Print Advertisement is Good Advertisement, You know why? It puts something physical into the customers’ hands that tell them about your product or services. I’m sure you know this, but do you know that most of the time your print advertising goes into the trash without being looked at. Matter of fact, to see any results from your printing efforts you want to circulate your printed material 3 times to the same audience. These are things I want to make sure you know as business owners that your money is valuable, and to know that it’s almost valuable enough to spend it, just to throw it away. Let me explain!
Advertising By Throwing Money Away
You are probably saying this guy is out of his @%#!@ mind! The truth is, how many times did you apply for a job, not to hear anything from that respective employer. Resumes are your personal printed advertisement, and if it doesn’t appease the needs of whoever is running the HR Department, then you get the trash can. Same Concept! You put a lot of time and energy into your resume and you want to be consistent and almost unbearable, that you cause a response. The thing is that you are not speaking; it is your marketing materials that are speaking for you. So don’t stress if you don’t get a response, because you’ve already made the first step, by making yourself visible. Send out a second wave of marketing materials. Chances are these are going to get thrown away as well. That’s okay! You have just modeled persistency. This time send out a third wave, and it is most likely, there still will be some materials thrown in the trash, but most likely, someone will see your consistency, and persistency, that they will at least inquire about your services. By this time, you might have sent out about 1000 pieces of material, and you might get 8-10 responses with the probability of 2 to 3 customers. 1 Customer should be able to cover your investment, and the other 2 are just cherries on the cake.
Knowing When To Advertise
As a business owner, you should always have business cards on hand, readily accessible and available. You might be in situations where you have 30 seconds to sell yourself, and hand out your literature. *Side Note* Make sure you exchange information; don’t just put the ball in their court to call you. Be Proactive. If you have their information, then you can follow up with them. Secondly, when advertising yourself through print materials, you have to know what print materials would be suitable for your potential customers. You can have your business name printed on anything for any reason whatsoever, but that doesn’t mean you should. You have to know your avenues. If you have a work truck, then invest the money into getting some vinyl done to advertise your name and your services, this will pay for itself, and it’s great advertisement, because people like to read while they drive. If you have coupons and specials, then it would probably be a good idea to saturate the local area with your coupons, either by mail marketing or hire a team of individuals, like some neighborhood kids to go through the area with you and to give door to door flyers. Any way that you choose, be creative. The thing is know that if you have a concept for your business, then you need to advertise it in order to make it work. Don’t just advertise on Social media or your website, but advertise through print marketing. Take responsibility for your success.
Get with your graphic designer, hopefully you have one on hand, and explain to them what you want, and they will create some incredible print advertising for you. If you don’t have a graphic designer that you can call on to do your work for you, then I suggest you get one. A good graphic designer will make your business look professional, experienced, and trustworthy. If you are serious about your business, don’t just throw something together and do it yourself, because I promise you, it won’t drive the customer base that you want. Invest in your business, and be willing to get the right graphics for your marketing material that will stimulate a potential customer’s interest.