Why Your Advertising Should Make Your Business Money
I’m constantly reminded, mostly because I need reminding, is that business is here for one basic reason: to serve you (and those around you) while providing the lifestyle you desire.
Not the other way around. If you’re a slave to your business, then you may as well keep working for man.
So, if you started your business for any other reason, then I suggest that you rethink the true reason you started your business in the first place.
At any rate, there’s probably a hundred great reasons why you started your “biz”. But for the sake of argument let’s just say that you started it to create the lifestyle you’ve always dreamed about.
You want all the bells and whistles that only a biz can bring, along with all the money and glory that goes with it.
Hey, whatever that reason is, that’s cool. We’re here to discover why…
… Your Advertising Needs To Be Like A Good Salesperson
First things first. The first order of business is to get some customers and sales, right? You gotta get sales before we can get to profits, OK?
So understand you are really a sales and marketing organization. That should be at the top of your organizational pyramid.
Marketing and sales is what drives your business and keeps it from tanking and going under.
Now, don’t get me wrong. Your product or service is very important too. Your “product” needs to be valuable, good and unique.
Like the legendary copywriter and marketer Gary Bencivenga once said, “A gifted product or mightier than a gifted pen.”
What that really means is no amount of salesmanship can sell something that’s neither valuable or unique.
I’m going to assume that you already have a great product (or will at least find one that’s over the top).
With that said, we’re back to driving your business growth. Hands down, the very best way to do this is by using effective marketing and advertising.
And the best way to do this is by turning all your weak, inept “brand adverting” into good direct response advertising.
STOP what you’re doing right now; go get an ad you recently ran.
Now read your ad out loud…
What do you feel, see, and think about when you read it out loud?
Does it make sense? Does the copy flow smoothly, logically as you read it? Does it sound like a real person speaking directly to another person… or does it sound like a canned pitch, robotic, and impersonal?
It is an actual sales pitch containing the basics of any good direct response ad like a headline, a great opening, benefits for the features, an irresistible offer that’s too good to pass up? And what about a call to action? Does your ad effectively close the deal and ask for the order?
Yes, I know, there’s a lot of questions. But if you uttered a “no” to any of the questions above…
… or you were confused after reading the ad, then we have some work to do.
The quick and dirty solution is to turn your advertising piece into a true sales pitch, the kind a highly skilled sales person would naturally would offer to a qualified prospect.
I won’t go into all the steps you should take to writing direct response advertising here in this article, but you can get the basics at my website.