Word-of-mouth is super-wicked-awesome!
But if the speed of your good word-of-mouth isn’t fast enough for you, then a smart and strategic advertising plan will help you get where you want to be. Notice, I said, “smart and strategic”. If you don’t say the right things in your ads or have a plan in place that offers great potential…you could advertise unsuccessfully until you’re broke and blue in the face.
In the past, your advertising may have failed miserably. So, duh, of course your word-of-mouth outperformed your past advertising. All you have to do is decide if you’re OK with the pace of your current word-of-mouth. If not, you need to find some people who know how advertising works.
HOW do you find the right “ad people”, who know what they’re doing? Well, for starters don’t believe all the statistics, percentages, and pie charts that are wildly and irresponsibly thrown at you. They can make numbers look as good or as bad as they want.
I don’t care WHERE you advertise. All I want you to fully comprehend is that you cannot advertise generically. The days of only telling people WHO, WHAT, WHEN, and WHERE are over. And if you don’t change the way you advertise, you’re making it way too easy for your competition to snatch up the people you wish were YOUR customers.
I still see gobs of advertising that was created from a template in which all you have to do is insert any business name. Bzzzzzt! Warning! That’s a great way to watch your stream of new customers keep dwindling. And it’s a recipe for wasting money.
Have you ever thrown a Ben Franklin into the fire? Try it. I bet you couldn’t do it. So, why keep burning money on advertising that doesn’t work?
For more help with local advertising performance, and advice concerning what you should actually SAY in your ads to make them work better, consider my local advertising book, “Take a Bigger Slice”. Or ask if I have an extra hard copy laying around to give you.
Results Radio Townsquare Media
Sioux Falls, SD