Because you want more business? More customers?
You call up some place to advertise then. You say, "I'd like to run some ads." And a lot of times, you have no idea how the whole process works. Maybe you place a few ads in a shopping news publication, or put some coupons in some mailing pack, or in a local magazine, or on the radio, etc. And I'm not even talking about all of the online advertising options you have. Your choices are overly abundant, which is confusing as hell. Everyone seems to have the answer for you. But they really don't have the answer, do they? They want your money - YOU WANT RESULTS. They get what they want... but you don't. Happens all the time. Then, whatever place you decided to advertise with, you say, "It doesn't work." But they didn't know how to make it work in the first place. They're only trained in how to take your money and place your ads.
Let's go back to the original business problem you have. You want or need more customers. Maybe sales are down. Maybe you have more competition in the area and it seems to be affecting your number of new leads coming in.
When you don't have as many customers as you'd like, it means your business is not anchored in enough MINDS of the people that could be your customers. So, then you should ask, "How do I get in more MINDS?"
This is what true branding accomplishes. And branding isn't about buying "awareness" ads that you may have already tried. It's about having "bonding" ads created and put in front of people on the proper advertising medium.
In my experience, radio is one of the best platforms to do this. Or good video that shows people what you're really about and how you care about doing the right thing. But how do you create "bonding" ads? How do you get people to bond with your company so they think of you first when they need what you sell?
You get them to like and trust you.
And that's not by telling them that you're dependable, quality, and you have a knowledgeable staff to serve their needs. These are the crappy "awareness ads" that don't work. You have to PROVE those things to people - not cram those cliche words down their throat. You have to tell stories, give PROOF that your product is great or service is superior, play to their emotions, and be sincere as possible. As if you're chatting with your best friend.
These kinds of ads are harder to create. But they work far better. Doesn't it make sense that if we put more thought and time and research into your marketing message, that it will actually work better? Of course it does!
Don't just buy some advertising. Buy the means to help you reach your goals. WHAT YOU SAY in your ads matters 10x more (or is it 100x more?) than WHERE you decide to put some advertising.
If you decide to advertise... first, set an annual advertising budget. You have to. This is a process. You'll get far better ROI if you do it consistently. No more of this "shooting from the hip" and hoping you hit something. When you do it right, you'll love it, and you'll do it forever because of the new customers you consistently attract.
Want more help? Need a plan? Just let me know. I'd be happy to. I can handle all of the media buying, talking to the ad reps, strategy development, copywriting, creative work, etc. I've been the advertising salesperson before. I've been the creative guy before. I know what works and what doesn't. You want someone you can trust. Someone who is in it to win it with you. Let's get together and you be the judge on whether we'd be a good fit.
Thanks! Have a groovy day!
9 Yards Marketing
Sioux Falls, SD
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What you do, speaks so loudly, I cannot hear what you say. -Emerson
Winning is like... you know... better than losing!