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.
To learn more about this author, visit Lei Wang's Website.
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Lei Wang
(Visit Lei's Website)
== Why Almost Everyone Is Dead Wrong About
How To Get New Customers ==
Sick of cold calling or door knocking?
Tired of wasting money on advertising that
failed to deliver a return?
What if you could discover a method to get
qualified prospects to stand up and wave
their hands in front of your face?
Sign-up for ***FREE*** Marketing Lessons
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