| > | | | | enough products or services to pay for your single |
| I am certain that, as a business owner, you have | | | | ad? Or, do you expect to gain a lifelong customer |
| often entertained the question as to how much to | | | | who will help pay for your advertising over the |
| spend and where to spend your advertising dollars. | | | | course of several years? |
| For most small business owners, these questions can | | | | When you know what you want, then you will better |
| add to the headaches suffered in the course of | | | | understand just how to do it. |
| normal everyday operations of their business. | | | | HEADLINES, AD COPY AND VISUAL |
| THERE ARE NO SIMPLE ANSWERS | | | | PRESENTATION |
| The how much to spend and where to spend it | | | | You might be surprised how many business owners |
| questions have no easy answers. | | | | put out advertising without regard for the quality of |
| Depending on your type of business, many people | | | | the sales pitch or presentation. The quality of your |
| suggest that the *how much* should be equal to | | | | distribution outlet or the amount of money you spent |
| anywhere from 4% to 10% of your gross receipts. | | | | to get there will do little for you if the advertising |
| The quandary is that a business cannot survive | | | | vehicle is a junker. |
| without a fresh flow of incoming customers. But, a | | | | Test all of your advertising materials in smaller |
| business can seldom generate a fresh stream of | | | | markets before blowing your advertising bank roll on |
| customers without spending money to get the word | | | | it. You must absolutely know the value of your |
| out about their business. | | | | advertising before putting large sums of money |
| THE CHALLENGE OF DEVELOPING EFFECTIVE | | | | behind it. |
| ADVERTISING | | | | TRACKING THE SUCCESS OF YOUR ADVERTISING |
| Have you ever paid for advertising and sat back to | | | | CAMPAIGNS |
| await the fresh flow of customers, only to find | | | | Tell your customers to save another 10% when they |
| yourself sitting and sitting and then sitting some | | | | tell you they heard or saw your ad in such-and-such |
| more? | | | | location. Suggest that they can register to win a free |
| Don’t feel bad about that. It has happened to | | | | widget if they fill out a form and have them to tell |
| many of us before. | | | | you how they heard of your business. Advertise a |
| See, knowing where to spend the advertising money | | | | specific widget in your ad and track the sales of that |
| is not enough to get the job done. | | | | widget. |
| Where to spend the money only begins to highlight | | | | It does not matter how you track your advertising |
| the other issues connected with advertising: | | | | --- just make sure you do it! |
| · Marketing Plan | | | | IN SUMMARY |
| · Advertising Strategy | | | | The ideal way to spend your advertising budget is to |
| · Headlines, Ad Copy and Visual Presentation | | | | buy a rifle with a high-powered scope and to only |
| · Tracking the Success of Your Advertising | | | | shoot your targets in the light of day. |
| Campaigns | | | | If you are not tracking your advertising, then you are |
| THE MARKETING PLAN | | | | shooting a pellet gun without an attached scope, with |
| The Marketing Plan is used primarily to identify your | | | | blinders on, and shooting in the dead darkness of |
| own products and services, costs, strengths, | | | | night. |
| weaknesses and the strengths and weaknesses of | | | | Even with a bigger gun, the blinders in the dark |
| your competitors. | | | | constitute the single largest mistake made by |
| To learn more about constructing your own | | | | advertisers. If you are unable to track your |
| marketing plan, visit the Small Business Administration | | | | advertising to learn what is working well, what is |
| website for a comprehensive study of the elements | | | | working somewhat, and what is a money pit, then |
| of a Marketing Plan: | | | | you are condemned to repeat your mistakes over |
| ADVERTISING STRATEGY | | | | and again. |
| It is important to understand what you expect to | | | | By relying only on gut instinct, you may be choosing |
| gain from your advertising. | | | | to spend more money in the money pit and to lose |
| Do you simply wish to get your name known so that | | | | all of your money in the process. |
| when your customer will need you, they will think of | | | | When you get down to the nuts and bolts of making |
| you first? Or, do you wish to get your customers in | | | | money from your advertising, you should plan, |
| your front door on Saturday? | | | | prepare, track and study your results. You must have |
| Do you want your customers to come in and take a | | | | factual information on which to base your advertising |
| look around to discover the next object that they | | | | decisions. When you are making the right advertising |
| cannot live without? Or, do you want them to come | | | | decisions, then making money from your business |
| in and buy a specific widget? | | | | might just come easy. |
| Do you hope that enough people will come in to buy | | | | |