That’s the essence of the question a prospect asked me not long ago. They had tried advertising in local newspapers and free weeklies, had given away nearly a ton of paper filers, and were considering local radio spots.
They’d done a lot, but nothing worked. Responses were nonexistent. "Where is the best place to advertise?"
They were searching in the wrong place. Instead of looking for the silver bullet of advertising vehicles, they should have been looking for their message. Truth be told, they had no message other than call me if you think you need me. No offer, no call to action, no value proposition, no defined benefit. Basically a short list of features, a name, and a telephone number.
They’re is good company. The majority of local businesses advertise this way. Look at your local newspaper, this type of advertising is everywhere. Business owners of all sizes without a message.
Look at your own company’s advertising, everything from brochure to paid advertising. Do you have a message? Is there a call to action for your prospect to heed? Does your message mean anything to your prospect? If not, therein is likely your opportunity to boost your business in 2006.
What do you think?