Small, medium or large – which one do you go with? It’s not the size of your…umm…err…advertisement that counts, it’s how you use it that really matters. This is the real truth in this little clichéd conversation.
Why all the focus on ad size? Ad size is really only valid in print advertising. There are plenty of other marketing avenues that don’t require size differentiation, right? How about radio, cable and network advertising? Well let me start by saying this…if you are buying anything other than an advertising medium that requires a size specification, you better have one big budget. When I say big budget, I’m talkin’ 8 to 10 G’s a week to spend on the radio. That is the dollar figure you would have to shell out in a small to medium media market in order to effectively dominate with an electronic ad campaign. Subsequently, as we alluded to before you have to dominate one market segment and audience before you go spreading your message and ads all over the place. This practice of spreading your dollars and ads all around to multiple media outlets in small quantities is something we call “Spray and Pray;” it’s highly ineffective. A little here, a little there, just marking your territory like a dog would do. But guess what? We can’t really tell where dogs mark, only dogs can. So if your target audience is dogs you are on the right track. Keep it up! If not…keep reading. You probably aren’t spending 8 to 10 grand weekly. If you are, call me, and we’ll talk about the best way to use that money. So now we are left with marketing choices that require us to decide: is bigger better? Bigger is not better, period. It’s not how big your space is that really matters. It’s what you put in it and the design that counts. The smallest size ad on a page can have more eye appeal and garner more response than the biggest one on the page. I know for a fact because we’ve done it countless times. Everyone generally wants a bigger ad so they can say more about their product, their business, their mission, their family, their home life and their dog…come on folks. This is getting ridiculous. Every ad can get the job done in 4 lines of copy or less. That’s right, 4 lines of copy or less. If you have more than that it’s probably too much, it’s a waste and it’s definitely not as effective as it could be. You probably have ads out their right now that are the big ones, with lots of info in them: slogans, pictures, mission, licenses, titles, insurances and tons of other useless stuff that is never effective. These ads are like a bad jazz musician, there is a lot coming out of the horn but they just ain’t sayin’ nothin’. This is all too often the classic case. You have to have realistic expectations for your ad and the copy must be fine-tuned to uncover the emotion that makes your customers buy! The old saying that a picture is worth a thousand words must not have been written by an expert copy writer! We can teach you how to make people have a burning desire for your product in about ten words. Our “Gravitational Ad” format takes any size ad and turns it into a lead generating factory. You can learn more about this and how to create ads that are lead making monsters using our “Gravitational Marketing Road Map.” Never leave home without it! Tomorrow’s Tall Tale, you can’t get results overnight. YEAH, RIGHT! Get the full e-book "Ten Tall Tales Of Traditional Marketing That Cost You Tons" and others at our website: http://www.scend.net/resources.htm
Tall Tale #10 “You can’t control word-of-mouth advertising”
We genuinely feel sorry for anyone who believes this. Almost everybody agrees that the ideal form of advertising is word-of-mouth. Don’t you agree? But almost everybody also agrees that it’s impossible to control. That’s nonsense – proliferated by the pay-per-advertise media. They don’t want you to find out that there’s a way to control the best advertising process of all – the one that’s 100% free.
Tall Tale #9 “You can’t mix business with pleasure”
We’ve all heard this one, right? And since marketing your business has always seemed so daunting and confusing, how could it ever be pleasurable anyway? But when you start to apply smart marketing principles to your business, you will start to have fun. You’ll have fun because it will become easy to get customers and you’ll be making money without sweating about how to get business. And when you have fun, so will your customers, and that will cause them to return and to tell their friends about you.
Tall Tale #8 “You need to be on the Internet”
The Internet is all too often mistreated and misunderstood as a “place to be,” or “something to be on.” Many companies treat the Internet like a billboard, but it’s not. People don’t surf by and see your web site. Your web site is a destination – but not the ultimate one (unless you sell your product online).
