One of the biggest mistakes I see small business owners making is using the same method of advertising as Fortune 500 companies.
I cut my teeth in those board rooms, so I know what works best for them and what won't work best for you. After all, just because something is working for them does not mean it will work for you.
There are 2 Methods of Advertising...
you need to know, and they are:
- Direct Response Advertising
- Brand Advertising
Now, the latter is what the big dogs use. Brand advertising is promoting an organization's culture, efficiency, history, employees, awards, etc. The bottom line is brand advertising does not call you to do anything, but instead, is deliberately trying to make an positive and long-lasting impression on you so you'll buy from them later.
Direct advertising is where you, as a small business owner, live. Understand? You live in the direct advertising world.
Direct advertising deliberately calls the viewer to some sort of action in the interest of increasing your market share, such as:
- Visit us now off Exit 27 of I-95
- Join our mailing list
- Go to our website now
The point is, direct advertising leverages what little money you have to quickly increase revenue while brand advertising focuses a great deal more monies on slow and steady long-term growth. You don't have that luxury right now, and here's mainly why:
Brand advertising is based on a 10-20 year plan - and because most business owners can't guarantee they'll last that long - a more prudent and efficient approach is a 1-5 year plan.
Just remember that the big boys got that way with effective direct advertising. You drive sales right now, and drive identity later. Want one of my famous analogies? You have to get the girl/guy to go out with you first, and then you can focus on them getting to know you. Why waste time driving that... sale! 😉
Don't compete — DOMINATE.
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Matt Steffen was Listed by Forbes as the #1 Marketing Consultant Who Avoids the B.S.