What Great Online Advertising Really Is!
What Great Online Advertising Really Is!
And off they go, to promote their company with image advertising that shouts to the world how great they are.
They hope, and they prey that some how, some way, the message about their brand will stick in people’s minds. Never knowing if it does, or if it doesn’t. Or whether their marketing dollars are paying them back in increased sales.
Some even think a cool web site, or sexy flash demo is enough to get their phones to start ringing.
This all too common approach is a huge waste of time, and money. Never let an advertising rep tell you any different.
Sales and Marketing are far more alike than most people realize. The sole purpose of marketing, and advertising is to make sales. Full Stop.
If you don't know how many sales dollars your online advertising is really bringing in, stop advertising.
Advertising must do much more than just get your name out there. It must educate, qualify, convince, & persuade.
Great Advertising is Nothing Less Than “Salesmanship in Print”!
Think of it as a sales presentation that’s geared toward accomplishing a carefully defined objective, whether that objective is the actual sale, or a step toward it.
Most successful campaigns are in fact a series of graduated commitments, leading up to a transaction. It might start with something as simple as an exchange of information. For example, the prospects name & address, in exchange for some information about solving a problem. That's always a winning formula.
When a prospect takes this step, they are actually qualifying themselves, persuading themselves, and giving you permission to follow up with them, all at the same time. And without any investment in personal selling.
After all, why should you waste your valuable time talking to a prospect that isn't already highly qualified, and predisposed to buying from you?
The key to profitable sales, marketing, and advertising lies in the response. Yet 90% of businesses fail to ask for, and track incremental response in their advertising. The only thing they track are sales, and then wonder why their results are so abysmal.
Why Is Incremental Response So Important?
Because it tells you what you're getting, so you can change what you're giving, until you get what you want.
The majority of people need to be exposed to your value proposition more than once before opening their wallets anyway. Why not play an active role in the process, and track the response you get to each successive stage of commitment?
Think of a pyramid, with rows of blocks piled one on top of the other. The wider you build each row, the better your chances of getting to the top.
If all of this sounds just too simple, and you don't believe it has the power to line your pockets with all the money you want, think again.
There are millions of businesses out there that just don't get this.
Nobody knows for sure how an individual will react to a given message. But en mass, human nature is as predictable as the hands on a clock. If you broadcast a message, the collective response will consistently come back to you within an amazingly small variance. So measure your response, try things, and repeat. It's that simple.
Set up a few pay per click campaigns on google, track your investment in real time, and start experimenting to see what kind of desirable actions you can get your visitors to take right away when they read your sales message. You get instant feedback, and changes are no cost. The whole set up runs for about the cost of a few cups of coffee a day.
Think of it as your own personal marketing laboratory. When you find something that works, you can replicate it in other more costly forms of media.
And remember, it doesn’t matter if you're selling printed circuit boards, herbal remedies, or anything in between, the same principles apply.
What Great Online Advertising Really Is - To learn more about this author, visit Daniel Levis's Website.
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Many business people have a distorted view about the distinction between sales & marketing. The common view looks something like this. "Market by advertising to get your name out there, so that people will be familiar with you. When they need what we’re selling, they’ll know who to call".
And off they go, to promote their company with image advertising that shouts to the world how great they are.
They hope, and they prey that some how, some way, the message about their brand will stick in people’s minds. Never knowing if it does, or if it doesn’t. Or whether their marketing dollars are paying them back in increased sales.
Some even think a cool web site, or sexy flash demo is enough to get their phones to start ringing.
This all too common approach is a huge waste of time, and money. Never let an advertising rep tell you any different.
Sales and Marketing are far more alike than most people realize. The sole purpose of marketing, and advertising is to make sales. Full Stop.
If you don't know how many sales dollars your online advertising is really bringing in, stop advertising.
Advertising must do much more than just get your name out there. It must educate, qualify, convince, & persuade.
Great Advertising is Nothing Less Than “Salesmanship in Print”!
Think of it as a sales presentation that’s geared toward accomplishing a carefully defined objective, whether that objective is the actual sale, or a step toward it.
Most successful campaigns are in fact a series of graduated commitments, leading up to a transaction. It might start with something as simple as an exchange of information. For example, the prospects name & address, in exchange for some information about solving a problem. That's always a winning formula.
When a prospect takes this step, they are actually qualifying themselves, persuading themselves, and giving you permission to follow up with them, all at the same time. And without any investment in personal selling.
After all, why should you waste your valuable time talking to a prospect that isn't already highly qualified, and predisposed to buying from you?
The key to profitable sales, marketing, and advertising lies in the response. Yet 90% of businesses fail to ask for, and track incremental response in their advertising. The only thing they track are sales, and then wonder why their results are so abysmal.
Why Is Incremental Response So Important?
Because it tells you what you're getting, so you can change what you're giving, until you get what you want.
The majority of people need to be exposed to your value proposition more than once before opening their wallets anyway. Why not play an active role in the process, and track the response you get to each successive stage of commitment?
Think of a pyramid, with rows of blocks piled one on top of the other. The wider you build each row, the better your chances of getting to the top.
If all of this sounds just too simple, and you don't believe it has the power to line your pockets with all the money you want, think again.
There are millions of businesses out there that just don't get this.
Nobody knows for sure how an individual will react to a given message. But en mass, human nature is as predictable as the hands on a clock. If you broadcast a message, the collective response will consistently come back to you within an amazingly small variance. So measure your response, try things, and repeat. It's that simple.
Set up a few pay per click campaigns on google, track your investment in real time, and start experimenting to see what kind of desirable actions you can get your visitors to take right away when they read your sales message. You get instant feedback, and changes are no cost. The whole set up runs for about the cost of a few cups of coffee a day.
Think of it as your own personal marketing laboratory. When you find something that works, you can replicate it in other more costly forms of media.
And remember, it doesn’t matter if you're selling printed circuit boards, herbal remedies, or anything in between, the same principles apply.
What Great Online Advertising Really Is - To learn more about this author, visit Daniel Levis'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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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens'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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For an online Car Loan Calculator and finance for a cheap car loan. Get approved on car loans or car finance in Australia with cheap bank car loans and finding a car finance broker. Commercial car loans including business car finance and car lease. Car Loan Calculator has information on finance companies and getting the right cheap car loan from banks at best car loan rates and a online car loan calculator for all finance in Australia. Get the best car finance with our help at Car Loan Calculator and Finance Ezi. - Visit Richard Jefferies'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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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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