Advertising & Marketing
Examples on Advertising – The Do’s and the Dont’s
Advertising – What Works
One of the typical mistakes people make especially in small business is trying to compete on price, especially when starting out. The common belief is to drop the price to get the jobs in, but nothing could be further from the truth… By dropping your price you open yourself up to doing too many quotes, working long hours to deliver those quotes, often landing too few jobs.
If you succeed, you may obtain jobs, but with very little profit… not a good long term plan at all.
In the words of John Ruskin:
There is hardly anything in this world that someone cannot make a little worse and sell a little cheaper, and people who consider price alone are that person’s lawful prey.
It’s unwise to pay too much, but it’s worse to pay too little.
When you pay too much, you lose a little money, that’s all. When you pay too little, you sometimes lose everything, because the thing you paid for was incapable of doing the thing it was bought to do.
The common law of business balance prohibits paying a little and getting a lot… it can’t be done. If you deal with the lowest bidder, it is well to add something for the risk you run, and if you do that you will have enough to pay for something better.
So what’s the answer?
To brand yourself as the expert… How do you do that? It’s easier than you might think. Let me give you a good example… In this example I am going to assume you know your line of business and your products very well, and are not a beginner in your profession.
You set up a simple report you can offer people that has a perceived value and you utilise a simple advert that draws the attention of your potential customers.
In this example I will assume you are in real estate.
Here is the very simple two line advert:
Learn the inside secrets of how to sell your house quickly and for more money. Call for FREE information pack 1300 ### ###
When they call, and they will you only need to direct them to a one page website with a web form where they enter their first name and email address to get the report. Now you have done two important things…
- You have started to brand yourself as the expert rather than just another real estate agent by offering expert advice and tips
- You are building a database where you can soon send everyone an email with the push of a button which when completed correctly delivers positive cash flow.
How expensive is all this?
Depending where you place your advert it can be as little as one hundred dollars.
OK, if you are thinking that you have no idea on how to put together a report to offer people I have a very simple answer for you.
Get someone to interview you on the phone. This is easier than it sounds.
Simply outline a basic questionnaire of the things you want covered that you think your potential customers would be interested in and record the call.
How do you record a phone call?
For just a few dollars you could purchase a recording device which allows you to automatically record your phone calls. I purchased mine from ebay and it works perfectly.
You could use a teleconferencing service which both parties dial into and set it up so it automatically records the service whenever you call them. An online service you can use is ecteleconferencing (www.ect.com.au).
Once you finish with the call, get a company like www.idictate.com to dictate everything for you. And magic you now have a report you can send out that took less than a few hours to put together… And you did very little of the work.
In less than 2 hours, you can have a report you can use to generate a gust of new customers into your business.
An important thing to note… many people get caught up on sending out the perfect package. Don’t be like that. The most important thing you need to do is just GET STARTED. You can always improve the report later.
Another quick real life example of an advert that delivered quite a few new customers to a client of mine was for a gentleman who lives and works in Perth, Australia. He is a landscaper who also mows lawns for a living. Most landscapers these days I know for a fact are fighting a price war… I said most because my clients is charging an average of 2 to 3 times that of most other landscapers yet his dairy is always full.
The good thing to note also is due to the success of his advertising he never discounts no matter what.
Can you imagine you never ever had to give a discount to win a new customer? What a difference that would make to the majority of small business owners…
To actually have more customers buying from you yet you are charging full retail.
I’ll even show you his first advert in a moment so you can start to see what he is doing that is so different compared to all his competitors.
He is simply using my principles to take the eyes of the perspective buyer off the price and focused on the compelling offer while delivering a guarantee that is too good to refuse because it takes 100% of any risk away from the perspective buyer. Let me show you one of the adverts he was using to attract new customers looking to improve their lawns beck when most of Australia was suffering from a drought.
This is just one of the successful adverts we used for my client. For privacy I’ve been asked not to display the specific details of the business owner and again I will respect that.
Having said that, it’s very easy to see that if you were a potential customer looking to hire someone to help make your lawn grow how this advert may appeal to you.
Now this one of the very first adverts we used and things have come a long way since then but I’m sure you can see how a different type of advert may bring in more clients for you too.
OK… let’s look at one last advert in the real estate industry. Here’s the advert:
“Discover The Proven NEW Strategies For Homeowners
On How You Can Sell Your Home Faster – And For A Higher Price:
Call 1300 ### ### For A Free Kit
I’ve included some real life examples here so you can see for yourself what works and what doesn’t.
If you are just not sure where to start and you would like to find out what you need to do first you are welcome to use your free 10 minute consultation I offer to my subscribers. We will look over all your advertising and your website and I will let you know where you are going wrong and what to fix.
If you would like a kick start in the right direction, simply call 1300 884 571 and book a time for a 10 minute FREE phone consultation.