Marketing and Advertising – An Expense or an Investment?

By Action Coach Dave Beam

Most of the business owners that I speak with tell me that the majority of advertising and marketing is largely a waste of money.  They advertise out of fear, feeling like they need to at least keep their name out there.  They usually have a sense that most of their new customers are coming in from word-of-mouth, and that the advertising that they buy is probably not effective.  As a result, most small businesses are reluctant to advertise and try to minimize their marketing expense.

How To Write Ads That Work – AIDA!

By Action Coach Dave Beam

We are all bombarded with hundreds of advertising messages every day.  If you have been in the business of business for long, you probably have concluded that advertising is a waste of money.  I only partially agree with that statement.  MOST advertising is a waste of money, because most advertising is frankly – lousy.  Ask the average person what makes a great ad, and they will likely tell you that it has something to do with creativity and entertainment value.  Not necessarily so.  I have only one measure for the quality of an ad; does it elicit a response that results in a sale?

How to Create a Marketing Plan that Works! (Part 3 of 4)

By Action Coach Dave Beam

We are right in the middle of a series on how to create a marketing plan that actually brings in new customers!  If you are new to our newsletter, just e-mail and ask us for Parts 1 and 2.  Part 1 was about addressing THE most important question to ask in marketing, “Who is my best customer?”  Last week, we asked “Where can you find these customers?”  Where do they gather in groups?

So today, the next question is “What is your offer?”  Specifically, what can you offer your ideal customer that will get their attention, get them excited, and compel them to take action?  Many will say this is obvious.  It must be whatever my product or service is – that’s what I have to offer, right?  Certainly, that is your ultimate offer.  However, if you want a marketing strategy that works, you need to do a little more thinking and creative work.  Answer this question.  What are the UNIQUE features and benefits that ONLY you can offer?  Focus on the benefits, not just features.

How to Create a Marketing Plan that Works! (Part 2 of 4)

By Action Coach Dave Beam

Last week we addressed THE most important question to answer for effective marketing, “WHO is your best customer?”  You ideally should have a list of several ideal customer profiles.  Not all great customers are alike, nor do they all like the same things.  So with that understood, let’s move to the next critical question; “WHERE would you find these ideal customers, especially in groups?”