Take it from me: if you spend most of your time talking advertising with lots of business owners every day, you will become familiar with the common reasons why they don’t, won’t, or can’t advertise. In each of those scenarios it usually comes down to this: they “tried” some advertising thing once and it didn’t work, and now they think that ALL advertising doesn’t work and is just a waste of time & money.
The key word here is tried. Tried means that whatever they did, they probably either targeted way too few prospects, or marketed their businesses for such a short period of time that no one even knew that they were there – and maybe both. I think that there are two things going here that play a large part in the business owner’s advertising efforts: impatience and budget.
The impatience portion of this equation is that the business owner feels that, if the phone doesn’t ring immediately after his advertising hits, then it’s a flop & a failure. The budget portion is also typically is tied to the impatience: because of their front-end impatience about promoting their businesses quickly, this business owner typically chooses an inexpensive medium or tactic because he or she hasn’t properly allocated the business’ budget to afford the right advertising avenue for their needs.
The bottom line is that if you don’t have the budget for it, then save for it. Don’t jump into advertising in a hurry, and don’t compromise. I can assure you that compromise will only end in you being very disappointed in the results – and you’ll be another one of those business owners who says they tried it and it didn’t work.
Be sure to join us for part two, in which I discuss the issue of consistency, and how it is key to advertising success!