Paying for ads that don’t pull is like pouring money down the drain.
Ads that work multiply your profits. And yet, most money spent on advertising is wasted …
For example, did you read a newspaper this morning … ?
Quickly – how many ads do you recall right now …?
I once gave a talk to the staff of an ad agency. As they filed into the seminar room they were all given a copy of that morning’s paper.
While they were waiting, most of them read it.
Of 100 Ad agency people, only three remembered an advertisement. And that was within half-an-hour of reading the paper!
Of those three, only one was thinking about taking any action. I noticed her studying a furniture sale ad — because she was planning to buy some furniture. The ad had not persuaded her to buy furniture … she was already in the market.
(I didn’t have the heart to ask if any of the agency’s work was in that paper !)
Do your ads stand out … ? Are they noticed and remembered? Do they cause people to act – to buy?
Or … when readers come to your ad do they simply turn the page … ?
Advertisers are the world’s greatest Contributors to “charity” …
Lord Lever (of Lever & Kitchen, now Unilever) once said he knew only half of his advertising worked – but he didn’t know which half. (this quote has also been attributed to John Wanamaker and Henry Ford.)
Most advertisers aren’t even doing that well.
If it weren’t for the “charitable” contributions of advertisers, at least half of the world’s newspapers, magazines, TV and radio stations would cease to exist.
The rest would be a shadow of their current size.
I’m in favour of charity – but it has no place in my advertising budget, and nor should it in yours.
By testing and measuring the response to your advertising you’ll soon know which ads are working, and which are merely a donation to the medium which you’re using.
The fastest way to increase the response to your advertising budget is to put more money into what’s working, and less into those avenues that are not.
Take care, take action and be relentless…
More Profit Less Time Pty Ltd
Profit facilitator, Author, Business and Executive Coach, Trainer, Professional Speaker
Certified Business Coach, Certified NLP Practitioner, Certified Guerrilla Marketing Practitioner
Diploma of Management, Diploma of Human Resources Management
You can be the first to comment!
Sorry, comments for this entry are closed at this time.
Thank you for the positive feedback on my last article around how to better use follow up calls with your...Read More>
In life (and in business) your time is your most valuable asset. Once you have spent your money you can...Read More>