1. There are NO secrets
Most information about almost everything is available on the internet and in general it can be found for free.
Most advertising doesn't work [...] What you need to do is monitor your results by building tags into your adverts
Mostly its common sense, but sometimes we all need help formulating what we know into a clear course of action.
There are also a few facts that are little known or considered, which I guess makes them secret from some people but if that is the case all information is secret from us until we are exposed to it.
2. The shocking truth revealed
Most advertising does not work.
Most companies that advertise do so because they feel they should and have absolutely no idea what the results are.
What you need to do is continually monitor your results. You can do this by building tags into your adverts; if people have to call you use different numbers for different ads.
You can do this easily with internet-based companies that offer 0870 numbers for free that are directed to any phone you like.
If you are luring people to your shop through a special offer then you can say something like: “Mention the Times to get an extra 10% off.”
You and your staff need to ask people what brought them to your business.
Ask them what they think of it, what could be better and what they like best.
This way you can improve where needed and promote the best, most attractive things in your advertising.
3. Don’t sell the business
Sell the benefits of what you are offering not the business itself.
Often people get caught up in telling the world how long they have been in business, that it was their father’s father’s father’s uncle who started it.
That’s all very well, but what does that tell me about what you are offering me today?
Talk about how the customer will benefit from having your company service their needs or sell them a new widget.
They need to know that they will have a better life because of what you are offering them so make it clear.
Always direct your offer and sales literature at the audience to whom it is intended.
Write from their point of view, put yourself in their position and imagine what issues are important to them; it may be different from what is important to you.
