Thoughts on Marketing…

Are you running the same old ads in the same old places, and getting the same old results – or non-results?

Maybe it’s time to take a hard look at two things:

• Where you place your ads
• Your copy

This week, as I tossed the “freebie” issue of our local newspaper after glancing over its 8 pages of ads, I thought about how many dollars retailers and small home business people were wasting there.

I know, some people read the whole thing, cover to cover, because they have nothing else to do or can’t lay hands on anything else to read over lunch.  Others skim through it looking for anything of interest. But the majority? I think we light the fire with it, or possibly line the bird cage.

The truth is, unless you’re actively looking for something you aren’t going to read a publication that is nothing but ads. You see enough ads!

If you’re advertising in a spot like that, start tracking results. See if you’re actually getting any results by including a coupon or a code that customers will have to use in order to get a special price or a freebie of some kind. (It could be a special report, a coupon book, or even an inexpensive item.)

If you aren’t getting buyers from that ad, it’s time to do something different.

Second, if that publication works for other people but not for you, take a hard look at your copy.

Does it show why YOU or your products are superior to all others. Does it offer a distinction between you and everyone else who sells your product or service?

You know you offer something that others don’t.  It could be better or more or just different products or it could be superior service. Maybe it’s more experience and greater expertise. But there’s something that sets you apart and would draw in more customers if you showed it to them.

Take some time tonight to think about that. Figure out why, if you were an average customer, you should choose you. Then use that in your marketing.