For as long as I’ve been helping people with their marketing, one thing hasn’t changed. There is still those who want to complicate what is, and always has been, basically a very simple and straight forward process.
Marketing, but more particularly advertising, can be likened to someone wanting to get from A to B. They can plan their way forward, think about the outcome they want, consider the ups, downs and pitfalls they may encounter along the way and ponder anything and everything else that could go wrong. They can do all this, but one thing is absolutely certain, until they actually take that first step, they’re not going anywhere.
A lot of advertisers are like that. They seem so afraid of getting it wrong that they try to consider every possible angle only to find themselves at the end bogged in what I call the paralysis of analysis.
Trust me, for most small business advertisers and despite what many advertising and marketing gurus will have you believe, it’s not that hard…or complicated.In fact, once most get a handle on the basic considerations, they never look back. Over all my years of helping business owners with their advertising, I think it’s fair to say that after listening to my ‘basic’ advice which takes little more than an hour or so, many have never looked back and now regard their advertising spend as an investment not an expense.
Advertising is just one aspect of marketing and for now, let’s concentrate on that.
Many business owners have varying views about advertising. Comments like “advertising is a waste of money”, “half of my advertising works, half doesn’t – I just wish I could figure out which half works”, “advertising doesn’t work for me, I rely on word of mouth”, “I can’t afford it or it’s too expensive”, “I tried it once but it didn’t work”. These are typical of the type of comments many people make but it’s not surprising when you consider that most of the people who make such comments, although they maybe competent business people, they probably have very limited knowledge about how advertising works. That statement is not meant to be smart or offensive, it’s just based on my experience in dealing with many business owners.
I say, quite categorically, advertising works!
The trick is not to expect an occasional handful of ads to deliver you a windfall but rather, to develop an advertising strategy that will steadily grow your business over time.
We all know get rich quick schemes rarely work and it’s the same with advertising. A get rich slow plan is a much better strategy.There’s a saying on building wealth that says “gathering little by little over a long period will make it grow” and that’s basically my message with advertising.