Entrepreneurial Secrets: How to make your advertising work
November 13, 2017
By Jerry Bellune
Here is a common myth about advertising:
• If the ad campaign is good, sales go up.
• If the ad campaign isn’t good, sales go down.
That’s the myth. Here’s the reality:
• The best ads can’t overcome a lousy product.
• The best ads can’t overcome lousy service.
• The best ads can’t overcome lousy attitudes.
The best ads can bring consumers to you.
After that, it’s up to you and what you have to offer.
Great service with a great attitude produces profit.
It is just that simple. But one ad won’t do it.
Here is a true story about attitude, ads and sales.
One of our advertisers had a lousy attitude.
It was almost as if he was weaned on a pickle.
His advertising brought him many prospects.
His attitude drove them away. He cancelled his ads.
He blamed us for his lousy sales.
For several months, he advertised with a competitor.
Unfortunately, his advertising there did no better.
He was unwilling to change his negative attitude.
He finally called us wanting to place one ad.
“I want to test how well it will work,” he said.
We said no thanks. He demanded to know why.
We told him one ad won’t produce results.
Only a sustained campaign will do what you want.
We never heard from him again, thank goodness.
I tell you this for one reason only:
I don’t want you to make this kind of mistake.
Your advertising should feature irresistible offers.
It should tell your prospects why they should buy.
It’s all about WIIFM (What’s In It For Me).
When they call or visit your web site, they must find:
• A memorable welcome and winning attitude.
• Well-trained sales people ready to help them.
• The right product or service to fit their need or want.
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Next: The power of belief in yourself
Copyright 2017 The Bellune Company Inc.
