Monday, December 25, 2006

Week 17 - The Only Purpose of Advertising is to Make Sales

The success of Google over the last 5 years comes largely down to one thing – business owners are willing to pay handsomely for leads which result in actual sales. What was lacking prior to the Internet was this ability to scientifically track just how you ad was performing. Whilst the Internet and these methods are new, the concept of advertising to create sales opportunities is certainly not. There is a classic book by Claude Hopkins called Scientific Marketing which was written in 1923!. Don’t be put off by the title, you should easily be able to read it in a weekend. Hopkins declares that:

“The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.”

Regardless of what you have heard or seen in the past, for most small to medium sized businesses the only focus should be the number of qualified leads that are generated from your advertising. Qualified means that when people do call or visit, they are seriously looking for the solution that you provide. With a few cute graphics or a joke, just about anyone can get the phone to ring but will the caller actually want your service at the price and terms you offer it?

Let’s look at 6 golden rules you should follow for all of the advertising you do, on or offline.

1. Firstly be consistent. All of your marketing messages must project the same message.
2. Always incorporate your USP.
3. Always ensure you are using a direct response method (such as a discount coupon). You must call your prospect to action.
4. Always create an effective headline.
5. Always write effective copy (the words we use to describe the offer).
6. Ensure you are applying the Broadest Possible Appeal rule.

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