Revealed: Secrets That Most Advertising Agencies And Sale Reps Hope You Never Discover
Revealed: Secrets That Most Advertising Agencies And Sale Reps Hope You Never Discover
They are often sold the worst kind of advertising because it matters more to the agency how much the seller will get in commission, not how effective the ad is for the buyer.
If you are looking for fast food readily available over the counter, there is always a McDonalds or KFC just around the corner.
Like the truly great restaurants, you will need some skills and guidance to find the most effective and affordable advertising venues. These venues aren’t openly promoted, no commission is paid out, and there are no sale representatives.
There are five major categories of advertising venues you should think about:
>> Trade Publication and Hobby Magazine with hundreds upon thousands of ultra-loyal readers;
>> Mega-Large and Organically-Grown Newsletter Mailing List;
>> Heavy Traffic Blog Networks;
>> Information-Hungry Membership Sites;
>> Top Article Directories and Article-Announcement Groups.
If you advertised in newspapers, mailed out letters, or dailed phone numbers, and if your response rate is more than 2%, give yourself a pat on the back because the industry average is only 1% - 2%. That means you have done a much better job than majority of your competitors
However, if you aiming for a better-than-average score, then forget what the “advertising expert” tells you, and think in terms of double digits not single digits. And if you are getting any less than 20%, you are not making full use of your advertising dollars.
What’s the secret here?
There is no secret.
If there is - it’s an open-secret you can buy in a local bookstore for less than $15. Get your hands on any marketing book, and you will come across the word “target marketing”.
It’s such a buzz word today, according to Wikipedia “it’s a process of pulling apart the entire market as a whole and separating it into manageable, disparate units based on demographics.”
In plain English, it’s about selling to the right buyers. And if you run ads where the wrong people see them or not enough people see them. your phones aren't going to ring... and nobody is going to come into your store.
No matter how good your product is.
No matter how persuasive your sale copy is.
No matter how much budget you have.
I see people make this mistake all the time, if you are selling software to business people, don’t spend half a million advertising in the New York Times.
Why? My guess is 90% of the people reading the New York Times aren’t business owners, therefore 90% of your advertising dollar would be wasted.
What’s the alternative? Place your ad in business publications where you are speaking to 100% of your target market. Remember that more is not better, go fishing where the fish are, and place your ads where you “ideal” customers gather.
If you want to double, triple and even quadruple the return on your advertising dollars; if you want to find out how to advertising without spending $1 on advertising; visit my website by clicking on the link at the end of this article, and sign up for your *FREE* Marketing Lessons.
Revealed Secrets That Most Advertising Agencies And Sale Reps Hope You Never Discover - To learn more about this author, visit Lei Wang's Website.
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Most businesses choose advertising venues recommended by their advertising agency, or base their decision on which media representative shows up on that day.
They are often sold the worst kind of advertising because it matters more to the agency how much the seller will get in commission, not how effective the ad is for the buyer.
If you are looking for fast food readily available over the counter, there is always a McDonalds or KFC just around the corner.
Like the truly great restaurants, you will need some skills and guidance to find the most effective and affordable advertising venues. These venues aren’t openly promoted, no commission is paid out, and there are no sale representatives.
There are five major categories of advertising venues you should think about:
>> Trade Publication and Hobby Magazine with hundreds upon thousands of ultra-loyal readers;
>> Mega-Large and Organically-Grown Newsletter Mailing List;
>> Heavy Traffic Blog Networks;
>> Information-Hungry Membership Sites;
>> Top Article Directories and Article-Announcement Groups.
If you advertised in newspapers, mailed out letters, or dailed phone numbers, and if your response rate is more than 2%, give yourself a pat on the back because the industry average is only 1% - 2%. That means you have done a much better job than majority of your competitors
However, if you aiming for a better-than-average score, then forget what the “advertising expert” tells you, and think in terms of double digits not single digits. And if you are getting any less than 20%, you are not making full use of your advertising dollars.
What’s the secret here?
There is no secret.
If there is - it’s an open-secret you can buy in a local bookstore for less than $15. Get your hands on any marketing book, and you will come across the word “target marketing”.
It’s such a buzz word today, according to Wikipedia “it’s a process of pulling apart the entire market as a whole and separating it into manageable, disparate units based on demographics.”
In plain English, it’s about selling to the right buyers. And if you run ads where the wrong people see them or not enough people see them. your phones aren't going to ring... and nobody is going to come into your store.
No matter how good your product is.
No matter how persuasive your sale copy is.
No matter how much budget you have.
I see people make this mistake all the time, if you are selling software to business people, don’t spend half a million advertising in the New York Times.
Why? My guess is 90% of the people reading the New York Times aren’t business owners, therefore 90% of your advertising dollar would be wasted.
What’s the alternative? Place your ad in business publications where you are speaking to 100% of your target market. Remember that more is not better, go fishing where the fish are, and place your ads where you “ideal” customers gather.
If you want to double, triple and even quadruple the return on your advertising dollars; if you want to find out how to advertising without spending $1 on advertising; visit my website by clicking on the link at the end of this article, and sign up for your *FREE* Marketing Lessons.
Revealed Secrets That Most Advertising Agencies And Sale Reps Hope You Never Discover - To learn more about this author, visit Lei Wang'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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David BarrDavid Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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