Attract More Customers
Last month I discussed three reasons why advertising doesn’t work:
- Wrong or irrelevant publication or medium
- Wrong message
- Lack of frequency
In January, I addressed the issue of frequency. Let me explain the other two in this week’s Tip Sheet.
How do you know which newspaper, magazine, radio station or website to advertise in?
The first and most fundamental consideration in selecting the right type and form of advertising is to understand who your ideal customers are. Not everyone will be interested in purchasing your product or service. The 20 per cent who do, and consequently are the ones that generate 70 – 80 per cent of your total annual revenue, are your fan club. These are the ones you want to generate more business from.
Identifying your fan club helps to determine the demographics (age, gender, single, married, income, etc).and buying behaviours they have in common. Once the fundamental demographics of your fan club are clear, your marketing and advertising efforts can be honed to become 100 times more effective.
If you have the budget and are able to commit to investing in one or more ads a month for 9 – 12 months, then you can move to the next step – developing a powerful headline message that directly engages your fan club.
When you successfully combine the right advertising medium, the right message and the right frequency, you will get a bigger bang for your marketing buck.