In my business I sometimes come across business owners who feel they do not need to advertise. They believe that if they “build it” customers “will come.”
Often their reasoning is that they have tried this or that advertising with no results. But the “this or that” advertising included no research of their target audience, no strategy in choosing what is said or how it should look, or in selecting appropriate media.
Also it was usually written and designed by amateurs. Of course it didn’t work. Any money spent on this type of “advertising” is money out the window. Furthermore, it could do more harm than good by putting out an inaccurate message or shabby presentation that damages your company image.
Another reason given for not advertising is that the company is doing well. That may be—for now. But what if there comes a time that it becomes harder to do well? What if a company offering the same goods or services comes along? If you haven’t advertised, you have no prospective customer base from which to draw. You would have to start branding your business at the last minute and branding is a process that doesn’t happen overnight.
Which brings us to a discussion of why all companies should advertise, even in good times, and why the advertising should be done by professionals. A professional knows how to develop an advertising plan that WILL ACTUALLY WORK. How about that?
First, let’s discuss the reasons that advertising is a must for any business:
1) Business growth. If you want to grow your business you must advertise. Period. If you want to remain where you are—or lose business—don’t advertise. Advertising can increase sales, target better clients, or squash your competitors.
2) Protection from sales decline and economic ups and downs. You need advertising even when you’re busy or during bad economic times, because without advertising you may be alright for a while but eventually you’ll see sales decrease due to attrition or a not-so-great economy.
3) The need for prospective customers. You must reach out to prospective customers. This should be an ongoing process. You’ll be pulling new customers in while letting existing customers know the new and wonderful things you have to offer. In advertising and sales the old adage applies: “Out of sight, out of mind.” It’s called brand reinforcement.
4) The ability to control your message. Advertising is something that you can control. For instance, if you want to announce a new product, a sale, or a special event, advertising is the only way you can control that specific announcement.
5) The ability to target your ideal customer. A personalized message to a select group is worth a pot of gold.
6) An ideal way to get your content found. Advertising will drive potential customers to your eBooks, seminars, and blog posts that will educate them about your products or services.
7) Increased credibility—and enhancement of your company image, awareness on the part of journalists and referral sources, and increased employee pride in your company.
These are just a few of the top reasons for all companies to advertise. We hope you’ve found them helpful. Tune in next time for Getting Ready to Advertise, which will discuss strategy, action plan, planning an ad budget, types of advertising media, measuring leads, and conversion.
Founded in 1992, Advertising That Works is a full-service advertising agency offering print advertising, direct mail, web content/design, search engine optimization (SEO), blogs, email marketing, social media, public relations, strategic planning, media research, budget planning, and media buying.
We get results for our clients because of our extensive research of the client company and research of their target audience; an advertising strategy based on this research; and killer creative that speaks to prospects in a language they understand and that delivers a consistent message and call to action.
Advertising That Works would like to help you grow your business. Contact us for a FREE consultation.