The Main Mistakes Business Proprietors Make In Advertising. Part One.

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Every store owner has advertisements that bomb. Here are a few of the most important reasons ads bomb.

No Headline
If your store name is at the top of your advertisement, you have no headline. If your headline doesn't give an appealing motive to read further (from the reader's perspective) the advertisement won't be read. Over 80% of an ads profitability is provided in the headline.
I experimented one time by placing the headline in the center of the ad. The response went from an standard of $7,000 a month in gross sales (from that single advertisement) to Zero. Not a single sale from the ad.
Same advertisement. Identical headline. I just put the headline in a place other than the first place the reader looks. The headline must grab the reader by the face and scream "look at me!" and "This is for you!". The headline must produce enough attention, by itself, to make the reader want to read the rest of the advertisement. Or else the reader won't read the advertisement.

Marketing your store name.
This may possibly be the single biggest mistake advertisers do. Almost nobody cares about your business. They may care about what's in your business, if you can make them want it.

If you were going to set up a buddy on a "blind date", you would not waste all your time telling him about the building she lives in. Your store is just the residence that your products "live in".

You nearly never hear "Look Honey, an advertisement for a retail store. Let's drive over to see what's inside".

Promote specific products and build the desire for that product. That will move the people in your store. That will get people to call up your store.
Allowing untrained ad reps construct your advertisement.

Some advertising reps are trained. But most of the training is in Graphic Design. They can make your ad look terrific. But graphic design won't persuade somebody to buy anything. Plus, the same guy is designing all the advertisements in that media. How will your advertisement stand out?

Envision an advertisement representative that understood ways to put together a moneymaking advertisement for you. After you saw a profit from your first ad, how hard would they have to labor to sell you the next ad? Not at all.

Ask your advertisement sales rep if they have studied copywriting and advertising.

Placing advertisements based on budget
I keep hearing about someone's ad budget like it's written in marble. An ad will either produce a profit or it will not. If an advertisement generates two times it's cost, what should you do after that? Run it again. If the advertisement does not produce a profit, you don't run the advertisement again.

If someone offered to double your money in 10 days, and you thoroughly believed him, how much a month would you plan for this? 10% of overall sales? 40% of overall sales? $500 a month?
No.

You would invest as much as workable. And you would repeat the method as often as available, for as much as you could. About 2% of my overall sales is invested in advertising. I didn't choose that amount. That amount is just what I end up with after I repeat the ads that produce a profit, drop the ads that don't, and negotiate the ad cost. Approximately 40% of our gross sales comes directly from our advertisements, mostly Direct Mail ads. Do the arithmetic. Our standard ad is producing business at eight times cost. A lot of trial & error to arrive at that point.
You budget expenses, not revenue building investments. The lone complaint about my Direct Mail company (Town Money Saver) is that it won't run other than once a month. If it ran more frequently, I'd be there.

Article Source: http://depositarticles.com/

Claude Whitacre Is author of the book The Unfair Advantrage Small Business Advertising Manual. You can download a complete copy at www.local-small-business-advertising-marketing-book.com . You can also just buy the book at www.claudewhitacre.com

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