Are You Ready To Commit?

In the current economy, many business owners are wondering what to do to maintain and hopefully increase sales. The obvious solution is to advertise. Even some established businesses that have relied on word or mouth or reputation in the past, are considering some type of an advertising campaign. If you are one of them, regardless what media you choose, there is one word you should remember: “COMMITMENT”.

Remember, most advertising media works. TV, radio, direct mail, newspapers, billboards, door hangers, etc may be new methods of advertising for your business, but they have been proven effective for thousands of others. Of course, some media choices for your particular business are better than others. You’ve got to do some research, evaluate costs and your budget, and then make a choice. Chances are you will make the right one.

Choosing which media to use is only the first step. After you launch your campaign, you have to evaluate the “R O I” (Return On Investment). Yes, advertising is an investment, and like many investments, it may take a little time for your investment to pay off. True, sometimes, advertising may seem more like a visit to a casino. You make a bet and once in a while luck is on your side. Smart businessmen try to avoid that hit and miss cycle.

So what is the answer? Commitment! Stick with it. Advertising is hard. It is a process. You have to advertise, carefully evaluate the results, fine tune your campaign and then try it again. That is the hard part. It may seem as though you are putting good money after bad.  But remember, it is an “investment”. Don’t cut your losses and run after just one try. Even if no one responds to your advertising, that is still a result. Obviously not the result you were hoping for, but a result just the same. Poor or no response can reveal things about your prices, your competition even your reputation if you are honest with yourself.

A last word caution. When shopping for advertising (or anything else for that matter) don’t use price as your only consideration. If you are not an expert in the field, then find a supplier that can educate you as well as provide the product or service you are seeking. Getting the right advice can be priceless!