Great things can be done with advertising. Especially creative advertising. More so, great things can be done by a creative person in advertising.
Back in the early nineties I was approached by an ad person from a local 'weekly' paper. Her 'hook' was basically this.
"Your competitors are advertising with us. Don't you think you should too?" Hey, nice close. You got me. Damn.
She was a nice enough young gal and you could tell she really didn't know what she was up against in the traditional ad selling game. Obviously hired on a 'commission basis' the employer didn't care one way or another about her. So I gave her one piece of advice.
Telling her that businesses placing ads - without a tracking mechanism - was pretty much a waste of money. We sat in my office for close to two hours discussing sales in general, and more importantly - what I as a business owner wanted to hear.
Don't tell me about your demographic size. Don't tell me how long you have been in business. Don't tell me my competitors are advertising with you and I'm not. I already know that part and I'm not interested in YOU. Tell me about ME.
Tell me how to track my ads, and tell me how to get people to respond. Then I'll give you a try.
Two months later she quit! LOL Selling wasn't for her. But I ended up writing quite a bit of insurance on her and she later told me her sales did in fact go up and if she worked harder she could have done real well. She just didn't like it.
Advertising, and better yet, fully understanding advertising and what your prospects want, will make you a ton of money. Guaranteed.
Success and Regards... Mike
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