LEARN
MARKETING
Be Careful When Choosing When
and How to Market!
LEARN
MARKETING
Be Careful When Choosing When and How to Market!
LEARN
MARKETING
Be Careful When Choosing When
and How to Market!
Strange title, huh? If you’re a business owner, entrepreneur or even a busboy at Benihana, you probably think that it’s always a good thing to market and advertise the company that you represent.
Wrong! …Wrong.
All advertisement isn’t good advertisement.
I repeat: All advertisement isn’t good advertisement. I’ll give you an example:
I have a friend who owns a cleaners in a southern metro city. His business is going fairly well, and not only is he the CEO – he also handles his own marketing.
So one day my friend decided to run a Facebook ad. ….Only one problem. Once the ad started, my friend began to receive strange phone calls.
First a woman called from Minnesota asking my friend about the services that he provides. My friend was puzzled, but he calmly explained that his business was not located in Minnesota.
Then he got a call from Michigan. Then a call from New York, and another one from Nevada. The next day, calls began pouring in from across the country – all wanting to put their clothes in my friend’s cleaners.
(Keep in mind, my friend and his business are located in a southern metro city. So you can probably see the issue here.)
So he came to me the next day and asked what had he done wrong. I grabbed his phone from him, went into his Facebook ad settings, and found the culprit: Turns out that while he was constructing his ad, my friend accidentally clicked a button that expanded his ad to the entire continental U.S.
Ouch.
This was a huge, costly mess-up; and it was a complete waste of time. And it was also completely avoidable.
But you see, even if my friend had gotten everything right in his ad creation and only advertised to the city where his business was located, he still would have been screwing up.
Why?
There are different factors that you must consider when you prepare to market and advertise your business. Location is obviously first on the list. (Sorry, friend). But here’s something that’s just as important: Your target audience.
EVERYONE ISN’T YOUR CUSTOMER
EVERYONE ISN’T YOUR CUSTOMER
EVERYONE ISN’T YOUR CUSTOMER
Everyone isn’t even a potential customer.
Big businesses know this already. Here’s two examples:
Walmart is a huge multi-billion dollar corporation; and yet, you and I both know people that absolutely refuse to step foot between their light blue and grey walls.
There are some people that will never, ever give Walmart a chance; and Walmart knows this. They know that everyone isn’t going to be their customer, and so they tailor their advertising and marketing accordingly.
Still not convinced?
How come beer companies don’t advertise during daytime TV? Obviously there are a lot of people watching The View, Family Feud, Live with Kelly and Ryan and Judge Judy.
But beer companies know that the people that are watching TV during those hours are not their target audience.
Once you as an entrepreneur or small business owner recognize that everyone isn’t your customer, you will find that half the weight of the world will immediately be lifted from your shoulders.
How many business cards have you left in different locations, but you never got one call?
Maybe leaving your flyers in that gas station wasn’t the best idea if you sell jewelry.
I probably wouldn’t put an ad for handmade greeting cards in Architecture Weekly.
See, you have to know when to market – and when not to. Otherwise, you’ll wind up wasting time, money and resources.
It all goes back to knowing and recognizing your worth as an entrepreneur and business owner.
Believe in the services that you offer. Yes, your customer or client is helping you when they decide to purchase an item from you, or hire you for your skills. But you are equally helping them when you deliver a top-tier product, or exceptional skills that help them accomplish their goals.
If you have a good product or service, your business is going to grow. Choose to grow your business the best way, by defining and then locating your target audience.
There’s 7 billion people on the planet. You’re not trying to sell to all of them—Only the ones that have a genuine interest in your product and service.
This is why it’s always important to have a game plan, and then work that plan methodically.
If you’re ready to grow your company and brand by investing in marketing techniques that are proven to work, then contact us today.
Strange title, huh? If you’re a business owner, entrepreneur or even a busboy at Benihana, you probably think that it’s always a good thing to market and advertise the company that you represent.
Wrong! …Wrong.
All advertisement isn’t good advertisement.
I repeat: All advertisement isn’t good advertisement. I’ll give you an example:
I have a friend who owns a cleaners in a southern metro city. His business is going fairly well, and not only is he the CEO – he also handles his own marketing.
So one day my friend decided to run a Facebook ad. ….Only one problem. Once the ad started, my friend began to receive strange phone calls.
First a woman called from Minnesota asking my friend about the services that he provides. My friend was puzzled, but he calmly explained that his business was not located in Minnesota.
Then he got a call from Michigan. Then a call from New York, and another one from Nevada. The next day, calls began pouring in from across the country – all wanting to put their clothes in my friend’s cleaners.
(Keep in mind, my friend and his business are located in a southern metro city. So you can probably see the issue here.)
So he came to me the next day and asked what had he done wrong. I grabbed his phone from him, went into his Facebook ad settings, and found the culprit: Turns out that while he was constructing his ad, my friend accidentally clicked a button that expanded his ad to the entire continental U.S.
Ouch.
This was a huge, costly mess-up; and it was a complete waste of time. And it was also completely avoidable.
But you see, even if my friend had gotten everything right in his ad creation and only advertised to the city where his business was located, he still would have been screwing up.
Why?
There are different factors that you must consider when you prepare to market and advertise your business. Location is obviously first on the list. (Sorry, friend). But here’s something that’s just as important: Your target audience.
EVERYONE ISN’T YOUR CUSTOMER
EVERYONE ISN’T YOUR CUSTOMER
EVERYONE ISN’T YOUR CUSTOMER
Everyone isn’t even a potential customer.
Big businesses know this already. Here’s two examples:
Walmart is a huge multi-billion dollar corporation; and yet, you and I both know people that absolutely refuse to step foot between their light blue and grey walls.
There are some people that will never, ever give Walmart a chance; and Walmart knows this. They know that everyone isn’t going to be their customer, and so they tailor their advertising and marketing accordingly.
Still not convinced?
How come beer companies don’t advertise during daytime TV? Obviously there are a lot of people watching The View, Family Feud, Live with Kelly and Ryan and Judge Judy.
But beer companies know that the people that are watching TV during those hours are not their target audience.
Once you as an entrepreneur or small business owner recognize that everyone isn’t your customer, you will find that half the weight of the world will immediately be lifted from your shoulders.
How many business cards have you left in different locations, but you never got one call?
Maybe leaving your flyers in that gas station wasn’t the best idea if you sell jewelry.
I probably wouldn’t put an ad for handmade greeting cards in Architecture Weekly.
See, you have to know when to market – and when not to. Otherwise, you’ll wind up wasting time, money and resources.
It all goes back to knowing and recognizing your worth as an entrepreneur and business owner.
Believe in the services that you offer. Yes, your customer or client is helping you when they decide to purchase an item from you, or hire you for your skills. But you are equally helping them when you deliver a top-tier product, or exceptional skills that help them accomplish their goals.
If you have a good product or service, your business is going to grow. Choose to grow your business the best way, by defining and then locating your target audience.
There’s 7 billion people on the planet. You’re not trying to sell to all of them—Only the ones that have a genuine interest in your product and service.
This is why it’s always important to have a game plan, and then work that plan methodically.
If you’re ready to grow your company and brand by investing in marketing techniques that are proven to work, then contact us today.
"I'm ready to get started today!"
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