Ads Dont Sell - People Do !

More about advertising by BIG Mike McDaniel

Advertising is not a substitute for good sales technique and superb customer service. Inserting an ad in a handy newspaper to call attention to a line of goods will not sell those goods unless you can back it up with intelligent, well directed sales efforts in the store. Sales technique and service must follow advertising and unless it does advertising is a failure.

The function of advertising is to bring prospective buyers into the store; nothing more. How you advertise, how much you advertise and where you advertise, can all contribute to advertising's success or failure. Assuming you do an adequate job of promoting your products through advertising, the visitors will come. Your job, then, is to convert them to customers.

When the visitors arrive, everyone in your employ must be ready for the task. Any enthusiasm created by your marketing efforts will cool quickly if greeted by sour faces and dour attitudes within the store, or worse, expecting the customer to crawl under the counter or up a ladder to get what was advertised.

Some merchants believe a "test" of advertising is to hide the item promoted and make the customer ask. If no one inquires, advertising obviously doesn't work. People are basically shy and will not ask, fearing they didn't hear or read the ad correctly, since the item is not prominently displayed. Rather than risk the embarrassment of hearing "no, Stupid, we didn't advertise anything like that", they will leave the store, perhaps never to return. The first step to back up your advertising is to display the advertised products in a conspicuous location with signage supporting the ads. "Ah hah!.. this must be what we read about. Here it is!".

But NOT in the front window. For advertising to work, your visitors must be converted by your salespeople. If the advertised product is in the window, the visitor can make a decision not to explore further based on a quick first impression. At least give your salespeople a fighting chance to "one on one" with a prospective customer.

Don't blame the advertising if you can not convert visitors into customers. Or worse, if you run them off before anyone has a chance to convert them.

Everyone in the store should know the items being advertised and be able to explain or demonstrate them.

Question your advertising if there are no (or few) visitors. Question your sales efforts if there are visitors but no (or few) conversions into customers.

Advertising will pay handsome dividends when the service within the store is directed intelligently. Advertised goods should be displayed prominently and demonstrated easily by willing workers. Unless you can render such service, on a consistent basis, don't advertise. Sell out.

For more about advertising, get my article "Do Your Radio Ads Work?" [email protected] http://BIGIdeasGroup.com

©2005 BIG Mike McDaniel All Rights Reserved [email protected] BIG Mike is a Professional Speaker and Small Business Consultant with over 30 years experience, http://BIGIdeasGroup.com

Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:[email protected]

---

Unlock The Power Of Online Groups

Yahoo Groups: I see countless marketers on shoestring budges turn... Read More

Do You Really Need a Brochure?

Traditional brochures typically tell the story of your company, i.e.... Read More

Lamination of Signs

I suspect that everyone has an idea of what lamination... Read More

I Dont Want to be Different

To succeed in today's crowded marketplace where most of the... Read More

3 Simple Steps to Getting Thousands in Free Advertising

Many entrepreneurs believe that they understand what public relations is,... Read More

6 Must-Have Elements of a Powerful Brochure

Most brochures that businesses put out today end up doing... Read More

What are Text Adverts?

Not everyone is aware of what are text adverts? Text... Read More

Advertising - Should You Be Advertising Your Services?

You offer a reliable, quality service. You know that if... Read More

The SKINNY on Radio Advertising

From meager beginnings in 1920, radio has grown with us... Read More

Electronic Reader Board

Electronic reader boards are the most efficient way to convey... Read More

10 Reasons Why Your Company Needs Custom Invitations

I am always amazed when I hear about companies who... Read More

Push vs Pull Advertising

Push vs. Pull Advertising - Understand the Consequences for your... Read More

Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part Two

In part one of this article we discussed the importance... Read More

Giorgio Armani: A Persuasive Campaign

Lets examine the use of Giorgio Armani Company's advertisements for... Read More

Getting the Most Out of Your Networking Group

Here is my personal list of things to do at... Read More

Go Ahead Im Listening

In today's fast paced environment, interaction with family and friends... Read More

How to Save Money by Making Your Own Sign

In the sign industry we commonly refer to the material... Read More

Driving Customers to You - Your Car as a Marketing Vehicle

You can turn your vehicle into a rolling advertisement. Costs... Read More

How To Create Instantly Compelling Ads Every Time

Use This Quick 3-Question Evaluation Process, So You Can Be... Read More

A Lesson In Advertising From The Eighteenth Century

Back in the 1760s, the great Dr Samuel Johnson delivered... Read More

Why Your Ad Failed

So you spent good money on an ad, put it... Read More

The Skinny on Billboards

Several years back the billboard people put a big picture... Read More

10 Simple Techniques To Make Your Ad Get Powerful Attention

1. Make your ad's keywords and phrases standout by enlarging... Read More

The Art Of Fear Free Advertising

Is fear of failure an issue when you commit valuable... Read More

Top Design and Marketing Tips from a Branding Expert

This month, we wanted to share some general tips relating... Read More