Advertising is expensive, hardwork and you ought to be very creative to be able to think of ways to get your products and services in front of your prospects eyes. David Ogilvy, one of the most influential advertising icons ever, used to suggest never spending money on any advertising that wouldn’t work. How do you ensure that you get your advertising right? Do the following:

Don’t be everywhere, just be where it matters

One of the mistakes I did when I first started out was that I just used to do everything possible to get the word out. I mean, I was literally everywhere. I hit the local business directories, yellow pages, white pages, newspaper classifieds and even pamphlets. I realized however that it won’t work that way. This “carpet bombing” method is mostly hit-and-run and your results would be scattered too. Remember that your target market isn’t everywhere.

There are places your prospective customer goes to and there are things that your niche markets do. Where do these people hangout? What do they do? What do they read? What do they spend most of their time? What is their lifestyle?

You will have homework to do; and you got research to complete. The data you glean from this work is precious and allows insights that could lead you to the next course of action.

Once you determine your prospective customers’ lifestyle, habits and other such information, it is time to get the word out such that it reaches them. Reach out to them using the cheapest and most effective means possible. Remember to stay away intrusive methods of marketing (since that is not welcome) and try to nurture your prospects until they are ready to buy.

In this series of posts, we will try to establish a framework for the best possible marketing plan you could use for your business.

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