From Biz2Biz NWA – “The Business of Technology” October 2009
By Janie Pritchett-Clark
Advertising is one of the most effective ways to grow your business. There are a lot of options out there, and not all of them are right for you. How do you choose your message? We asked Mark Ponkey of Names and Numbers for his top advertising pointers.
1. Speak to your customer. Customers are looking for answers and ideas on where to make their purchases. Focus your advertising on the consumers’ needs and wants and how your business fills them. Tailor your message so that it speaks directly to their interests.
2. Get creative. Traditional media includes print, radio, TV, direct mail and directional advertising. Just because it’s familiar doesn’t mean it has to be boring. Use creativity to draw attention to your business and why you deliver results better than the alternatives.
3. Be aggressive. When times are good you should advertise. When times are tough you have to advertise. Advertising is the surest way to stay at the top of the consumer’s mind so your competitor won’t. Have you heard a McDonald’s, KFC or Appleby’s ad today? These giants aren’t investing millions on advertising because the want to. They know they must.
4. Be everywhere. Think about all the places your customer would look for you, or products and services like yours, when they are ready to buy. Build an advertising foundation that makes it easy for them to find you.
5. Listen up. Your customer is the best resource for creative ideas on how to improve or expand the products and services you provide. When your customer provides feedback, take it, study it and put it to work. Listen and you may hear opportunities you hadn’t dreamed of – your next eye-catching headline or sales-busting call to action.
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