Top 10 Reasons Why You Should Always Advertise!
1. Your market is constantly changing.
2. People forget fast.
3. Your competition isn’t quitting.
4. Advertising strengthens your identity.
5. Advertising is essential to survival and growth.
6. Advertising enables you to hold on to your existing customers.
We all rely, in part, on repeat business and referrals. Old customers are the key to both.
When old customers don’t hear about you, or directly from you, they tend to move on.
Cutting your advertising is a negative signal to those who actively patronize you.
7. Advertising maintains morale.
8. Advertising gives you an advantage over competitors who have ceased advertising.
9. Advertising allows your business to continue operating.
You will always have overhead; bills, telephone, rent/equipment, your time. Advertising
creates the AIR overhead breathes! Advertising is the portion of your business
responsibilities that rejuvenates and draws new life (revenue) into the process.
10. You have invested money that you stand to lose.
If you stop advertising, everything you’ve invested becomes lost, as the
consumer’s awareness you’ve purchased slowly dwindles away. Sure you can buy it
again, but you’ll have to start from scratch.
TRY THIS EXERCISE
Organize. Take inventory of the advertising you do right now. Spend a few
minutes with paper and pencil and write down all of the advertising you’ve done for
your business (that you can remember) in the past year. If you keep records, kudos for
you.
Evaluate. What do you personally feel was successful. Where do you think
you went right, and where do you think you spent wrong? Measuring subjectively, no matter
what the salesperson tells you, can often point you in the right direction. If it just
didn’t feel right, it probably wasn’t.
Apply. Cut the fat. If it was stupid or didn’t work, forget it. Rely
on the things that you know were and are successful. What was the best advertising you
ever did? How can you duplicate that advertising more effectively, and at a lower cost? If
you put your mind to it, advertising can be a powerful tool for you and your business,
instead of a painful irritating experience.
Finally, plan ahead. Plan your advertising calendar 3 months in advance.
No arguments. If department stores can put the Christmas decorations up the day after
Halloween, and income tax services can offer refunds the day after New Year’s, you
can plan 90 days into the future. Remember: If they need an answer by morning, the answer
is: PASS! |
