Almost all of the advertising reps out there will hate this but it’s true. Most of them have no clue on what makes advertising effective – ask them – you’ll see.
They will say things like exposure, repeatability, memorable – etc.
That is what they were taught in their training classes – taught by others who have no clue about effective marketing.
All they are concerned with is getting you to buy an ad – and the bigger the ad the better.
They will say your ad needs to run 7 times to get a sale.
Bull.
They will say that running your ad for 12 months will double your brand recognition.
Partially bull – it may increase your recognition but will do nothing to help sales.
Your advertising must pay for itself (break even can be a good thing initially) on the FIRST time the ad is run.
If it doesn’t – test a new one.
If it makes money the first time, it will the second, and the third time.
*****> If it loses money the first time, it’ll lose money the second time and the third time as well. Your advertising must make money the first time – and the only way to tell is through the tracking you do. <*****
Action Plan:
(1) Make sure you learn how to write effective advertisements and marketing pieces. Study good direct response marketing courses (one of one is my own Marketing ESP course)
(2) Write (or re-write) yours to use solid direct response marketing techniques (headlines, sub-heads, talking with them feel (not at them), strong close, irresistible offer, time limited, and ask for action).
(3) Put some form of tracking device in the ad (if they are calling you – have them ask for dept 4 – so you know that they are calling from Ad#B). If they are writing in – have the order form use a tracking number (department FH-6 for example)
(4) Run the ad and measure the response. If you do not break even initially then the ad will probably be a flop in the long run. If the ad works and makes money – KEEP RUNNING IT. It will make money each time you run it until you see the decline to below break even point.
[Remember: the reason you can break even on first run advertisements is that you should have other products and services to sell to this person after the initial sale. The bulk of your profits will come from sales after the first.]
Write hard! And test lots.
To your success,
Troy White
