What Is The Point Of Advertising?
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I was recently looking through some of my local Yellow Pages and also local business websites in my area when I started to think about the purpose of advertising. I get the weird feeling as I am flipping through some poorly constructed ads and websites that some (ok, a lot of) businesses don't understand the purpose of advertising.
I think that some businesses advertise in the Yellow Pages or get a website or on the radio or on local TV... because they feel they have to. They think that this is the "thing to do", they do it because it is expected. They also see it as an expense.
Now, this last one blows me away because advertising is not an expense. Advertising is an investment to be made in your business and it should be using a tested and proven method. You should have a good idea what your return will be and it is best if you can turn it on and off at will. If your advertising is costing you money and you don't know why you are doing it,
THEN STOP!
Because you are flushing money down the toilet.
You don't advertise when you can afford it, you advertise when you want to produce results (typically sales). When times get tough for a company, they often cut back on their advertising first. Oh dear. How can a business expect to make money if they are not advertising? They should be advertising more to boost sales, revenue and profits.
The problem is that most advertising is done poorly and is wasted money. Poor headlines don't connect with customers, poor copy doesn't interest them, poor (or no) call to action doesn't invoke the driving urge to run to their phone and call you right now to place their order.
If your advertising does not produce a predictable, positive result for your business, then stop wasting your money on it. Get it fixed. And then turn on the tap of new profits.
What Is The Point Of Advertising - To learn more about this author, visit Jonathan Hook'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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