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“How do I advertise my business?” This is a question I am often asked by my friends who own businesses. I wish there was an easy answer. Like any other topic in the marketing field, there are just as many solutions as there are businesses out there. I thought I will share with you some basic principles and common methods that you could use to promote and advertise your business.
Let’s start with writing ads: It's almost useless to review lists of alternatives for advertising if you haven't developed well-written ads. Writing ads is a skill. There are important aspects to think about, including the wording, graphics, arrangement of wording and graphics, coloring, how your audience will interpret the ads, their placement, etc. Poorly done ads can hurt you worse than not having ads at all. Therefore, very carefully consider getting help to write your first ads. There are experts in the market place called “copy writers” who specialize in writing ads for different businesses.
What Should You Write in Your Ads?
The answer to this question depends almost entirely on the reading and listening habits of your current and potential customers. This is where some basic market research can help you a great deal. A lot can be learned by using a few basic methods. Before you write your ads, you should give careful thought to your unique selling position so you know what unique features and benefits to convey and to whom. A common mistake I have seen is when the inexperienced ad writers have written the ad to themselves, rather than to their current and potential customers. Your ads should clearly state the benefits of products and services to customers, not the benefits to you -- clearly state the ads in terms that the customer will value, for example, easy access, low cost, easy to use, reliability, etc. Your ads should answer the customer's question: "What's in it for me?" Your ad should also specify what they are to do next. What action should they take and how do they take it? For example, who do they call and how? Trust me; I have seen many well written ads where the ‘call to action’ is placed badly so the customer will have a hard time finding your phone number.
Assuming you have a well written, well thought out ad, how do you repeatedly get the message out? Or what are the major methods of advertising? Here is a list to consider:
Brochures or Flyers
Many desktop publishing and word-processing software packages can produce highly attractive tri-fold (an 8.5 inch by 11-inch sheet folded in thirds) brochures. Brochures can contain a great deal of information if designed well, and are becoming common methods of advertising. Many dental and medical offices use them. They are a great take-away for customers when they visit your office.
Direct Mail
Mail sent directly from you to your customers can be highly customized to suit their nature and needs. You may want to build a mailing list of your current and desired customers. Collect addresses from customers by noticing addresses on their checks, asking them to fill out information cards, etc. Keep the list online and up-to-date. Mailing lists can quickly become out-of-date. Notice mailings that get returned to you. This should be used carefully and it can incur substantial cost; you don't want to inundate your customers or prospects with information, so make the most of your message.
E-mail Messages
These can be a wonderful means to getting the word out about your business. There are now many services providers that can customize your email based on your business and client needs. Be very careful with email. Make sure when you collect email, that the customers are "opted-in" to receive periodic email from you. Do NOT buy lists from suspicious firms who claim to have thousands of email addresses for a small price. Spam is a big issue in email marketing and the last thing you and your business needs is to be labeled a spammer.
Magazines
Magazines ads can be very effective if they are targeted. Find out if there's a magazine that focuses on your particular industry. If there is one, then the magazine can be very useful because it already focuses on your market and potential customers. Consider placing an ad or writing a short article for the magazine. Contact a reporter to introduce yourself. Reporters are often on the look out for new stories and sources from which to collect quotes.
Newsletters
This can be powerful means to conveying the nature of your organization and its services. Consider using a consultant for the initial design and layout. Today's desktop publishing tools can generate very interesting newsletters quite inexpensively.
Major Newspapers
Almost everyone reads the local, major newspaper(s). You can get your business in the newspaper by placing ads, writing a letter to the editor or working with a reporter to get a story written about your business. Advertising can get quite expensive. Newspapers are often quite useful in giving advice about what and how to advertise. Know when to advertise -- this depends on the buying habits of your customers.
Local Newspapers
Ironically, these are often forgotten in lieu of major newspapers, yet the neighborhood newspapers are often closest to the interests of your customers. For example, if your business is in Orange County and within Irvine, then focus on Irvine’s local papers first.
Radio Announcements
A major advantage of radio ads is they are usually cheaper than television ads, and many people still listen to the radio, for example, when in their cars. Ads are usually sold on a package basis that considers the number of ads, the length of ads and when they are put on the air. A major consideration with radio ads is to get them announced at the times that your potential customers are listening to the radio.
Television Ads
Many people don't even consider television ads because of the impression that the ads are very expensive. They are more expensive than most major forms of advertising. However, with the increasing number of television networks and stations, businesses might find good deals for placing commercials or other forms of advertisements. Television ads usually are priced with similar considerations to radio ads, that is, the number of ads, the length of ads and when they are put on the air.
Web Sites
You probably would not have seen this means of advertising on a list of advertising methods if you had read a list even two years ago. Now, advertising and promotions on the World Wide Web are almost commonplace. Businesses are developing Web pages sometimes just to appear up-to-date. Using the Web for advertising requires certain equipment and expertise, including getting a computer, getting an Internet service provider, buying (usually renting) a Website name, designing and installing the Website graphics and other functions as needed (for example, an online store for e-commerce), promoting the Website (via various search engines, directories, etc.) and maintaining the Website.
Yellow Pages
Although not as popular as before, the Yellow Pages can be very effective advertising if your ads are well-placed in the directory's categories of services, and the name of your business is de scri ptive of your services and/or your ad stands out (for example, is bolded, in a large box on the page, etc.). The phone company will offer free advice about placing your ad in the Yellow Pages. They usually have special packages where you get a business phone line along with a certain number of ads. Many people now use web to search for businesses and services. Make sure your ad in the Yellow Pages is also placed on their online version.
These are just a few ways to promote and advertise your business. There is not a single approach that works better than the other. The key is to look at your marketing budget and your business type and decide on a few or combination of these methods to advertise your business.
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