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1. Advertising and marketing are so subjective that it can be
hard to know what effective advertising or marketing
looks like. Yet it's results can be measured. Effective
advertising can raise a company to huge success.
Conversely bad advertising can destroy a company or put
it in the national spotlight just because it's bad. It's a very
fickle industry largely based on opinion, conjecture, and
out and out guessing to say the least. So how can a small
businessperson get his message out effectively when it
seems that this nothing but a big crap shoot? After all, the
small businessperson may not have the access to the
resources needed to test and focus group his advertising
campaign.

2. The first step is to partner with a marketing professional.
That doesn't mean an expensive advertising firm with a
big conference room and fancy leather chairs. It means a
person with a proven track record. Someone who
understands basic marketing and knows how it works.
Such a person can be very reasonable cost wise on a
freelance basis but invaluable in the results he/she gets if
they understand the following principles.

3. Advertising does have some rules that can be followed
and when followed will help tip the odds in favor of a
successful campaign. Each and every effort at advertising
should contain the following in one form or another. These
principles have worked for decades and have successfully
made many products and services national brands.

4. Educate

5. Maybe you have the best widget in the land. It out
performs every other widget out there. You developed it
and manufacture it in your basement. Even your brother-
in-law loves it. Yet you don't have any sales. Why? You
need to educate your potential customer. Tell your
audience what it is, how to use it, and how well it's made.
Give them details, the more informed they are about your
wonderful product or service the more excited they will be
about using it.

6. Demonstrate

7. Showing your potential customer how the product works
is a fundamental step. By showing how easy your product
is to use, you are giving your customer a reason to buy. By
demonstrating the product you involve the customer and
help he/she to visualize themselves using the product
successfully. By comparing it to the competition you give
your customer the information they need to choose your
product over others.

8. Show the benefit

9. If your potential customer cannot see the benefit of
ownership they will not buy. That's the facts. By pointing
out the ROI (return on investment) such as more leisure
time, cost savings, or other benefits you give you customer
a reason to buy rather than walk away. Does your product
benefit your customer? How? Define it and make the sale.

10. Call to action

11. If you are not including a call to action in every piece of
advertising you produce you are missing a big opportunity
for increased sales. So many seasoned marketing
professionals leave out this very important principle.
People in general like to do things for others. By asking
them to purchase your product after you have given them
reasons to buy, you are tapping into the generosity of your
audience. If they are properly educated, shown how to
use it, and the benefits of ownership they will gladly say,
"yes" when asked to buy. You just have to ask.

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