Most small business marketing is done without understanding it.
Unfortunate, but the truth, nevertheless.
If business owners aren?t active copying each other (not knowing the copiers are themselves being copied by the ones they?re copying), then they?re trying to follow the example of the advertising strategies of the huge corporations, with their deep pockets and limitless budgets.
Regrettably, small businesses going down this route very swiftly find it doesn?t in fact work. Why? Because ?advertising? is just some amorphous black hole into which they pour money without any way of knowing what, if anything, is making them a profit.
But don?t despair. Because so long as you follow a small number of simple but very powerful rules, you ?ll very quickly find your marketing becomes profitable.
So, let?s take a look at 5 simple advertising tactics any small business can put to work making money, starting right now.
1. Direct Response Marketing.
Successful businesses take advantage of direct response advertising? marketing which deliberately goads the target into taking action instead of waving an obscure ?here we are ? come and spend some hard earned cash with us if you feel like it? message at the target market.
2. Measuring and testing
Successful businesses track all their advertising, from the humblest email to the most sophisticated direct mail or Adwords campaign.
In this way it becomes possible for them to find out exactly where the sales and hence the profits are coming from.
And by a procedure of improvement, they can take so-so adverts and transmute them into formidable marketing machines that pump out vast profits like clockwork, year in, year out.
3. Accountability. Canny business owners know every single advertising activity MUST carry its own weight.
No guessing games. It all comes down to the numbers.
If an advert isn?t turning a profit, it?s cut from the campaign, in a flash.
4. No such thing as failure.
When an ad doesn?t make a profit, your typical business owner falls into despair and feels he or she has failed.
Smart marketers don?t do this. They understand it?s a numbers game, and by creating an advertisement which didn?t work, they?ve found out a lesson worth learning: one more way NOT to write an advertisement for that product or service in that market. The key is to let your emotional attachment to results drop away and be more objective.
5. Every piece MUST have one (and ONLY one) offer
Successful marketers understand every single advertising piece they out out there must have one (and only one) clear and unambiguous offer in it.
And for maximum effect, it needs to be restricted either by time or quantity, or other criterion restricting its availability. We humans are hard-wired to want what we can?t have ? the ?scarcity? principle. It works.
I promise, if you pay attention to these five simple strategies you?ll get an immediate boost to your profits.
Jon McCulloch is Ireland?s leading direct response marketer. Visit his website now and take just 3 of his 52 FREE small business marketing ideas he?s giving away now, and actually put them to work in your business and you?ll be delighted by the results.
They?ve all produced substantially improved results for small businesses just like yours over the last two years.
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