Marketing Magic: The Best Way(s) to Advertise

Posted on by in Reading Between the Lines

“I must admit I am not a big fan of advertising.”

Marketing Magic by Don Debelak, page 15

Let me say this at the outset that advertising does indeed work. The reason I am not overly supportive of this marketing gambit has everything to do with the nature of your company and the size of your marketing budget.

That being said, I may not be talking to you. If this is the case, have a nice day. For 98.4% of you, you might want to listen to my rationale.

Click on the book to grab your own copy of "Marketing Magic"

Click on the book to grab your own copy of “Marketing Magic”

The number I have been sharing in my live programs is five. I remind audiences that it takes five or more “touches” with a prospect before he/she feels comfortable with you to become a customer. This number varies, of course, with the product, price, and availability of your product or service.

This helps support why I do not endorse paid advertising for small businesses. It costs too much and does not result in an immediate revenue stream.

It is important for suppliers to realize that I am not talking to them. I am directing this column to the travel agent community.  You, me (us) usually do not have deep enough pockets to roll the dice on long-term tactics.

It is my opinion that there is a better way to invest your marketing dollars. I strongly recommend that you fine-tune your approach and turn your shotgun approach into a rifle approach. In other words, turn a “spray and pray” campaign into a “dart game.”

This calls for you to define a set group of qualified targets (prospects) and direct all of your efforts toward them, thereby developing a meaningful relationship as quickly as possible.

Don’t misinterpret my words. This method will also take time and a number of touch points. There are no shortcuts, blasting your message to the masses when you find a few extra bucks is the sure path to frustration.

What other methods of spreading your word do I endorse?

Invitation to events

Teleseminars

Webinars

Articles

Email Marketing

Direct sales letters

Customer service referral strategies

All forms of Social Media

One last thought: Don’t become overwhelmed with all the choices. Select one or two and utilize them to the max. Then, if you feel like it, try a third. Easy does it.


Mike presents a business-building webinar on the third Thursday of every month sponsored by AmaWaterways. To receive monthly invitations send Mike an email with the words “business training” in the Subject Box. You will also receive a link to the recorded version.

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