MARKETING
PUTTING ALL YOUR EGGS
IN
ONE BASKET.
If you’re getting all your advertising from one
ad. When people are interested in hiring you,
they will read about how you can solve their
problems.
PICTURES THAT ARE IRRELEVANT TO
THE SALES MESSAGE.
media, you may get in trouble. What happens
when that website, newspaper, or commercial
stops working? Your business is sunk. A
common mistake many newbie owners make
is putting all their ad dollars in testing out
one advertising medium. This is even more
dangerous. When you’re trying to grow a
company, you have to take massive action. The
key to successful advertising is relentlessly
testing several options with the best educated
guess you can make. If plan A fails, move on to
plan B until it works. Even the best advertising
writers create ads that fail. Be prepared
for failure. When you fail, learn from your
experience and move on. Test your ads small
and never put all your money in one advertising
media.
NOT
MAILING
TO
YOUR
CLIENTS.
Your
first marketing effort should be to keep your
current clients coming back to you. If you spend
any money on marketing, the first thing on your
list should be mailing newsletters, letters, or
postcards to your clients. Also send them email
newsletters. But remember that regular mailers
always get the best response.
Advertising really isn’t hard. Just find out
who your prospect is and what she wants. Then
create a message that tells how you can meet her
needs better than any other company. And last,
pick an advertising media that best reaches your
Here’s one: “Forget the Rest Try the Best.” Let’s prospect with your message.
Stay focused on the goal of your advertising.
imagine for a second your prospect is intrigued
Then
make a wise choice in choosing your media
by that statement and they start to read more
and writing your ad. Don’t make the mistakes
of your ad. What the prospect is looking for is
other cleaners make.
proof of your bold claim. Making a claim like
that causes a prospect to think, “Yeah right,
prove it.” If you don’t follow your bold claim
John Braun
with some form of measurable proof, you lose
Hitman Advertising
their interest.
Something many ads lack is the use of
meaningful pictures that either enhance the sales
message or catch attention. But be careful about
using pictures solely to catch attention. If the
picture is completely irrelevant to the message,
your prospect gets turned off.
MAKING A BOASTFUL CLAIM AND THEN
LEAVING THE PROSPECT HANGING.
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