Why Doesn't My Advertising Work?

What's one of the biggest reasons that advertising doesn't work for local businesses?

Well... because most MEDIA PEOPLE that sell advertising, don't know how to MAKE it work.  They just sell the ads and hand off the copy writing task to someone who also doesn't know how to make advertising work.  They think it's the Media that matters.  But it's not.  It's the message.

They don't understand that it's ALL about the message... and striking an emotional chord with people who are exposed to the advertisement.  Awareness doesn't mean much.  You can advertise until you're blue in the face, but if all you're doing is just making people "aware" of you... how is that helping them choose YOU instead of one of your many competitors?  If a print or digital ad mainly just shows your logo and an unmemorable slogan or phrase of some kind, who is that convincing?  Nobody.  If a radio advertisement just tells people your name, website, phone number, and "for all your blankity blank needs", who is that convincing?  Nobody.  

Advertising that creates new customers for you isn't because of the place you chose to show the ad... it's because the message meant something and it made people WANT to do business with you.  Something you said, stuck with them.  And it made them trust you enough to contact you or buy from you... instead of one of your competitors.

There's a big difference between good advertising that creates new customers... and "Awareness" advertising that just looks or sounds pretty.  

Not sure how to WORD your ads?  Not sure what your main points should be?  What to emphasize?  How to emphasize it?  That's what I'll help you with.

You can't rely on the "shotgun" approach and hope that something sticks.  Like when you're buying ads here and there and over yonder... and not sure what the heck is even working.   What's your strategy?  What's the core of "why choose you?"  

Are you going after the low-hanging fruit that only need you today?  Are you going after people who only care about getting the lowest price and then a discount on top of that?  OR... are you searching for new customers who want to have a trusted local business they can count on... and don't have to have everything on sale?  (aren't those the profitable ones?)

Why not advertise to those who need you today, tomorrow, and 6 months from now?  If you found a way to brand yourself strategically to those who will need you 3, 5, or 7 months from now... guess which business they're typing into Google when they need your product or services?  YOURS.  And when they type in your BUSINESS NAME instead of just a product, service, or type of business... then you've just eliminated all of your competition listed on Google. 

Don't underestimate the power of branding in advertising.  It's gold when it's done right.

What can I do for your business?  If you're a local business, I'll help you stop wasting money on media that you don't need... or create better ads, so you actually get a decent ROI from them.  There are so many advertisements out there for our eyes and ears that aren't getting noticed or doing the business any good.  Wasted dollars.  Too much.  And little do most businesses know how easy they could reverse that.

If you'd like to discuss a smarter ad campaign that gets you more bang for your buck, reach out and let's set a quick meeting for the very near future.  Hope to hear from you soon!  Thank you.  :)

Duane Christensen
9 Yards Marketing 
Sioux Falls, SD
9yards-marketing.com