Give to Get Marketing PowerTips Newsletter
Today's PowerTips Article:
Get More Results from Your Ads
by Changing Your Strategy
by Joe Gracia
www.givetogetmarketing.com
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Hello Fellows
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Donna was stressed out...
When Donna came to me she was stressed out to say the least. She had been spending a small fortune on her ads and other marketing pieces, and nothing was working for her.
"Joe, I just don't understand it. I've been running these ads for months now and I just get a trickle of orders. Certainly not enough to pay for the ads, and there's never any profit. I just don't know what to do," she shared.
It was obvious by looking at Donna's ads that her marketing strategy was all wrong for her business. She didn't have a good understanding of what a marketing strategy was.
And because of that lack of critical knowledge she didn't have a clue how to craft an effective marketing message that would get the kind of response she needed.
Your marketing strategy is simply your overall plan for accomplishing your goal. In order to do that you have to have a clear idea of what you want to happen after someone reads your ad.
She was using a hopeless marketing strategy
"Donna, exactly what are you hoping will happen after you run this ad?" I asked.
"I'm hoping to make a lot of sales, of course. Or at least enough sales to pay for the advertising costs and make a little profit," she replied.
"Really," I said, "Let's take a look at your ad."
"At the top you have the name of your business. Then you have a few points about your service, and then at the bottom you have your address and phone number.
"Do you really think there's enough information about your service in this small ad to convince someone to sign up for your service right after reading your ad?" I asked.
"Well...now that you put it that way, probably not. But I can only fit so much information in a small ad," she replied.
"Donna, if you were selling apples at a very good price per pound, a simple ad or sign announcing that fact would probably be all you would need to attract apple buyers," I said.
"That's because everyone knows what apples are and how much they normally cost. They don't need a whole lot of additionnal information about your apples. But as your products or services become more complicated, your prospects need more information before they can make a buying decision."
"Well, I guess that makes sense," Donna said.
"Right now your marketing strategy is to try to sell your services directly from your small ad. You are hoping new customers will call you after reading your ad and immediately buy your service," I said.
"That's not happening because your prospects need and want a lot more information before they can make that decision," I continued.
Your Prospects want more information before making a buying decision
"Let's try changing your strategy. Instead of trying to sell your service directly in your ad, let's simply use your ads to attract interested prospects to your business."
"How would I do that?" Donna asked.
"Great question." I said. "You'll do it by offering them what they want -- free information about the problem your service solves and information about how your service can solve their problem.
"You could offer a free booklet or guide in your ads. Only people who have the problem that your service solves would be interested in such a guide, so your booklet would act as a magnet -- pulling interested prospects to your business.
"Your ads would then be drawing interested prospects to your business, and you would then have unlimited opportunities to convert those prospects into paying clients with future follow-ups and offers."
"That sounds like it would work a lot better than the ads I've been using," she said with a smile.
"Yes, it would. Because you would be using a much more powerful strategy," I said.
"Are booklets or guides the only things I could use to attract interested prospects," she asked.
"No. Some business owners offer a brochure or a free video, or an audio CD. Some invite you to a complimentary workshop where you can learn more. Some offer samples of their products or services. There are many ways you can share information about their problem and your solution," I stated.
Example 1: Internet Business Course
"This sounds exciting. Can you give me a few examples of how other businesses have used this strategy?" Donna asked.
"Sure. One business that sells an Internet course, invites interested prospects to a free two-hour workshop on how to start your own Internet business. He promises them all sorts of useful bonuses just for attending his workshop.
"At the workshop he shares lots of interesting information about starting an Internet business. He then tells them about his Internet course, and why it is the best way to get into an Internet business.
"Then at the end of his workshop he makes them a special offer if they buy his course right then and there. About 25 percent buy the course for about $500.
"Can you imagine how difficult, or impossible, it would have been if he had tried to sell his course directly in his ad?" I asked.
Example 2: Travel Tours for Senior Citizens
"Here's another example," I said.
"One of my past clients owned a travel agency. She had tried for years to use the same strategy in her ads that you were using. She was trying to sell her tour packages in her ads. She made very few sales.
"I helped her change her strategy to attracting interested prospects to her business. I did that by helping her create a complimentary guide called 101 Travel Tips for Seniors.
"Her target market was senior travelers who loved to go on pre-packaged bus, train and air tours of various U.S. cities. Her ad offered those senior travelers this special travel guide that was designed just for them.
"At first my client thought I was way off-base. She said that no one in her industry ran such ads. All of her peers and competitors always ran ads that promoted their tours right in the ads.
"I explained to her that by doing that she was just one of many travel agencies promoting the same basic tours. There was no reason for a traveler to choose one company over another based on those ads. Also, there simply wasn't enough room in their ads to provide the kind of information about the tours for her prospects to make a buying decision.
"We totally changed her marketing strategy to a new one that grabbed the interest of her best target prospects and compelled them to pick up the phone and call her.
"She received hundreds of requests for her free guide each week and built quite a big list of travel loving seniors.
"Along with her travel guide, they also received information about her latest travel packages. And each month she promoted her travel packages again and again to them via direct mail.
"She also invited this growing list of senior travelers to her special travel shows every month where she would serve coffee, cake and cookies and present interesting and entertaining slide shows of her upcoming travel tours. She sold a lot of tours with that tactic.
"With this new strategy her sales went through the roof," I explained. "She quadrupled the size of her business and became the number 1 supplier in her niche market."
"I can see why," Donna said. "This makes so much more sense than what I was doing before. It's obvious that my prospects need more information before they can make a decision. So from now on I'll be sure to offer it to them in my ads."
It's amazing what you can do with a simple change of marketing strategy.
If you're trying to sell your products or services directly in your ads and you aren't happy with your results, consider changing your strategy by offering the kind of information about your solution (product/service) or the problem your p/s solves.
You could offer a booklet, a guide, an audio CD, or a workshop, etc.
Once you develop an effective prospect pulling ad or flyer you then have unlimited opportunities to convert them into clients/customers with enticing follow-up offers.
Instead of trying to sell from your ad--a very difficult thing to do--you are creating a multi-step marketing strategy that works like a charm.
You can start using this same strategy today to grow your business. Check out how at the following URL:
http://www.givetogetmarketing.com/marketingsolution-ez.html
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If you have any comments you'd like to share about this article, just hit reply and send me an email.
Until next time, we wish you the very best marketing success.
Joe Gracia
Give to Get Marketing
http://www.givetogetmarketing.com
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About the Author:
Copyright 2000-2011 Joe Gracia. All rights reserved.
Joe Gracia is small business marketing expert with over 30-years of hands-on experience. You can get hundreds of marketing tips at his www.givetogetmarketing.com web site, or sign up for this Give to Get PowerTips Newsletter at www.givetogetmarketing.com/free-ezine.html
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