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?