Whether you are new to marketing or an “old hat” at it, any good marketing person will tell you advertising is a key piece to the whole marketing picture.

I can’t tell you how many times I come across people that think marketing and advertising is one in the same. However, advertising is just an arrow in your quiver.

But choosing the right advertising can be a make or break proposition, especially for a smaller business with a limited budget.

Obviously a business that places advertising wants to get the biggest bang for their buck, but most importantly, they want results.

But be careful. Results can have many different meanings. For example, one business may think results from an ad means lots of people coming into their store and redeeming a coupon. But for another business, results may mean someone mentioning to them “yes, I’ve heard of your business!”

So when deciding what type of advertising you want to do, make sure you have a clear understanding of the results you are wanting to achieve.

So how do you make your advertising a mic drop?

  1. You or your business must be extremely focused on your ideal customer or client.
  2. Your ad must create an awareness of the result you are trying to achieve.
  3. Finally, continuously measure and convert

Saying this, if you don’t know step number one (who’s your ideal customer or client) you really need to step back and figure this out. Otherwise you will be taking a “shot gun” approach to your advertising and hoping it works. But once you do figure this out, everything will fall into place.

For example, let’s say you are a high end jeweler. Your typical customer has a high net-worth, lives in a prestigious neighborhood, drives a luxury automobile, their children attend private schools, they are avid travelers, they are affluent and well educated, they are business and community leaders, they are active spenders, they are connoisseurs of wine and fine dining, they are aficionados of culture art and music, and they are recession proof.

By knowing your ideal customer this intimately, you now have narrowed down your options for where to advertise.

By narrowing down the options of advertising, you must now create an awareness for what you are trying to achieve. For example, let’s say you have a one-of-a-kind blue sapphire ring. Ideally you would want to feature this piece of jewelry in your advertising.

And then finally, you would be able to measure whether or not the advertising worked by either selling this piece of jewelry or not selling this piece of jewelry.

For the small business owner or marketing person it is very easy to get inundated, not to mention confused with the latest “shiny thing” out there for how to advertise your business. But advertising does not have to be complicated, and when you break it down into these 3 very simple steps, you will have an Advertising Mic Drop!

Good selling.


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