How to Get a Better Response to Your Advertising Dollar
When you’ve been in business for a while, you will have paid for advertising that some salesperson has persuaded you to invest in. Look at it this way. You write out a check for some kind of promotional advertising.
You have no idea whether or not you are making a good decision that will be a good return on your investment. You cannot see into the future so you don’t know what response you are going to get. Now the salesperson will make all sorts of assurances but won’t give any guarantees.
You’re in a situation where there is considerable uncertainty and, I don’t know about you, but I hate uncertainty in business especially with my money. The problem arises when you try and measure the response to your promotional advertising. If you ask people how they heard about your business, your products and your services be prepared for them to tell you the first thing that comes into their mind.
I asked new customers for a year where they had heard about my consulting service. The answers were as follows, 9 word-of-mouth, 16 had read my articles, and 31 said they saw my advertisement in the Yellow Pages. This was odd because I have never advertised my business in the Yellow Pages. The outcome of this little experiment has led me to believe that customers, clients will say the first thing that comes into their head when they are asked a question like this.
Most advertising is set up in a way that is impossible to accurately measure the response and the subsequent sales. It is only if you practice direct response advertising that you can accurately track the outcome. If you don’t practice direct response then your advertising media salesperson will blame the failure of your advertising campaign on, the weather, the ad was too small, you didn’t run the ad often enough, the economy, your product, your company image and so on. They are not in the business of accepting any responsibility. This means that it is best to avoid that sort of advertising.
Direct response advertising has a headline that attracts the reader and persuades them to read the rest of the advertisement. The advertisement creates interest in your services or products, there is a specific offer in the advertisement. There is a deadline or urgency and there is a way of measuring the results.
Most businesses don’t have an unlimited amount of money to spend on their marketing and advertising. Since you have some financial limits why not spend your budget on advertising that will get results and that you can measure. The feedback you get from your measurement will tell you what changes you need to make so that you get a better response.Tags: Advertising, Advertising Budget, Better Response to Advertising, Marketing, Sales