Continued from page 1
As a personal example of
necessity of continual advertising, I found a local pizza place through our local Pennysaver. They run same ad every week. After a couple of months of scanning periodical for investment opportunities, I ended up ordering pizza from this place. Their food turned out to be great however, I did not write down number. Their advertising worked, they recruited a customer.
However, next week I was in same scenario and was craving their pizza. I flipped opened Pennysaver looking for their ad so that I could get number and order dinner. That week they had discontinued placement and their as was not running. Instead of going to hassle of calling information or opening a phone book, that night I ended up grabbing a bag of chips and proceeding with my routine of looking for deals in Pennysaver. They lost a sale simply because they discontinued ad placement and I, like most people, didn’t have motivation to go searching for their information.
To summarize message, repeat your advertising enough to make your customers know where to find you. They will call when they are ready.
Step 4: Tracking Response: If you are spending money advertising your services, you should be able to know exact response per ad you are getting. With that in mind, find a way to track calls to your specific advertisements. For me I use different telephone numbers for different ads. Also, know circulation of your advertisement so that you can gauge how well masses respond to your message. Finally, know what return on investment you are getting for each month’s worth of advertising. More to point, know how much money in form of deals or purchases is coming in as a result of your advertising.
In summary, make sure your print advertisements and classified ads speak to your prospects’ emotions. Include a call to action in your ad, and always include a way to track your response. Finally, remember that you must run your advertisements often to grow response that you need.
+++++++++++++
About Barrett Niehus: Barrett Niehus is a principal in IP Ware Real Estate Investment Software http://www.realtysoftware.org and a part time real estate investor. Mr. Niehus has served as a marketing consultant for a number of product launches and has written extensively on the topics of marketing, sales and business development.
Copyright: Please use and reprint this article freely
