compare a “tweaked” version of the same ad
d) simultaneously compare a tweaked version or different ad in the same publication on the same day (or even a different publication)
Get the idea?
Now what if you could even get those people who are actively engaged in looking for your product or service and chomping at the bit to “GIVE YOU” their contact details too!
What would that type of advertising be worth to you?
What’s your annual ad budget? $5,000, $10,000, $25,000? More? Less? How many of your sales or walk-in traffic can you actually attribute to any of your ads? A particular ad?
You don’t need to be spending mega-wads of cash to get effective advertising results. Starting with one or two small, properly designed, set-up and properly placed ads you can begin seeing huge differences in your advertising results.
You will know without a doubt where and how which ads work and which don’t. You’ll know exactly what customers came from what ad, and when.
Now, about those reasons to not advertise. Don’t you think they are a bit foolish? Slit your own throat if you want to.
The reasons to advertise in a performance driven manner are logical and proven to be outstandingly effective. So… how’s your advertising doing in this economy? Answer: As they say in racing – ”STAND ON IT!”
