Advertising Temptations & How Small Businesses Can Handle Them
New advertising ideas and techniques almost always attract the quick attention of the optimistic small business owner.
The first time you learn something new to use or adapt, your mind races, especially if the testimonials are realistic and seem to relate to what you are doing.
To illustrate, imagine that advertising salesperson standing right there at your business.
Temptation is staring you in the face. "It's a lot," they tell you. Do you do it or not?
Here are three sets of realistic questions to ask yourself as you evaluate the proposal:
1. Take a step to the side and consider this. Does your current advertising already cover the basics? Is this new temptation part of your basic advertising plan or is it in the "next level" category? Remember to do the basics first, just like you have to open a showroom before you can decorate it. So make sure you understand the basics before moving to the next level.
2. Will the new idea or technique stand on its own as a profit generator? Can the new idea or technique be integrated into your basic ad campaign so that it can complement what you are already doing? Will it contribute to a cumulative advertising effect?
3. Can you afford it? Is your advertising budget already limited? Will this advertising method be worth it? Or will it break the bank?
Background: An informed small business owner keeps a good record of all promotions and announcements. You want to develop enough information to find out what works and what doesn't. It's called learning from your experiences of being in the trenches.
Temptation looks you in the face in the least expected moments. The temptation may come from hearing or reading about the excellent results others have obtained from your advertising.
It often appears when a salesperson informs you about the "great deal" they are offering. The temptation may come from looking forward to how great it would be if you could get similar results. It always sounds so easy.
Is temptation worth listening to? By giving yourself honest answers to the three questions above, you'll know if it's time to move to the next level and succumb to your latest advertising temptations.
© 2006 Jon Sinish
