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Advertising today is like the weather. Everyone talks about advertising, but few entrepreneurs do enough about it to change or improve it. When you ask what the “big deal” is with advertising, that’s an excellent question, because no matter how you want to view it there is one proven fact which is true of business owners and entrepreneurs worldwide... In today’s recessionary spiral, every good entrepreneur wants to do more with less.
It is a fact that every business owner and entrepreneurs seeks ways to increase their sales and revenues through advertising. There are always challenges when it comes to advertising in order to increase customer traffic, increase website traffic, or to increase mail orders, more effectively, for less money. Regardless if a business is a simple mail order business, an online venture that sells hundreds of items across borders, or a multinational corporation which employs hundreds and hundreds of employees. The basis for this statement is the same… every entrepreneur and everyone working for their business needs to do more with less.
And yet, some entrepreneurs seem to want to present advertising as unformulated and the most difficult part of running a business. They need to know what to do...
They need to study how to get their advertised message right...
They must focus on advertising to customers or clients in this specific way...
They need to understand segmentation and market demographics...
Or they won’t be successful..!
All this is enough to make any entrepreneur throw their hands up in the air with disgust or be completely overwhelmed!
One of the highest sales books in the world, which focuses on advertising experiences and boasts one of the key authors in the business world tell entrepreneurs that they must focus not on the way the clients, who might purchase our products or services, are influenced. But how we, as entrepreneurs, must focus and compete on quality issues, on innovation and its implementation, and on customer service. Nowadays entrepreneurs are taking something that is basic and easily understood and making it difficult...
What can you as a entrepreneur do to be successful by making whatever it is that you are selling, or renting, or leasing, or giving away more attractive to those who would buy it, rent it, lease it or use it? You need to find new and additional ways to build your business at less expense. If you are reading this, then most probably you are a business owner and entrepreneur interested in finding new and exciting ways to address your business’ needs.
Let’s pause with that thought and go in an entirely different direction to help you to instinctively understand the concept better. Consider the following story...
The Sad Story of the Dead Donkey
Young John had looked everywhere for a donkey that he have the funds for, but every donkey that he could find available for sale cost at least $500, and he didn’t have that amount of money. Desperate for a donkey to do work around his farm, he bought a donkey from a farmer he didn’t know for the “special price” of $100. John knew from the beginning that this donkey would not be much of an animal for only $100. But John figured that although the donkey might be obstinate, and he might be lazy or old, he would get some level of work around the farm...
The farmer with whom he worked the special deal agreed to deliver the donkey the very next day and John was both pleased and excited... sort-off.
Unfortunately, the next day the farmer searched out John and said, “Sorry, son, but I have some very bad news. You know that donkey I sold you? Well, the donkey died.”
“He died?!” John screamed. “I can’t lose that $100… and you have an obligation to either produce the donkey or the money.
John recognized immediately that he was already into the donkey for $100 which he could not afford to lose, so he said to the farmer, “Give me my money back.”
The farmer said, “I’m really sorry, but I can't do that. I went and spent the money already.”
John had now lost both the donkey and the $100. What could he do!?!
Suddenly, he had a revelation as to how to capitalize on this catastrophe, as well as make enough money to buy a donkey that would do great work and – hopefully – live a long and prosperous life.
John said, “Ok, then, just bring me the dead donkey.”
The farmer asked, “What are you going to do with him?”
John said, “I'm going to raffle him off.”
The farmer said "You can't raffle off a dead donkey!”
John said, ‘”Sure I can, just watch me. I just won't tell anybody he's dead.”
A month later, the farmer met up with John and asked, “What happened with that dead donkey?”
John said, “I raffled him off. I sold 500 tickets at two dollars a ticket and made a profit of $998.”
The farmer said, “Didn't anyone complain?”
John said, “Just the guy who won. So I gave him his two dollars back.”
-xXx-
It is clear through humour that John was faced with a catastrophe. His money was gone... His donkey was dead... Rather than succumb to a loss of funds, and to what must have seemed to him to be blind, bad luck, he determined that he would make the situation work for his advantage.
Now we are not trying to promote bad ethics by advertising a dead donkey... But stories such as this create amazing learning opportunities for entrepreneurs as business owners or developers to learn to view challenges in different ways in order to find ways to improve our businesses.
The old school advertising theory for entrepreneurs revolves around the Four P’s:
Price,
Product,
Place &
Promotion.
We are not trying to proclaim a difficult theory but this is based on motivating you and other entrepreneurs to use their brains and innate sense of how to make their business work better and effective for their employees and themselves.
The entire concept of advertising is predicated on the fact that entrepreneurs must seek out ways to create a need in the mind of their consumers or clients for their products or services. Then they must roll-up their sleeves and actively go out and look for the necessary set of tools to meet the needs of their clients. After all, it’s their business, and if they won’t improve their service or product, who will?
There is no one who understands your business as well as you. Therefore download this free eBook for 50 effective tips and ideas how you can improve your business through effective advertising and other practical concepts you can implement today.
PS: By registering a free account with the Global Network you will have instant free access to learn firsthand how to generate daily 20-30 new leads for your business and earn up to 100% Commission. You will also have instant access to our Leader’s Library filled with more free training material in the form of eBooks and Audio Books, presentations and interviews from experts, entrepreneurs and other mentors of our generation, willing to excel you to success. If you need any more buttistance feel free to contact me directly.
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