The Maven Marketer: How to Stop Wasting Money on Advertising and Build a Legendary Business by Brandon Welch

Author:Brandon Welch [Welch, Brandon]
Language: eng
Format: epub
Publisher: Maven Publishing
Published: 2021-03-03T06:00:00+00:00

HOW TO BE SUCCESSFUL

Tip 1: Buy Daytime Schedules. The big goal is to reach large groups of people for as little money as possible during the time when they can take action. If you’re a local service company with normal hours, 10 a.m. to 4 p.m. is often the best time to run your ads.

This next part is big: KNOW WHAT YOU’RE BUYING!

Your advertising salespeople can, and should, give you numbers for audience size and demographics if you ask. Don’t go cheap and simply buy a bunch of “spots” in a package. Do your homework and know the spot’s audience size, the basic demographics of those audiences, and what times your ad will be playing. It’s definitely okay to pay more for a bigger audience, but know that you need to be running several spots per week in the same time period (with the same audience) to achieve the best results. So, don’t buy programs that you can’t afford to be in multiple times per week (at least three times).

Tip 2: Say One Thing at a Time. Your ads usually only last 15, 30, or 60 seconds, so you must make every word count! Leave out details that don’t reinforce a need, pain, hope, or fear or don’t clarify what you’re able to do about them, and give a very clear reason for why now is the time for the ad’s audience to take action (e.g., create limited time offers).

Tip 3: Close the Loopholes. Because you only have seconds to make your point, it’s important to anticipate any of the easy or too-good-to-be-true objections that will give people a reason to quickly disregard you. Tell them why this offer is limited by being specific: “We have only 27 left! First come, first served.” This also means using the secret weapon of transparency by offering them information that is usually “behind the curtain,” such as upfront pricing or a no-strings-attached guarantee. Of course, your website and phone messaging should be filled with value, as with other types of digital media.

Tip 4: Give a Reasonable Next Step. With TV ads, website calls to action usually make the best reasonable next steps because most people are usually on their devices when watching the ad. On the flip side, radio campaigns are more likely to receive phone calls or text message inquiries as most people are driving at the time of the ad. In either case, make sure it’s very clear what’s in it for the listener when they call or visit the website (i.e., provide a tangible value or piece of information if they take action at the time you’re wanting them to take action).

Tip 5: Be Prepared to Answer. Be prepared to answer phone and website inquiries during the times you know your ads will play.

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