While we help business owners in all these areas, the biggest (and most expensive) mistake nearly every business owner makes is in marketing (advertising). You see, most people think advertising IS marketing. It\u2019s not. Advertising is a tactic, marketing is a strategy. So, right out of the gate, most businesses do it wrong. <\/p>\n\n\n\n
That\u2019s because the only sources they have to rely on for marketing, or in their case advertising, advice are people who SELL advertising. They all have a vested interest in where and how clients spend their money. The more the client spends, the more the vendor makes – whether is works for the client or not. Those media vendors (television, radio, newspaper, SEO, digital, direct mail, & even ad agencies) are not marketers – they\u2019re sales organizations. Their focus is their own revenue first. If what they sell happens to help the business, it\u2019s more a happy coincidence than a well thought-out plan.<\/p>\n\n\n\n
You see, mass marketing is simply a process of elimination in which you keep paying to get better results. <\/p>\n\n\n\n
I\u2019ll break it down… briefly. Every medium has an audience. Within that audience, about 1%-3% are \u201cin-market\u201d for what you sell at any particular time. When your ad happens to collide with that person of interest, that\u2019s called a lead. That\u2019s the prospect that may call you or stop into your store. I call it accidental advertising because that\u2019s exactly what it is. Therefore, the more advertising you buy, the better your chances of \u201crunning into somebody\u201d that wants\/needs what you sell – this happens through the process of elimination.<\/p>\n\n\n\n
It\u2019s the same as driving. When you\u2019re in your car, you drive past hundreds, if not thousands, of other cars. But, if two drivers going to the same place meet at a city street intersection at the same time, the chances of a collision increase dramatically. You have an accident. That is the methodology behind advertising on local media. The more ads they sell, the more cars are clogging the city streets. Advertising used to work a lot better because there were fewer \u201cfreeways\u201d to drive on to get where you wanted to go. City streets were sometime the only way. Collisions happened a lot. So, freeways were invented to de-congest traffic. <\/p>\n\n\n\n Today, there are many freeways (multi-media) to travel to avoid city street congestion. The same goes with media. With so many freeways, it\u2019s a lot harder to get into an accident at any particular intersection. But, as insurance details, the more you drive, the chances of an accident increase – and so does your premium. You pay more as you drive more… hmmm, sounds a lot like how media advertising works – the more ads you run, the more it costs you to try to find that fender-bender that equates to results. See the similarity? <\/p>\n\n\n\n Here\u2019s another reason why your ads don\u2019t work: media is a message delivery system. Nothing more, nothing less. They all have an audience, some are better (bigger) than others. The problem is, no one in media pays any attention to the message. Media companies design your message as a service to help sell their delivery system. After all, if you don\u2019t have a package, you don\u2019t need delivery! <\/p>\n\n\n\n So, they make the package (the ad) for you. Pretty clever. But, make no mistake in that they are not marketers in the sense they understand marketing. Believe me, they don\u2019t. Letting a media company design your message is paramount to letting your mail carrier design your direct mail marketing piece. While that may sound outrageous, there\u2019s really little difference. <\/p>\n\n\n\n Your mail carrier is a delivery system, correct? He or she delivers direct mail marketing, correct? They\u2019re very good at delivery, but they know nothing about marketing. Would you let your mail carrier develop an ad for you? Of course not. So, why are you letting a media sales rep do it? <\/p>\n\n\n\n They are not trained in marketing or ad layout or have any knowledge about what components are necessary to create an ad effective. They are trained to sell… period. And yet, the message is the most important element in marketing. It must resonate with the end consumer to get them to take action. <\/p>\n\n\n\n We have developed a marketing message formula called The Conversion Equation<\/em><\/strong>. We use it to create market dominating positions for our clients so they enjoy market dominating results and market dominating profits. <\/p>\n\n\n\n This is why we can offer our clients the opportunity to triple their leads in as little as 30 days and double their top-line revenues in 12-24 months. Who are you working with right now that offers that? We guarantee our work – we\u2019ll show you how to grow your revenue by 9 times more than you invest. Who are you working with right now that offers that?<\/p>\n\n\n\n Want to see how we\u2019ll expose up to 40 areas of your business that we can impact right now that will add $100,000 or more of new, recurring revenue without spending another dime to do it? Who are you working with right now that can do that? There is no cost for this analysis as we simply want to help as many small business owners as we can.<\/p>\n\n\n\n![\"\"](\"https:\/\/tspbizpro.com\/blog\/wp-content\/uploads\/fender-bender-crash-in-las-vegas.jpg\")
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