The Business Wealth Builders: Accelerating Business Growth, Maximizing Profits, and Creating Wealth by Phil Symchych & Alan Weiss

Author:Phil Symchych & Alan Weiss
Language: eng
Format: mobi
Publisher: Business Expert Press
Published: 2015-10-05T14:00:00+00:00

Building Awareness: If You Don’t Blow

Your Own Horn, there will be No Music

How much do you invest in marketing, advertising, promotion, customer events, and other activities designed to generate sales each year? What is the return on your marketing investment?

The response rate on direct mail advertising is optimistically estimated at four percent. Billboard advertising is even lower. How can you attract new customers without using these expensive and inefficient tactics?

The key to blowing your own horn is to focus on people who want to hear your tune. Much of advertising budgets are wasted because they target everyone. By focusing your messages on your ideal buyer, you can dramatically increase your target market’s awareness without wasting money on nonbuyers.

Let’s talk about your marketing messages. If you listen to the radio or look at the newspaper, most of the advertisements feature products or services, some details, and prices. This is a no-win game with a discounting race to the bottom. However, if you write marketing copy in the format of a case study and use actual client results and comments, you will have more impact because your audience will be able to see itself benefitting from your help.

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