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Hello {FIRSTNAME},
Welcome to all of our new subscribers!
In this week's edition of eTips, Kurt Mortensen, of Prewealth.com, will teach
you about advertising.
I hope you'll enjoy the publication.
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 Advertising
In A Nutshell
By
Kurt
Mortensen
The bottom line of all advertising efforts is an obvious one: to attract
customers and bolster sales. But often, small business advertising is wasted
on a shotgun approach that doesn’t focus on the company’s best
prospects: those who are ready, willing and able to purchase the product
or service. In an attempt to reach “everybody,” these advertisers
either miss their true market or spend far more than necessary to reach it.
Once you’ve targeted your market and know exactly who and where your
prospects are, it’s important to clearly identify what you want your
advertising to accomplish. Specific advertising objectives include:
• Creating new customers
• Increasing usage
• Increasing order size
• Promoting replacement of functional but outdated products with
technologically superior ones
• Improving brand name recognition
• Generating customer inquiries
• Creating sales leads through the use of response ads, coupons or toll
free “800” numbers
• Promoting special events such as sales, business openings or the
introduction of new products or services
• Enhancing the overall image of the business
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Generally, the most effective ads
focus on customer needs or wants and emphasize the most desirable benefits
of the product or service, such as convenience, style or durability. Other
tactics include comparisons with competitive products, two for one sales,
special one day discounts and offers of free information.
The techniques you choose in your advertising will help determine the media
you select and the exact message you communicate. One of the best ways to
become familiar with the tactics in your field is to collect your
competitors’ advertising materials and use them to stimulate your thinking.
The most important things to take into consideration in any ad are the audience
and the offer. Who is the ad trying to reach? If the ad isn’t presented
to the right audience and addressed to them in their own language, then it
isn’t going to get noticed. And if the offer isn’t something that
interests them and gets them excited, then they’re not going to take
any action even if they do notice it.
Finally, make it easy for customers to respond to your ad. Tell them what
action to take and include (depending on the advertising medium) coupons,
an “800” number or business reply envelopes. And be sure to stand
behind what you sell.
About the Author:
| Kurt
Mortensen’s trademark is Magnetic Persuasion; you should attract customers,
just like a magnet attracts metal filings. Claim your success and learn what
only the ultra-prosperous know by going to
http://prewealth.com/mistakestoavoid
and get my free report "10 Mistakes that Cost You Thousands." |
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| Tip of the Week |
 |
To increase your sales, display your testimonials. You must gain your visitors
trust. By displaying customer testimonials, you are boosting your potential
customers confidence in you and in your product or service.
Today's tip is an excerpt from the acclaimed
Web Design Mastery series.
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