How Does Advertising Work?
This information is true among all advertising platforms.
How Does Advertising Work?
A frequently asked question by business owners new to advertising is: “How do I know if my ad will work?” Here’s what “work” actually means…
Thousands of people will see your business’s name and read your message in Charleston Coffee News every week. Assuming that they are the people who are likely to buy what you sell or offer, which we can help you figure out, then Coffee News will deliver the first element of successful advertising: Visibility.
A large percentage of the above people will be the same every week. They will get your message over and over again. You now have the other necessary element of good advertising: Repetition.
Visibility and Repetition. That’s what Charleston Coffee News guarantees to deliver. That’s how your ad will indeed “work” for you. But can you turn that into money?
YES! If you deliver on your end!
Let us invite you to consider a few questions about your local business:
Does your business provide a great service or product? Is your business inviting? Does your company have a business phone, and is it answered professionally? Do you respond promptly to inquiries?
Does your business have a good reputation? Are you involved in the community? Are you doing other marketing and advertising efforts so that people see and hear about you in a variety of ways?
Don’t expect results from just one week. We are bombarded by over 3,000 advertising messages every day, and it takes 10-13 times for a consumer to start recognizing your ad. This is only the imprinting stage. Now you have to wait for the consumer’s need or want to arise. That’s the advantage of Coffee News – it gives you the opportunity to keep your presence in the marketplace weekly – for the long term at an affordable price. So when that consumer’s need or want arises, and the person remembers your ad, they can still find you – you haven’t disappeared.
Keep at it. The Law of Advertising #2 from Wizard of Ads, Roy Williams, states…
“Few people will be convinced quickly, and few of those who will be convinced will have any immediate need for what you are selling. By the time their need arises, your ‘testing of the waters’ will be over and the prospect will have forgotten you.”
Williams also preaches that “It’s what you say” that will determine your success in advertising. So if your ad is not bringing the results you anticipated, let’s review it! Perhaps your message, offer, or ad design needs adjusting.
**Remember, there’s no charge for ad changes and updates!
Michael Corbett reminds us that,
“If your doors are open, you should be advertising!”
In Corbett’s book, The 33 Ruthless Rules of Local Advertising, the need for continued advertising is further explained. People shop all the time, so you’re advertising to a passing parade. People move. People forget! People often take their time before buying, and when they do need your product or service, you want them to think of your business.
When you advertise in Charleston Coffee News, you get more than just an ad on a page. Claire Thompson, publisher, actively networks throughout the business community, working to make connections between readers and local businesses. Need networking guidance? We can help. Need marketing advice for a small business? We can help. Coffee News is all about making it our business to help your business get more business!
Ads in Coffee News are less expensive than other print media, so small businesses can afford to advertise regularly – visibility & repetition. Also, Coffee News guarantees every advertiser exclusivity. This means only one advertiser from each business category is allowed in each edition, allowing our advertisers to lock out their competition – unlike any other publication in town! See more of the Benefits
As explained above, a good ad is like a seed for a fruit tree. Repetition is its water. Weekly visibility & consistency is its sunlight. The longer your seed is allowed to grow in the mind of the public, the greater and greater your harvests will be. What size harvests do you want to see for your local business?
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