5 Reasons Your Ad Isn't Working

Too often an ad will have too much information, be too confusing, have too many offers or not run often enough. Coupon advertising is, by its nature, provided in a small space. We have seen many clients try to cram too much information into this space thinking that they will get more leads, but this is not true. We have also seen clients not give their ad enough time in the market to see a true response rate. There are a few good reasons for this:

1. When designing your ad consider each ad as a specific, narrow statement about one item or service. Don’t clutter your message with more information than the customer needs, your goal is for the customer to call you so that you can solve their specific problem.
2. Avoid confusion! Identify the main point of the advertisement, make sure you have one specific statement that is believable and factual.
3. Stay away from too many offers. If you must have multiple offers limit them to no more than two to three. Avoid exaggerated claims or vague statements. And, focus your ad on what the customer wants by identifying a product or service that is relevant for the time or season.
4. Once you have an offer that is working, keep using it!
5. Repetition is essential in assuring increased response. Repetition reinforces your offer and the more often you put the offer or information about your offer before the customer the more likely you are to generate a sale. Too often business owners look to make one big, bold statement and spend a large sum of their advertising budget in the process and these “big, bold” efforts are not as successful as planned. Most of us are slow to grasp an offer either because we do not see the need or the timing is not right. Repetition of your offer combined with a targeted message will increase your chances of making a sale.

Coupon advertising is not rocket science, but it is wise to follow certain rules or guidelines to be successful. By following the rules suggested above you will enhance your chances for a direct mail advertisement program.

Now, it’s your turn! Let me know what has worked for you and why. If you want to challenge my observations, I sincerely want to hear from you. Golden Mailer is trying to identify as many business owners in the community as possible, to share ideas, opinions, and experiences, to help you increase your commercial opportunities. Your participation would be very useful, and we would love to share  your insights in future posts.

Adapt to Changes - Part 9

“Sow an act, and you reap a habit.

Sow a habit, and you reap a character."

Charles Reade (1814-1884)

Our final habit in this series concerns a topic that can be very difficult to accept, especially if you have devoted an enormous amount of time and energy in creating your business. Many times we have faced those “little bumps in the business road” that have kept us up at night. Generally, we find a solution that is compatible with our business expectations; however, once in a while, we have to change course and plot a new approach or game plan. Adapting to change can be a very personal experience, but being willing to consider other options is critical in a changing economic environment, as we are currently experiencing.

Golden Mailer has found these nine habits to be very useful in developing our business model they have proven very beneficial in achieving a sustaining our place in a very competitive market. As a brief review here are the 9 habits have found to be the most useful in building our business:

1. Know Your Market & What Your Customer Wants
2. Develop a Mission Statement and Business Plan
3. Create a Repeatable, Scalable Business Organization
4. Develop a Culture of Discipline
5. Be Professional
6. Be Consistent & Follow Through
7. Stay on Top of Profits & Cash Flow
8. Keep Your Employees Involved
9. Adapt to Changes

Adapt to Changes
Possibly the most difficult habit to acquire is that of accepting change, after all, your whole existence for putting your business together was to achieve a specific mission that had been successfully implemented and was serving yours and the communities needs. At least up until the demand for your services or product began to falter, you may find it difficult to accept the need to alter your business plan or vision of the company’s future. Well, lets face it, if you are not willing to adapt to the changes in the market place, or to the impact of new technology, or to the competition’s improved innovation, your business is going to be run over, and you will be left in the dust.
How do you avoid such a disaster? Well, you adopt change, make it your partner, and seek out new ideas for conducting business, by either experimenting with alternative products or services, or by considering various “what if” possible changes. The commercial environment is not a stationary workplace, it is in constant motion, and so should you be in a constant state of awareness about potential changes that might negatively impact your business. You must remain a positive, up beat owner who is aware of the business environment and all the options that affect your life’s work.

One final thought; persevere in all that you do. The challenges you will face in your business endeavors will only be overcome if you approach them with a conviction of absolute commitment. Seek solutions until the last moment, you will discover that consistently pursuing these habits will lead to a better destiny than you had originally dreamed possible.

Speaking of adapting to change:

• What changes have you had to make in the past four or five years to assure your business remains competitive?
• How has your business adapted to the innovations in computer applications related to marketing, billing, and customer service?

Keep Your Employees Involved - Part 8

“Sow an act, and you reap a habit.

Sow a habit, and you reap a character."

Charles Reade (1814-1884)

Habit number 8 is possibly the most fun as well as rewarding for you and your employees. Aside from the importance of managing a success business, employee participation enhances productivity and quality assurance.

Golden Mailer has found these nine habits to be very useful in developing our business model they have proven very beneficial in achieving a sustaining our place in a very competitive market. As a brief review here are the 9 habits have found to be the most useful in building our business:

1. Know Your Market & What Your Customer Wants
2. Develop a Mission Statement and Business Plan
3. Create a Repeatable, Scalable Business Organization
4. Develop a Culture of Discipline
5. Be Professional
6. Be Consistent & Follow Through
7. Stay on Top of Profits & Cash Flow
8. Keep Your Employees Involved
9. Adapt to Changes

Keep Your Employees Involved
If you are a one person business, you may think this habit does not concern you, but that isn't true. Golden Mailer is a family owned and operated business because the family was always involved, either at the dinner table, or helping out on weekends and after school. So,even as a sole proprietor, you may want to keep your family involved, if for no other reason than a way to prepare your children or spouse to take over the business should you become ill or wish to retire.

From much of what was already discussed in the previous sections, you probably understand the importance of communicating the values, visions, and expectations of the business to your employees; however, employee involvement goes a step farther because good employees take their role in the business very seriously and you always want to have highly motivated employees, their involvement in the business will greatly enhance the potential for success.

Periodic informal meetings, luncheons, after work get togethers, or even weekend outings, give employees another format in which to exchange ideas or pleasantries outside of the formal business setting. These opportunities give people the sense of belonging and a feeling of unity. Employee involvement is a way of showing you care, but more importantly, it is another way of recognizing their contribution. It is also a way of rewarding them for the work they are doing. It's important that the employees recognize that you appreciate their role in achieving the purposes of the business.

Management of your staff is a challenge, but if you do it right, it can be one of the most rewarding aspects of your business career. Seeking to involve your employees is a habit that leads to enhanced productivity and better employee relationships.
Speaking of keeping your employees involved:

• How do you keep your employees involved in your business?
• What methods have you found to be most effective in motivating employee involvement?
• How important is employee satisfaction to you and the success of your business?

Stay on Top of Profits & Cash Flow - Part 7

“Sow an act, and you reap a habit.

Sow a habit, and you reap a character."

Charles Reade (1814-1884)

Paying close attention to your financial reports can save you many sleepless nights and uncomfortable conversations with your banker or your accountant. More importantly, tracking your cash flow will assure timely payments of invoices and payroll. Keeping a close watch on your profit margin we have found to be far more critical than market share, especially during slow periods or while in a down economy.

Golden Mailer has found these nine habits to be very useful in developing our business model they have proven very beneficial in achieving a sustaining our place in a very competitive market. As a brief review here are the 9 habits have found to be the most useful in building our business:

1. Know Your Market & What Your Customer Wants
2. Develop a Mission Statement and Business Plan
3. Create a Repeatable, Scalable Business Organization
4. Develop a Culture of Discipline
5. Be Professional
6. Be Consistent & Follow Through
7. Stay on Top of Profits & Cash Flow
8. Keep Your Employees Involved
9. Adapt to Changes

Stay on Top of Profits & Cash Flow
Maintaining this habit will pay dividends every day that you are in business. Most business owners underestimate the amount of capital required to cover unexpected expenses or periodic slow-downs in the economy. Sometimes, this lack of preparation is due to unrealistic income projections or an over confidence in the owner’s ability to control the costs of doing business. Whatever the cause, the importance of staying in tune with your profit margins and cash flow far exceeds your market share or increased sales volume.
The critical point is this: don’t spend more than your income. This does not mean that you should avoid borrowing. Short-term bank loans may be important during certain periods of the business cycle, and certainly during the start-up period; just make sure your operating expenses can be covered by your income for a given period or cycle. A business typically requires a year or two to break even. Also, any new product or service will also require a period of time before it is self-sufficient. This means you need to anticipate such financial demands and plan for the additional costs and funds required while sustaining the business through these transitions. Your ability to predict the amount of funds required to launch a new venture or expand existing services or products will determine the level of success your business will attain.

Of all the habits discussed, the challenges faced in your business usually surround the issues of money. So, endeavor to make this habit a “must do” effort every day before, during, and after you close the shop. It will help keep you in business and out of debt.

Speaking of staying on top of profits and cash flow:

• Do you have an accounting system that allows you to frequently review your profit margin and cash flow?
• How critical is the management of your cash in operating your business?
• Do you have complete control of all billing, collection, deposits, and payment of invoices, or do you delegate these tasks to others?

Be Consistent & Follow Through - Part 6

“Sow an act, and you reap a habit.

Sow a habit, and you reap a character."

Charles Reade (1814-1884)

Part six presents two habits that are directly related your management skills as well as your attitude. Being consistent means you hold firm to your agreements, and that your actions are compatible with your stated intentions. Of course, follow-through is act of being consistent. We have found in our business that these habits are important in sustaining long-term relationships and customer satisfaction. How well you execute this habit will be a major factor in determining the level of success you will have holding customers and building your business.

Golden Mailer has found these nine habits to be very useful in developing our business model they have proven very beneficial in achieving a sustaining our place in a very competitive market. As a brief review here are the 9 habits have found to be the most useful in building our business:

1. Know Your Market & What Your Customer Wants
2. Develop a Mission Statement and Business Plan
3. Create a Repeatable, Scalable Business Organization
4. Develop a Culture of Discipline
5. Be Professional
6. Be Consistent & Follow Through
7. Stay on Top of Profits & Cash Flow
8. Keep Your Employees Involved
9. Adapt to Changes

Be Consistent & Follow Through

Many business owners have failed because they were unable to develop or lacked these habits of consistency and follow through. Good management skills is another way to describe these habits because without them your potential to neglect your responsibilities to your employees, and your customers will surely lead to your business’ downfall. Attention to detail is essential to the success of your business. This includes not only the running of your company, but, also, attending to employee and customer needs. You are the “mother hen”, in other words, you need to watch over every aspect of your business until you shut it down.

As the leader of your business, you must provide the motivation and climate to assure the productivity of yourself and your employees. Your ability to hire, train, delegate, and manage your employees will be enhanced by adopting these habits of consistency and follow through. Your objective in embracing these habits will be beneficial as the manager of your business when you face new challenges, create new opportunities to expand, and think through all of the strategic issues you will face in the daily operations of your company.

Your business will be built upon your ability to get things done, either by your self or through others. To overcome indecision and procrastination, you have to approach each day with an urgency and commitment to complete every task as though the survival of your business depended on it, because it probably will. This habit has saved many from becoming a failed business owner statistic.
Speaking of being consistent and following through:

1. What management skills have you used to make sure employees follow through on assigned tasks?
2. How do you motivate your employees, and yourself, to stay on task?
3. Have you established a method to make sure you are consistently providing a level of service or quality that meets your standards?

Just as a reminder, here are the 9 habits we are presenting in this series: (1) Know Your Market & What Your Customer Wants, (2) Develop a Mission Statement and Business Plan, (3) Create a Repeatable, Scalable Business Organization, (4) Develop a Culture of Discipline, (5) Be Professional, (6) Be Consistent & Follow Trough, (7) Stay on Top of Profits & Cash Flow, (8) Keep Your Employees Involved, and (9) Adapt to Changes.

The following is a brief discussion of “habit” Number 6.

Be Professional - Part 5

“Sow an act, and you reap a habit.

Sow a habit, and you reap a character."

Charles Reade (1814-1884)

Golden Mailer has found these nine habits to be very useful in developing our business model they have proven very beneficial in achieving a sustaining our place in a very competitive market. As a brief review here are the 9 habits have found to be the most useful in building our business:

1. Know Your Market & What Your Customer Wants
2. Develop a Mission Statement and Business Plan
3. Create a Repeatable, Scalable Business Organization
4. Develop a Culture of Discipline
5. Be Professional
6. Be Consistent & Follow Through
7. Stay on Top of Profits & Cash Flow
8. Keep Your Employees Involved
9. Adapt to Changes

Be Professional
Owning a business is a serious undertaking and requires a certain degree of attention to conducting your affairs in a professional manner. By this standard, a business owner should project a level of quality in every thing that positively reflects back on you, your company, and your employees. This means ethical business practices, attention to details in yours and your employees’ dress, conduct, timeliness, and service.

A professional attitude will convey a certain status as well as offer an image of character and standing within your field of business. Your business is offering an important service or product to your community; how you conduct your business will speak volumes about you and your company. Finally, how you and your employees appear before customers can be the difference between a sale and a missed opportunity. Although, this is a short statement on the subject, it is, nonetheless, an important habit to have.

Attitude plays a key role in how we conduct our lives as well as in how we run our business. The challenges before you will be greatly enhanced if you face them in a professional manner. This is one habit that will reward you in a number of ways.

Speaking of being professional:

• What modifications to your business operation have you adopted that reflect a professional attitude?
• How often have customers commented about your company’s professionalism?

Develop a Culture of Discipline - Part 4

“Sow an act, and you reap a habit.

Sow a habit, and you reap a character."

Charles Reade (1814-1884)

Golden Mailer has found these nine habits to be very useful in developing our business model they have proven very beneficial in achieving a sustaining our place in a very competitive market. As a brief review here are the 9 habits have found to be the most useful in building our business:

1. Know Your Market & What Your Customer Wants
2. Develop a Mission Statement and Business Plan
3. Create a Repeatable, Scalable Business Organization
4. Develop a Culture of Discipline
5. Be Professional
6. Be Consistent & Follow Through
7. Stay on Top of Profits & Cash Flow
8. Keep Your Employees Involved
9. Adapt to Changes

Develop a Culture of Discipline
By now you have probably come to realize that discipline is a critical element in the formation, operation, and success of your business. As indicated earlier, there are a number of reasons why businesses fail, but failure to control yourself or your staff can lead to serious consequences. As with any habit, the examples you set to assure that you, your employees, and the company, in general, always tries to achieve a consistent level of service, quality control, and customer satisfaction will be rewarded with increased sales and productivity.

How do you establish the level of discipline that can guarantee success will depend on how consist you are in maintaining the standards of performance you expect of yourself, your staff, and your venders. Obviously, this starts with you and is projected to all concerned though your behavior, policies, and employee standards of performance. On time performance, commitment to quality of service and products, rapid response to solve problems, and a policy of fairness will only be achieved if you establish acceptable levels of behavior and follow through with consistent rewards.

Unacceptable outcomes are not allowed, but should be corrected immediately with training and an explanation of the company’s policies. Discipline is a way of producing a specific character or pattern of behavior based upon rules or guidelines that achieve the best intentions of the company.

Self-control is a challenge for most of us, but, if you can face the formation and control of your business with a sense of discipline, you will have overcome a major obstacle. And, gained a valuable habit in the bargain.

Speaking of a culture of discipline:

• What method would you include to assure the culture of discipline in your business?
• How have you structured your business to encourage employees gain an appreciation and awareness of the importance of discipline in their work efforts?