Advertising 101

Advertising has truly become a part of all of our lives as consumers, as business owners, as parents, as concerned citizens. We simply cannot escape from its presence no matter how hard we try. Considering how pervasive advertising is in our daily lives, it's no surprise that people have such extreme views about it.

Many home-based business owners want to steer clear of it altogether. They might dabble in marketing or use some sales strategies, but most don't want much to do with actual advertising. Unfortunately, this is a mistake on their part and it usually comes as a result of not understanding the purpose of advertising.

So what is the true reason for advertising? According to Michael Corbett, author of The 33 Ruthless Rules of Local Advertising, you should advertise "to create an equity position in a target market and to ...motivate a sufficient number of consumers..." In simple language, you advertise so that people will know you exist and will keep you in business. What's so evil about that?

Absolutely nothing! Here are a few very good reasons why you need to start advertising today:

1. Potential customers are constantly shopping

The truth is that most people are always looking for ways to spend their money. They don't always realize it, but they are. That's why banner ads, commercials, and billboards work even though they are being viewed miles away from the business. If you don't advertise, you're missing out on a chance to tap into that human desire.

2. Potential customers may forget you

While the desire for shopping may be permanent, a consumer's memory is not. Even if they have had a tremendous experience with your business, even if they've recommended you to their friends and family, even if you were the only company they ever thought of doing business with, after awhile they would forget you or forget how to get in touch with you.

3. Potential customers don't always make buying decisions immediately

Another tried and true rule about consumers is that they don't always decide to buy as soon as they see an ad. For example, if you see a commercial for a fast food restaurant right after Thanksgiving dinner, you're not going to run right out to the drive thru after seeing the commercial. However, the next time you're hungry, you might remember that commercial and choose to stop in then. So the idea of advertising is to plant an image in consumers minds so that when they need your product, your business comes to their minds.

4. Customers rely on name recognition to guide their consumer choices most of the time

Why do people still buy name brand products over generics even when the price difference is significant and the quality of the products is equitable? Because of name recognition! Consumers respond to names that are familiar whether they are buying a new car, a computer, a lawyer, or ketchup. If you want to succeed, you need to be sure that your targeted audience will know your name when they hear it and will think of your name when they need your product. Advertising can make that happen.

On the other hand, many business owners see advertising as a quick fix. If business gets a little slow, a newspaper ad or a direct mail piece will fix everything in a jiffy. That's not the case either. Let me give you a few reasons why.

1. Advertising works on a six month cycle

Many times when people think their advertising hasn't worked, it's because they haven't waited long enough to see results. Generally, the advertising you do today won't fully pay off for another three to six months. For that reason, if you want to ensure a consistent stream of customers, you need to continue to advertise all the time. Advertising only when business is slow simply won't save your business because by the time you start seeing results, it may be too late.

2. Your problems are related to another step in the process

Another reason advertising can't cure everything is that simply attracting customers is only one step of the process. Once you lure them in, you need to have the content or the customer service to convince potential buyers to take that next step. If any step in the process is lacking, then no amount of advertising is going to help.

3. You are neglecting your current customers and their potential

Don't make the mistake of focusing all of your efforts on finding new customers when your best source of additional revenue is being neglected. Past customers are more likely to become repeat customers, plus they don't require the additional expenses of marketing and advertising.

As you can see, the truth about advertising is that it can be a powerful force for your success if handled correctly. Too many people see it as an evil force or as a business miracle when the reality is somewhere in between.

Vishal P. Rao is the owner of: http://www.work-at-home-forum.com/ An online community of people who work at home.

---

Create A Killer Brochure: 9 Steps to the Perfect Piece

If you are creating a brochure, make sure you follow... Read More

Design Your Own Newspaper Ads

Many people in business lay-out (design) their own ads. That... Read More

Commercial: Consumer - Discounts - Misleading Advertising

Marketing is an important tool for attracting customers. It is... Read More

Brochures - The Ultimate Sales Tool

"How brochures can help you stand out from the competition,... Read More

Your Eye Catching Publicity Flyer

Your website is done, your business cards have been delivered,... Read More

When Advertising Wears Out

One of the challenges facing marketers is determining the most... Read More

How Do People Know Youre in Business?

One of the most important things to do now that... Read More

The Man With The Grasshopper Mind

The title of this article also happens to be one... Read More

How To Use Pictures To Immediately Start Increasing The Response Rates Of Your Marketing

There should only be one, over-riding reason why you're doing... Read More

How To Create A Better Brochure

Having a quality brochure makes a positive impression on a... Read More

The ONLY Type Of Advertising People LOVE!!

Can it be???Is there advertising that people actually love?You bet... Read More

Top 9 Reasons To Advertise

Advertising is not for every company. But some require it... Read More

Dont Be a Secret Agent

This tactic of the game was hard for me to... Read More

Fax Advertising : Hitting Your Target Immediately

In the business of marketing and advertising, it used to... Read More

How to Know if Direct Mail Will Work for Your Business

Here's a great lesson that applies to direct mail. Ready?... Read More

Why People Fail in Mail Order

Mail order is a very complicated business. Every phase must... Read More

5 Newspaper Advertising Myths Revealed

What I'm about to reveal are myths that most people... Read More

LED Score Boards

LED scoreboards can be utilized in most of the sporting... Read More

What Happened? Troubleshooting Poor Response from Ad Campaigns

Too many small business owners today run ad campaigns that... Read More

How to Save Money by Making Your Own Sign

In the sign industry we commonly refer to the material... Read More

6 Must-Have Elements of a Powerful Brochure

Most brochures that businesses put out today end up doing... Read More

Fax Broadcast Services Get Your Message to Millions

If your company is one of those innovative businesses that... Read More

Direct Mail = Your Money, From Printer to Mailbox to Trash!

I did a quick, very unscientific survey of 25 of... Read More

What are Text Adverts?

Not everyone is aware of what are text adverts? Text... Read More

LED video Displays

LED video displays give you the power to communicate, to... Read More

Hiring an Amateur Could Mean a Potential Lawsuit for Your Business

These days, everyone's looking to save a buck. But if... Read More

Promote yourself on radio for free

Unless you have become extremely popular in your personal or... Read More

5 Reasons Why Headlines Are Crucial To Your Website?s Success

Without a powerful headline, your message stands little chance of... Read More

Placemat Ad Advertising

Starting a placemat ad business can create more business for... Read More

Testimonials Convert Prospects Into Buyers

Big businesses get instant credibility with their well-known company name... Read More

Creating a Winning Logo

Creating a logo to get you noticed.When you're branding a... Read More

Developing a Formal Brand Messaging Document

Ensure everyone in your company sings from the same sheet... Read More

What the Newspaper Ad Person Won?t Tell You

Newspapers are considered the PRIMARY advertising medium by 99.4% of... Read More