The way you lose advertising money is by not having a plan
and letting ad agencies come in and make decisions for you
or making decisions on what an ad rep happens to you that
day. This is a big mistake. Many businesses follow what the
Yellow Pages advertising rep tells them to do and, quite
honestly, most of them don't know what they're talking about
Even if you do good ads that get responses, not boring ones
that just try to build the image or get your image out
there, you still need to have a plan and that's part of
your marketing plan. You can't just wait around for the
next ad rep to come around and tell you how to put together
a newsletter or Yellow Page ad or brochure. You'll be
another victim of wasted advertising.
They will tell you to do what everybody else is doing. If
you look in the Yellow Pages, you'll see that everyone
looks the same and most of them aren't getting the response
they want That stuff just doesn't work.. Everyone has tried
it over and over again, and it fails over and over
again.
They get nervous if you say, "Let's put a number in there
and check our response", because it's not traditional
advertising that they're used to and they also know it will
convince you not to continue doing what they asked you to
do.
They'll tell you it won't work. They'll tell you it's
non-traditional. They'll tell you anything so you won't use
direct response advertising. Why do they tell you this?
Because it will tell you the results of their advertising.
The results will show that it doesn't work. Don't listen to
them. Direct response advertising works.
What you don't want to do is, after it works and they come
back to you, don't spend the time saying, "I told you so"
Don't convince them that direct response or your Yellow
Page ad, newsletter or salesletter worked, because if you
succeed in convincing them that it works, they will tell
your competitors and try to sell everyone on it so they too
will be successful and the ad rep will ask for more
business.
Just tell them, "its working okay." Some places will even
raise your prices if your advertising is working better.
Just be lukewarm about it. Continue running the ad if it's
working great. They won't figure it out They'll just think
you're crazy and wasting your money because that's what
everyone is doing- running ads without help. So, let them
think what they want, but don't be an advertising victim.
About
The Author
Abe Cherian is the founder
of Multiple Stream Media,
a company that helps online
businesses find new
prospects and clients, who
are anxious to grow
their business fast, and
without spending a fortune
in marketing and automation. http://www.multiplestreammktg.com
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