Ads Don’t Work ! They Are too Expensive! Nobody calls us from those damn ads.. Yeah we tried that but it didn’t work ! These are just some of the responses I have gotten from my consulting clients over the years. And guess what — They are RIGHT ON !
Now don’t confuse what I said above with what I am about to tell you ok? Ads DO Work. But you need to have 3 things in place for them to work. First is the right market- Then the right product and then the right way of reaching them ( one that is profitable)
Let’s conserve some brain power here and just talk about the right way of reaching them. The first step here is to find out exactly “WHO THEY ARE.” Are they women or men? What age? Where do they live? What do they read? Where do they go? What do they like and dislike? Are they married or single? What do they do for a living? I am sure you can think of more… Let me give you an example from the mortgage / real-estate business that I spent 23 years in . ( This applies to all business and service providers so don’t be fooled by the example.)
EVERY SIX MONTHS I WOULD GO THRU…all of my loan files to find this prototype. In my case they were mostly from 3 zip codes , married , 30-45 years of age and were mostly proffessionals. Now get off your computer — grab your planner and block out a few hours to look thru your businesses files and do the same ! I’ll wait ! … Ready now?
THE BIG MISTAKE MOST MAKE IS TO .. try to reach these people in the MASS MEDIA. Let me give you an example- Let’s say you are a mortgage banker and need more business … Like NOW ! THe natural instinct would be to try to create an ad in your local major newspaper. Here are the problems with that approach.
1. Newspapers and magazines charge by their circulation numbers. So let’s say your local newspaper has a circulation of 100,000 daily. Out of that 100,000 maybe 1000 or so fit the profile you are looking for AND need your services right now. So you are going to waste alot of money and not get the results you were looking for and then say ad’s suck ! By the way — same goes for radio and tv ads.
Instead let’s try to reach these people by targeting them. So again back to my example let’s try
1. Sending direct mail to them ( there are a ton of great list brokers who can give you a list of left handed , blonde haired , blue eyed “little people” who live within 5 zip codes of your store or office.
2. Only advertise in publications they would be reading. So if I were looking for buyers who need a mortgage I would ONLY advertise in Homes Magazines in the zip codes my previous clients have come from.
Don’t waste money on untargeted ads.. Only spend your money on ads that are targeted to the prospects that fit your profile ! Makes sense doesn’t it…. Now go out there and make some money! I will cover the other 2 pieces to this puzzle in a future post ! Go out and enjoy all the money you just saved on wasted ads and the money you are going to make now that you can profitably reach your ideal customers !
Know anyone else who might benefit from this profit stimulator? Then please send it to them … the link is below and right next to that button is the place for you to leave me your comments.. Really would love to hear your thoughts. Are there any Topics you would like to see me cover? Tell me !
To Your Next 12 Months,
PS- If you would like to hear my “phenomenon” story go to http://www.brian.in12months.com
If you would like to learn from the same “masters” I learned from go to http://whatiused.com
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