![]() |
|
![]() |
|
![]() |
|
![]() |
A few years ago, I analysed the statistics of where one of my clients, M & M Pest Control in Sydney, generated all their leads from. As a result of this, Ray Milton, the director of the company said:
"Scott measured the results we were getting from our advertising, and as a result, this confirmed my decision to eliminate over $42,000.00 in unnecessary expenses ? because it wasn't paying it's way"
$42,000 is a lot of money? in anyone's language!
What did I do? I simply analysed his advertising expenses? and identified whether or not the ads were generating a strong yield for his investment.
And I'm willing to bet you could do the same for your business.
Right now, you're probably thinking... in the words of Pauline Hanson...
"Please Explain"
Listen. I've met with hundreds of businesses that advertise in the Yellow Pages. And most of the time, I ask them "What return on investment do you receive as a result of your advertisement?"
To which 9 times out of 10, the answer is as good as a blank stare!
How much money are they burning? Investing $20,000 on an ad (or $1,000 or $5,000, or $100,000 ? the same principle applies) and not even know what their returns are!
Would you hire a salesperson and not 'give a toss' about how much income he was generating.
No! No! No!
So why on earth would you do it with your advertising dollar?
Some people say it's too hard. Their staff won't find out for them. My advice. Fire those staff, because they are costing you BIG money!
Listen, all you need to do is:
1.Code all your ads with a reference code to identify the source of the inquiry
2.Train your staff to ask one simple question: "Where did you hear about us?"
3.Enter the details into your computer.
4.Analyse the statistics.
And you need to be as specific as possible. One of my clients, a spit-roast caterer in Sydney measured the results of a series of ads in the local yellow pages directory. You know what he discovered? Only one of the directories was generating a strong return on investment ? the rest were losing money!
Priceless knowledge. And in the world of advertising?
KNOWLEDGE IS POWER
So unless you want to be like John Wannamaker, the 'father of the modern department store' who once said "I know that half of my advertising is wasted, I just don't know which half it is" then grab the bull by the horns and start measuring the results of every ad you run? right now!
Yours in profits,
Scott Bywater
Copywriting That SELLS
Visit my web site for your complimentary copy of my ebook (valued at $29.95) and free subscription to my valuable ezine "Copywriting Selling Secrets" where you'll discover how to write ads and sales letters that make people line up and practically beg you to take their money.
Here's the address: http://www.copywritingthatsells.com.au
Creating a logo to get you noticed.When you're branding a... Read More
When advertising, you need to sell your opportunity, your products... Read More
Sitting in front of a blank piece of paper? Wondering... Read More
Banner advertising is an effective way of getting your advertising... Read More
Give Us The Bottom Line!If you are like most people,... Read More
If you own a small business you should consider ways... Read More
There should only be one, over-riding reason why you're doing... Read More
Philadelphia retailer and US Postmaster General, John Wanamaker, once said,... Read More
Yellow Pages advertising is one of the most popular forms... Read More
Let's face it - most brochures go straight into the... Read More
Many prospects skim through catalogs and brochures, glancing at the... Read More
In today's fast paced environment, interaction with family and friends... Read More
Advertising and promoting your business is expensive, so it's important... Read More
Mobile detailers have all types of customers, many of whom... Read More
Electronic reader boards are the most efficient way to convey... Read More
Swapping business cards is one of the most basic and... Read More
Many entrepreneurs believe that they understand what public relations is,... Read More
Classified ads do not have the big market appeal that... Read More
Well, Super Bowl XXXIX is history. Too bad for the... Read More
Many believe that when it comes to advertising, it's a... Read More
1. Make your ad's keywords and phrases standout by enlarging... Read More
In the sign industry we commonly refer to the material... Read More
Electronic display boards signify high priority messaging, allowing you to... Read More
When you read the newspaper, do you read advertisements as... Read More
Radio advertising vs. television advertisingMany new advertisers assume that they... Read More
It was two days before our shoot. I was in... Read More
Response rates to Yellow Page advertising are decliningThere's no getting... Read More
If you are creating a brochure, make sure you follow... Read More
Every year thousands of online businesses fail. None of them... Read More
The big news on Wall Street last year was the... Read More
Research would indicate that consumers don't know what they're thinking.... Read More
If you want to sell more ad spaces, you must... Read More
When used effectively, classified ads can be one of the... Read More
Here's a neat trick to get lots of radio advertisement... Read More
You certainly must know that Many Big Marketers consider COPYWRITING... Read More
Typical methods of advertising-newspapers, radio and television are effective if... Read More
Everyone knows that advertising is essential to growing a business.... Read More
The president of a manufacturing company recently asked me, "Why... Read More
One of the most powerful offers you can use in... Read More
Have you ever spent a small fortune on advertising that... Read More
The very name "advertainment" sends thrilling vibrations up the spine... Read More
I have been reading articles on increasing sales using search... Read More
Scrolling LED signs is type of LED signs that displays... Read More
I got another one of those calls the other day...Can... Read More
In 1957, a perspicacious young journalist from Pennsylvania named Vance... Read More
The task of executing successful advertising campaigns for products made... Read More
Is fear of failure an issue when you commit valuable... Read More
How much money have you spent in Advertising, Promotion &... Read More
Boring is one thing you can't afford to be when... Read More
Advertising on humans using tattoos is rapidly kind of freak... Read More
Advertising Advertising |