Advertising is Not Optional

Entrepreneurs are fearless but many have to step up the courage to spend a little on advertising.

Every good entrepreneur knows: Sales and revenue are driven by exposure and performance.

Advertising by word-of-mouth or hanging a sign outside are inactive and unrealistic finger-crossing methods.

Nothing good comes from this kind of passive-aggressive marketing. Advertising is an active, take charge job that should be handled daily–by experts.

DIY vs. Hiring Professionals
Doing It Yourself is code for “I know what I’m doing.” DIY only goes so far. Be realistic and know when to turn to a professional for advice.

Advertisers provide direction, cohesive plans, experienced and strategic big ideas that can come in within budget. They have schedules and timelines, executed plans owners pay for, learn from and then engage in a little DIY.

You Are Never the Target
Owners are too close to their beloved brands to be objective. Openness to change and outside ideas can more QUICKLY put a brand directly in front of your audience when this is understood. You, the owner, may know your brand. But you are never the target.

Need More Proof?
How are sales? If sales are slow, it’s because you’re not reaching your consumer audience. You need to sell to the consumers you are not reaching.

Confused? You need to sell to those who aren’t buying from you. If they’re not buying from you either your product has issues or they don’t know your brand.

Have some “really cool” advertising ideas that you think are brilliant? If sales are slow, it’s time to stand down.

Accept the fact that you can step aside and that your ideas haven’t worked. It’s fine to turn it over. You still own the product.

Educate Yourself:

Read:
Ogilvy on Advertising written by David Ogilvy