When people are concerned about the lack of response to their advertising, usually they complain about one of two things. They either say, “I put it in all the popular ezines but nobody responded” or “I followed all the copywriting ‘rules’ but didn’t even get one sale.” This dilemma is normally due to one common problem. There is one thing most people don’t think about that dooms their advertising to failure.
Advertising is a process, not an event. Basically this means four things.
(1) Your copy has to be fabulous.
(2) Your placement has to be right on target.
(3) Your timing has to be impeccable.
(4) You must repeat your ads regularly.
The one thing that most people don’t consider that dooms their ads to failure is that all four elements in the process must be in place.
There is another old advertising saying (marketer’s are just full of them). “Repetition breeds remembrance.” Nothing truer has ever been spoken. Why do you think Pepsi and Coca-Cola spend millions on marketing each year? Everyone in the world knows who they are. However, they understand that if they disappear from view, they are likely to drop in market share and fast!
Pepsi, Coke, McDonald’s and hundreds of other major corporations understand the importance of staying in front of their audience. The last statistic I saw pertaining to impressions stated that consumers must see your ad seven times before they really even notice it. SEVEN TIMES!
I know what you’re thinking, “But I’m a small business owner. I don’t have the budget of Coke or Pepsi.” True. But you can swap ads with others, write and submit articles to ezines or Web sites, arrange joint partner ads and split the cost plus a number of other things to reduce your advertising expense. What’s important is that you stay in front of your particular customer.
Once this combination is put into practice, you will notice a great increase in your advertising response. The result of an ad that is well written, placed in a targeted publication, timed impeccably and repeated with regularity will be a more consistent flow of sales for your business.
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