Advertising can be very successful, if it’s well done.
But the hard fact is that many small organisations waste a fortune on advertising that doesn’t work. There are many other marketing methods that small businesses, in particular, can and should think about before they turn to advertising.
Having said this, there is no doubt that advertising can be a successful part of your marketing effort – but only if you get it right.
To make advertising work, you need to think about:
Media Choice
Many businesses make uninformed decisions about the media they use. You need to think about how many people a particular media platform reaches (e.g. circulation, readership, listeners, viewers, web site visitors); the type of people who use the platform (e.g. younger people, older people, men, women, particular social groups and so on); the cost of reaching potential customers and the best media combinations for your business and budget.
Remember – just because everyone else in your industry uses a particular medium, it doesn’t mean it’s right for you.
Type of Advertising
The main choice is between brand and direct response advertising.
Small businesses should use direct response advertising.
Copywriting
Good copywriting lies at the core of all effective marketing communication.
Despite its importance, copywriting is a neglected art and many businesses and individuals struggle to produce good copy.
Clear Direction can help you to advertising well, along with other marketing methods – sam.simpson@clear-direction.co.uk