By Jerry Bellune
Does your advertising really work?
It may but the $5,000 question is, does it gain the results that you want?
Our friend Ruth King had a client who hated his advertising. He was spending money on something that he despised …even though it was producing results.
Ruth told him: You are NOT the audience for the advertising. Ask your girlfriend whether she likes it. She is the type of person we are trying to attract.
“But I hate it,” he said again.
Ruth asked, “Is it producing results?”
“Yes,” he conceded.
“Then your opinion doesn’t count. Your customers’ opinions count.”
Tough lesson for him to swallow. The ads were working. He just didn’t like them.
Customers vote with their wallets. If they respond to your advertising, it is immaterial whether you like the ads or not.
The next time you plan an advertising message, give it to a few friends who are like your target audience. Ask them whether they would do what the ad requests – go to a website, call a phone number, etc.
If they like it, then do it. The rest of your target audience is likely to respond, too. If they like it, then do it. The rest of your target audience is likely to respond too.
Remember: It doesn’t matter what you think about your marketing and advertising – it matters what your customers think. They will vote with their phone calls, emails, and pocketbooks.
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We share such ideas in “Maverick Entrepreneurs’ Million Dollar Strategies.”
For a $20 personally autographed copy, contact us at 803-359-7633.
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