Do People Really Need to See Your Ad 7 Times Before They'll Buy From You?
Do People Really Need to See Your Ad 7 Times Before They'll Buy From You?
That's why so many businesses spend enormous amounts of advertising dollars on branding and positioning, but at the end of day they have very little to show for it.
Most businesses go through the mechanical motions: creating brochures and websites, buying advertising space in newspapers and magazines, paying for prime spots on radio and TV, and launching public relation campaigns to pursue publicity and raise public awareness.
They simply follow the herd and copy what their competitors are doing, while scratching their head and wondering why sales haven't picked up one bit?
Many people blindly believe what the advertising agency tells them. They are told that marketing is all about brand recognitions, and according to the advertising industry:
“People will buy from you when the mention of your name gives them a predictable, positive, warm, fuzzy feeling. They needs to be reminded of you all the time, they need to see your name on bill boards when stopping by the traffic light, read about you in newspaper and magazines when catching the train to work, and watch your ad on TV while they eat dinner!”
As an entrepreneur, unless you have a multi-billion dollar advertising budget like Coca-Cola or McDonalds, you can’t afford to spend money on feel-good messages and pre-branding to the vast universe of people who will never be your prospect.
Most ads need to run more than 7 times over extended period of time due to the following reasons:
>> The advertisement fails to grab attention because the title or content lacks emotional appeal.
>> The advertisement provides no compelling reason or clear instruction on how to take action.
>> Timing is not right and the likely buyer is not ready yet to make a purchase.
>> Not many businesses can afford paying for a full page placement, and it’s very hard to sell anything more than $50 dollars from the size of a classified ad.
There are two ways to eliminate most of your advertising dollars, one method is to get equivalent free ad placement. The second method is to make an offer so irresistible you will have a qualified prospect – who is most likely to buy - stand up and identify themselves to you. And instead of running repeated ads at a few thousands dollars for each run, you can start your pursuit at your convenience, and at the cost of a phone call or letter.
This topic is outside the scope of this article due to word limit. However, it will be explained in more detail through subsequent email lessons. Visit my website and sign up for your *FREE* Marketing Lessons. This is just one of a dozen exciting strategies I will share with you.
Do People Really Need to See Your Ad 7 Times Before Theyll Buy From You - To learn more about this author, visit Lei Wang's Website.
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According to the advertising industry, your prospect needs to see your ads at least seven times before they'll act on it. And if the claim is true, you will need a deep pocket to play the game.
That's why so many businesses spend enormous amounts of advertising dollars on branding and positioning, but at the end of day they have very little to show for it.
Most businesses go through the mechanical motions: creating brochures and websites, buying advertising space in newspapers and magazines, paying for prime spots on radio and TV, and launching public relation campaigns to pursue publicity and raise public awareness.
They simply follow the herd and copy what their competitors are doing, while scratching their head and wondering why sales haven't picked up one bit?
Many people blindly believe what the advertising agency tells them. They are told that marketing is all about brand recognitions, and according to the advertising industry:
“People will buy from you when the mention of your name gives them a predictable, positive, warm, fuzzy feeling. They needs to be reminded of you all the time, they need to see your name on bill boards when stopping by the traffic light, read about you in newspaper and magazines when catching the train to work, and watch your ad on TV while they eat dinner!”
As an entrepreneur, unless you have a multi-billion dollar advertising budget like Coca-Cola or McDonalds, you can’t afford to spend money on feel-good messages and pre-branding to the vast universe of people who will never be your prospect.
Most ads need to run more than 7 times over extended period of time due to the following reasons:
>> The advertisement fails to grab attention because the title or content lacks emotional appeal.
>> The advertisement provides no compelling reason or clear instruction on how to take action.
>> Timing is not right and the likely buyer is not ready yet to make a purchase.
>> Not many businesses can afford paying for a full page placement, and it’s very hard to sell anything more than $50 dollars from the size of a classified ad.
There are two ways to eliminate most of your advertising dollars, one method is to get equivalent free ad placement. The second method is to make an offer so irresistible you will have a qualified prospect – who is most likely to buy - stand up and identify themselves to you. And instead of running repeated ads at a few thousands dollars for each run, you can start your pursuit at your convenience, and at the cost of a phone call or letter.
This topic is outside the scope of this article due to word limit. However, it will be explained in more detail through subsequent email lessons. Visit my website and sign up for your *FREE* Marketing Lessons. This is just one of a dozen exciting strategies I will share with you.
Do People Really Need to See Your Ad 7 Times Before Theyll Buy From You - To learn more about this author, visit Lei Wang's Website.
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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