It’s also important to be realistic
about how much to spend on
advertising. It's pointless spending
£1000 a month on advertising
unless you're confident that you'll
get at least that much back in
business. At the same time, you
don’t want to cut corners and
save on things like advert design.
Spending a couple of hundred
pounds having a really good, eye-
catching advert designed will pay
dividends in the long run. Don’t
try to create your own advert
unless you know what you are
doing - graphic design is a skilled
art form, let the experts do what
they are good at. After all, if you
broke your leg you wouldn’t try
to set it yourself … would you?
If you're still undecided about
advertising, here's something to
consider: in 2018 Morrisons made
£633 million profit, Tesco made
£1.3 billion, and most impressively,
Aldi went from a loss of £56 million
in 2012 to a profit just six years
later of £266 million.
And yet all of these companies
continue to advertise on television
and in the national dailies. Why?
Why do they continue to advertise
in the most expensive media
possible when they’re making so
much money? Perhaps the
question we should be asking is:
are they making so much money
because they advertise?
There’s an maxim worth remember-
ing: if you want to succeed, copy
someone successful ... and there
can be no doubt that the likes of
Tesco, Aldi and Morrisons are
extremely successful.
As I said before, advertising is
not an exact science and there are
no guarantees, but one thing is
certain: if you don’t advertise,
you definitely won’t get a
response! It’s like the lottery:
you’ve got to be in it to win it!
Editor
The main thing about advertising
is that it is essential to the success
of any business. Whether it's word
of mouth, radio, TV, internet or
paper advertising, if you don’t
advertise, you won’t get customers;
no customers, no business … it’s
that simple. And no, there’s no
guarantee that you will be inundated
with enquiries the first time you
advertise … it can take several
months. That’s the nature of
advertising. It’s a bit like planting
an apple tree: it takes time for it
to grow and produce fruit.
The Grapevine
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