Secrets of advertising – How to advertise to them
March 28, 2016By Jerry Bellune
How should you reach to your prospects?
Is it online, press, radio, TV or other media?
When is the best time for you to advertise?
Are you offering seasonal products or services?
Do other factors dictate your advertising timing?
When do your competitors do their advertising?
How does that influence your choice of times?
Most important is your advertising thesis.
This is a simple statement of:
1. What influences your prospects’ decisions.
2. What you can offer to satisfy their needs.
3. Which offers will gratify their wants.
For example, my business has two kinds of clients.
• Our newspaper and online subscribers.
They represent about 20% of our revenue.
• Our newspaper and online advertisers.
They represent 80% of our revenue. We need both.
Without subscribers, we won’t have advertisers.
Advertisers want to reach our subscribers.
They are their most profitable prospects and clients.
To reach subscribers, here’s our advertising thesis:
“Any home owners who wants to know what goes on in their community needs to subscribe to the Chronicle because we cover the county thoroughly.”
To reach advertisers, here’s a different thesis:
“Any business owner who wants to sell to affluent
Baby Boomers and other seniors needs to advertise
because they read the Chronicle to make buying decisions.”
Use this as a template for your own advertising thesis.
“Any (ideal prospect) who needs/wants (their pain or
dream) will benefit from (your product or service).”
Take your 3 most profitable products or services.
Write an advertising thesis for each.
More about this next week.
Want to know how to get free publicity?
Register for our free seminar Thursday, April 14.
Call 794-6504 for details and to reserve your seat.
Next: Which sells? Fear or desire?
Want to share this with a friend? Be my guest.
We only ask that you tell them where it came from.
Invite them to send me their email address.
They can reach me at [email protected]
I’ll email this strategy letter to them each week.
©2016 The Bellune Company, Inc.
Neither MidlandsBiz.com nor The Bellune Company, Inc. makes any warranty as to the results that may be achieved from using this information. ©2015 The Bellune Company, Inc. All rights reserved. Requests for permission to reprint or circulate may be obtained by emailing [email protected]