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