subject: Advertising That Works, Advertising That Never Works, Why Is My Advertising Not Working, Testing And [print this page] You probably don know this, but its true: most advertisements that flash on your screen every day NEVER work. In fact, some ads might be doing the products more harm that good.
So why do advertisers keep on investing in ads that never work?
Because they think that since their competitors are advertising, it must be working for them.
Most of the guys who are hired to sell you advertising space are perhaps the best salespeople you wil ever meet. They get you to spend lots of money on advertising, and they only need to show you how many of your competitors are doing it, to crush all your objections.
Here is something for you: that kind of advertising never works for your competitor.
You think that because your competitors are there, it must be working for them? Well, it doesnt. The irony is that most of them dont even know that it is not working.
Why?
Because they fail to observe the golden rule of marketing - test and measure.
To succeed, you must be like the old school salesperson. You need to measure the effect of every penny that you spend on advertising.
Get to know:
How did the market respond?
Was there an increase in sales? have you more enquiries than you usually do? What were their objections?
Once you know this, you wont spend your money on creating entertaining ads that never sell. You will make more money by focusing on making and putting up ads that keep you phone lines jammed.
