34. Does advertising work? The POWER of the MESSAGE It all depends on one thing! Regardless of your investment level, which one of the following messages will work better? “Stop in and get a quote this week, and you’ll get a free pen! -OR- “Get a quote this week…if you don’t save money, we’ll give you $100 cash” Who’s writing your ads?Advertising always works, just at different degrees.
35. Only 4 reasons to advertise anywhere Are there any of these you shouldn’t do today?
36. And only 3 components to your advertising success Source: Harvard Business School
37. 3 types of buyers (customers) Your advertising (Controlled Communication) always works, just at different degrees.
38. Increased awareness When you advertise your Unique Selling Position, with frequency/repetition and consistency, you will gain Top of Mind Awareness T Top Of O M Mind Awareness A If they don’t think of you, they won’t include you in their buying process Your business needs to be in more customer’s TOP 3 rotation MORE awareness means MORE customers!
39.
Editor's Notes
Before we start advertising – take a hard look at the marketing bridge and make sure your business is ready for increased awareness.
Unawareness: Consumers are unaware of yourbusinessAwareness: Consumers are aware of your business. Confirming its existence.Comprehension: Consumers understand what products and services your business offersConviction: Consumers believe in your message and position, but arewaiting for the right time orincentive to take action.Action: Consumers make a conscious decision to act, choosing your product or service.
