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How to Excel at Mobile Marketing

During my time as a marketing consultant in Surrey, I have come to the realisation that all too often people are focussing their online presence to meet the needs of customers solely using desktops and laptops; there’s a distinct lack of attention paid to mobile devices.

I am here to help you and your business to excel at mobile marketing, understanding the need to be accessible on more than just the traditional world wide web.



According to recent studies SmartPhones have overtaken laptops as UK internet users’ number one device. UK internet users, on average, spend two hours online on their smartphones every day; twice as long as laptops and PCs.

Furthermore, superfast 4G has changed the way we shop, bank, watch television and interact.

Ofcom’s Communications Market report stated that a third (33%) of internet users consider their smartphone as their most important device, compared to 30% who still see their desktop as their device of choice to go online.

By 2020 it is expected that there will be 20 billion devices connected to the web and that 80% of people will own a smartphone. It’s therefore vital as a business owner to get your business mobilised.

If your business is not mobilised, you are missing out on huge market potential.

Make Your Site Mobile Friendly

To attract mobile users, it’s best to create simple apps and calls to actions that are straight forward to navigate through.  The most purposeful apps like Facebook and Instagram are task driven and easy to use.

Simple apps are quicker to build, easier to navigate through and most importantly are easier for the user to load.  Your content shouldn’t take more than 3 seconds to download, if it does than you increase the chance of losing your potential customer. The mobile user is an impatient breed.

Infographics vector illustration of smartphone utilities, people character, multi-ethnic, simple and flat design style.
QR Codes

Include QR Codes or Quick Response Codes on your business cards and ads, flyers and your email signature.

A QR Code is a matrix barcode (or two-dimensional code) that is readable by QR scanners which can be downloaded free of charge to any smartphone gadget.

Once a QR Code is scanned, the code allows you to send your customer to a specific page on your website or to a specific special offer.

Text/SMS Messaging

After you have the consent to contact your customers, you should create the right message to get them to click on your link/ad or opt in to a precise promotion using text messaging.

Mobile Search Advertising Programs 

This is similar to traditional Pay-Per-Click advertising but just for your mobile phone.

Google allows you to bid on what you are willing to pay, either pay per click or pay per call from a potential customer. There’s lots of choices for mobile search campaigns, from locally targeted ads to call ads.


mobile-searchMobile Apps

There’s a growing amount of smartphone users who prefer using apps rather than using mobile sites. You can create an app that has exclusive content, that creates newsletters, sells services and drives traffic to your business.

Mobile Directories

You can get on a mobile app by joining a couple of mobile directories; make sure all of your directory listings have a description of your business.

Furthermore, it should have the hours of operations, contact details – such as address and post code – and, of course, a link to your site.

ISTANBUL - SEPTEMBER 18, 2015: Apple Iphone 6 screen with social media applications of Whatsapp, Facebook, Twitter, Linkedin and Periscope while a male finger is about to touch on Facebook app.Social Media

Nearly everyone has a Facebook, Instagram, or Twitter account, and they’re free to use! Just make sure you keep all your social media channels up to date.

It’s a great way of reaching people on the go – particularly as Social Media is so mobile friendly.


There are many ways in which you can excel at marketing your business through a mobile phone.

It’s important to offer your customers and potential clients an accessible way to find and interact with your company; with laptops and desktops being exponentially left in the wake of mobile phone technology, it pays to understand how you can target your demographic.

If you need further information on how you can excel at mobile marketing, or marketing your business as a whole, all you have to do is get in touch! Let’s work together and grow your business.

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Does Your Business Use Facebook Ads?

Facebook could be described as the world’s second-largest billboard (with Google at number one). But advertising on Facebook is a whole other beast to appearing on search engines using Google Ads or even Bing Ads.

Creating ads on Facebook is a relatively easy process – it’s designed to be as simple as possible, because not everyone has a degree in computer science! What’s more, compared to advertising on Google, Facebook is an affordable way to promote your company online.

If you aren’t currently using Facebook ads, you’re missing out on an amazing opportunity.

Facebook ads can achieve a variety of different objectives from promoting specific products and offers, to building brand awareness and engaging and increasing your social media audience.

Social media is what I like to call a ‘fleeting medium’, in the sense that a Facebook post you write today could very well be forgotten tomorrow, replaced by another great post by your business. Rather than seeing this as a negative, advertising on Facebook positively plays on social media’s fast-paced and modular nature.

A/B Testing

If you’ve done email marketing before, you’ll be aware of A/B testing, and how it can help produce superior results. Facebook offers precisely the same ability, in which you can test two forms of the same advert, and see which performs better before launching the successful advert to a wider audience.

Reach a Mobile Audience

Much of today’s browsing occurs on mobile phones – a fact Facebook fully understands, given that they have well over 1 billion mobile users logging in each month. That’s a vast audience you can reach with your adverts.

Take Control

Want to change your advert’s design? Facebook is ideal if you’re concerned about spamming people with the same images and videos over a period of time, allowing a greater level of creative control when it comes to switching out one advert style or message for another.

Facebook, however, has one single killer app that blows search engine advertisement out of the water…

Audience Targeting

While Google, Bing and Yahoo! have a lot of coverage, with around 12 billion searches each month on Google alone, they lack the laser-focus offered by Facebook.

Facebook ads and boosted, or promoted, posts can be targeted to precisely hit the right market for your business. You can choose age, location, gender, and even associated interests, and even what’s known as lookalike profiles; those profiles who are similar to your existing customers in a single country.

The social network even allows you to exclude your existing customers in order to attract strictly new clientele. That means rather than taking a scatter-gun approach to online advertising, you can pinpoint the exact market you want to reach.

There are some huge benefits to using Facebook advertising to complement your wider marketing strategy, and given that much of today’s marketing occurs online – and in the hands of mobile phone users specifically – Facebook offers companies the opportunity to promote themselves, their services and their products to even larger audience than has ever been possible before.

If you’d like assistance in successfully marketing your business both off and online, simply contact me on 01483 200 387 to find out how I can help.

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Comparing Traditional and Digital Marketing

The purpose of the article is to look at and comparing traditional and digital marketing and assess which is most appropriate for small businesses in 2016.

If you look through the local paper there will be loads of advertisements for local businesses but the question I always wonder about is how successful are they?

I say this as most of them are what you would call “brand adverts”.

That is they are advertising their name and probably what they do but little else. There’s no special offer, no benefits and no call to action.

What they’re trying to do is to get their name out there – to build brand awareness.

So what’s wrong with that – isn’t that what all the big companies do?

Well yes it is, but big companies have the benefit of people already knowing what they do and what they stand for.

Small businesses, like yours and mine, should be doing direct response marketing. Marketing that makes targeted special offers within a limited time frame and demands action.

To illustrate what I’m talking about I’m going to take a completely hypothetical example which I’ve just made up involving two local bakeries, who will fight it out on your local high street in the run up to Easter in a couple of months time.

“Cracking Cakes” goes the standard route of building brand awareness while “Simply Brilliant Bread” decides to go down the direct response route.

So this is what happens……………

“Cracking Cakes” decides to run a series of ads on the local radio and to take a series of quarter page ads in the local paper.

The ads look nice and pretty and talk about the wonderful smell of fresh baked bread and cakes, how good it is to know where your food comes from and how you should feel warm and fuzzy for supporting your local retailer.

However the ads say nothing about particular products and give no specific reason why anyone should buy from them in the run up to Easter.

Now the people in “Simply Brilliant Bread” take a very different approach.

They create a special seasonal product – a hamper filled with lots of festive products and then they create a digital campaign to support it.

They start by creating a web page featuring the hamper. Also on the page is a free download featuring several festive baking recipes.

To drive people to the sign up page, they create some banner ads and then some re-marketing ads which they target to local people.

They also do some Facebook advertising, tightly targeted at their key demographic of 30 – 60 year old mums.

They support this activity by emailing their database, telling them all about the special offer, with its cut off date shortly before Easter and then another series of emails, this time pushing the free baking recipes.

So there you have it – two very different campaigns.

So who makes the most money?

 “Cracking Cakes” will probably have generated a little extra business – a few people might have been motivated to go there just by being reminded of their existence but they haven’t given them any reason to take action and a lot of their spend will have been wasted on people not in their target audience .

“Simply Brilliant Bread” have been pretty clever.

They’ve targeted their audience precisely in a way which will avoid wastage, they’ve made them a seasonally relevant special offer with a built in cut off date and their messages have been delivered by extremely cost effective mechanisms.

So I hope you can see why this kind of business should avoid brand advertising and focus on direct response. Now this doesn’t in any way mean that I think all traditional forms of marketing no longer work. Direct mail, for example, probably works better now than ever.

Traditional advertising always had its drawbacks and nowadays there are so many better options than advertising.

If you want to see what direct response marketing can do for your own business get in touch by emailing me on mikejennings@marketingsurrey.co.uk , calling me on 01483 200387.

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Why Small Businesses Should Only Do Direct Response Advertising

Why do I think that small businesses should only do direct response advertising?

I’m going to answer that question by looking at John Lewis’s much lauded Christmas TV ad.

Now I expect virtually everyone has seen it by now.

If by some chance you live on Mars here’s the link so you can check it out https://bit.ly/1Q89kxo

Whether you like it or not the general consensus from social media and the press is that it’s some kind of masterpiece.

My contention is that it sums up everything we as small business people shouldn’t be doing.

Controversial I know but bear with me.

With your small business hat on you might ask what will it do for sales?

It doesn’t show any products or prices, it doesn’t say anything directly about the brand and you have to wait until the very end to discover that it’s John Lewis at all.

So what the hell’s going on?

Brand advertising

Large companies indulge in “brand advertising”.

This is advertising that builds awareness of the brand and conveys the brand’s values.

John Lewis will be spending millions on this – both on the production and the TV airtime. They are looking to convey that John Lewis is a touchy feely, caring organisation that customers can feel warm and fuzzy about shopping at.

The marketing department will be able to point proudly to statistics about brand awareness but when asked about what it did for sales will not be able to answer.

Now I’m sure it will help to drive sales but it will be impossible to ever ascribe how much business it generated directly or what the ROI was. It will be part of an overall marketing spend which will be indirectly responsible for an amount of sales.

Now my point is this is exactly what we in small businesses shouldn’t be doing.

When we spend £1 on marketing we need to be able to track that it generated at least £1 of profit and preferably £2 or £5.

Direct response advertising

If you decide to do traditional advertising you should to be doing direct response advertising.

What do I mean by direct response advertising?

As the name suggests direct response advertising generates an immediate response.

You advertise something specific – a product or service and people take action straight away to buy it. In that way you can assess precisely whether that advertising was profitable or not – an investment as opposed to a spend.

A direct response ad is made up of the following elements:


Every ad must have a headline.

The role of the headline is to grab the eyeballs of the reader and make them engage with the ad.

The headline’s job isn’t to sell your product but to compel readers to read the next line.

The subject of the headline should focus on a problem the reader want’s to solve:

“Does your property suffer from damp?”

“Do you want to learn the piano?”

“Lose 10lbs in 2 weeks”

Body copy

The body copy is where you make the sale.

You need to identify the problem that readers want to solve, emphasise the pain they’re suffering from and then go on to show how you supply the solution they’re looking for.

This is where an experienced copywriter will make the difference by being able to craft words to make people want your solution and then crucially take action.

Include an offer

The great enemy of advertising is inaction. People see the ad and decide that they want whatever it is you sell but if there’s no particular reason to respond immediately, they’re apt to put it off till later and then forget about it.

So to avoid this you should include a special offer of some kind and make it time dependent. If the offer is only valid for say 2 weeks after the publication date then readers are compelled to take action very quickly or risk missing out.

Call to action

Whatever action you want people to take, whether that’s to order online, call you, come into your shop etc, you must tell people exactly what to do. You must also ensure that it’s easy. If the ordering process is difficult, people will not bother. 40% of online transactions are abandoned half way through because the process is too complicated.

Multiple contact methods

You don’t know how your prospects want to transact with you. Some will want to do it online, some by email, some by phone while others will want to do it face to face.

The more options you give, the greater chance you have of the transaction be completed.

Compare this approach to your current advertising. If it’s very different, try this approach and see how you get on.

If you need help crafting your advertising get in touch. Email me on mikejennings@bda.me.uk or call me on 01483 200387.

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You Can Do It Fast Or You Can Do It Slow

So you want more customers.

In that case you’ll need more leads and more prospects.

OK so how are you going to get them?

Well there’s two ways – a quick way and a slow way.

Or I could phrase that another way – there’s the way that involves spending some money and there’s the way without spending money.

So it really depends on how quickly you want to do it.

The slow way

If you’re not in a hurry you can rely on your website appearing high on the organic listings on Google, so that when your prospects are searching for a solution to their problem, up you pop.

So we’re talking about SEO or search engine optimisation.

The problem with SEO is that not only does it take a considerable length of time to achieve those rankings, but Google also regularly changes its search algorithms which means that one day you can be ranking well and the next you’ve disappeared into the back of cyber space. I know I’m talking from painful personal experience.

But now the question is how do you get onto the first page of Google and it does have to be the first page because anything else will not deliver you any meaningful volume.  Not only do you want to be on the first page, but the top half of the first page.

The answer is simply to have the best website in your area of business.

That’s it – just have lots of high quality content, delivering masses of value to your visitors. On top of that you also want lots of high quality people linking to the site.

These characteristics will tell Google that yours is an authoritative site which is worthy of a high ranking because you offer the best solution to their searchers queries.

But that’s a long term strategy.

You probably want traffic and customers right now.

So what’s the other option?

The fast way

The fast way to generate traffic is to buy it.

That’s right you have a marketing budget and you go out and advertise in a range of ways.

The thing now is to ensure you spend your money wisely.

Designing the ad is just one part of the process. There are plenty of other aspects you must pay attention to if you’re going to get a return on your investment.

Remember the way your sales funnel works online is to drive people to a landing page where they give you their contact details in return for a report or white paper.

Below is a list of things you’re going to have to think about.

  1. What are you going to promote? You must have some offer or report of sufficient value to motivate people to give you their contact details. That’s the first thing you have to think about.
  2. Your landing page is the next thing on your list. Sending people to some generic, badly designed page will just lead you to wasting your money. Take great care writing and designing a killer landing page and you’ll get boat loads of sign ups.
  3. Once you’ve got the sign ups, what are you going to do now. You need a system in place which builds trust and credibility, making you the number one choice when they’re ready to buy.
  4. Where are you going to run your ads. With the proliferation of pay per click media, there are all sorts of options these days. Not all of them are necessarily on line. Don’t forget our old friend off line.
  5. Once all this is in place, you need to write and design your ads and get the campaign live.

Blimey there’s lots to do, so you’d better get busy.

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Is This The Holy Grail?

Getting high visibility on line is often regarded as the holy grail of marketing these days.

That first page of Google is where everybody wants to be and if you can do it through the natural search results even better.

But it’s hard.

Every man and his wife are trying to do the same thing. Google regularly changing their algorithms only makes things more difficult.

The other thing is that SEO is a slow process.

So  if you want high quality traffic online and you want it quickly advertising is the way to go.

So I’m going to have a look at some of the basics so you can get started.

Now before you start driving traffic to your website you need to make sure it’s set up to receive traffic.

What do I mean by that?

The Importance of lead magnets

 You need to have a lead magnet prominently positioned on the page. A lead magnet is something that visitors receive in return for giving you their contact details. Typically this might be a free report, a video or even a podcast.

The way the lead magnet is marketed in vital to getting visitors to subscribe. The title of the piece  and the headline are crucial.

So why is getting the contact details so crucial?

The odds of someone engaging with you immediately, the first time they come to your website, are slim. Thus, the initial objective is to get prospects to engage with you. After that you can send them marketing messages that do all the conversion work for you .

Setting up your advertising

So to get them to your website in the first place, you’ve got to have your online advertising in place.

First, you’ll need to determine which keywords or phrases you want to use.

The temptation is to use the primary keywords, the words that are most obviously related to your business. I can tell you that smart marketers use what’s called the long tail keywords. These are less obvious  phrases but in which the searchers intention is very specific.

For example in my business marketing is the obvious keyword.

The problem is that not only is that very expensive but the intent is very general. People might be looking for any aspect of marketing so when they click on my ad (which obviously costs me money) they may or may not be looking for what I sell. Whereas if I go for a long tail keyword such as “ marketing advice for small business” or even “marketing advice for small businesses in Surrey,”  anyone clicking on that will  have pre-qualified themselves and will very likely be in the market for what I sell.

How to decide on keywords

So how do we determine which keywords or phrases to go after? There are a lot of tools that can help such as Google’s keyword tool. Just google “keyword help” and have a look around.

This is likely to give you lots of options. So how do you decide?  The best advice is to trust your instincts and use common sense. You know your target audience. Put yourself in their shoes and work out what you would put into Google if you were looking for your business.

Don’t worry too much if you don’t select all the best ones initially – you can always add in other keywords later.

Where to advertise

The next step is to determine where you’re going to advertise. Again, this can be a bit daunting, since every search engine and almost every social media platform now offers a paid search option.

Google Adwords is the obvious first choice but it’s no longer the only choice.

Advertising on Bing is very similar to Google except of course there is very much less traffic. However the upside of this is that it is very much cheaper and the rules are much less strict on what you can and can’t do.

One can’t ignore Facebook. Now you may say that your target audience aren’t on Facebook but the fact is that more than 1 billion people are, so it’s definitely not just for teenagers anymore and remember if no one clicks on your ad it doesn’t cost you anything.

What’s particularly great about Facebook is that it allows you to micro-target specific segments of your niche. Say you want to target finance directors of companies in Surrey with a specific turnover, you can.

You can set up a campaign so only that very specific group sees your ad.

If you’re targeting professionals or you’re in the B2B space, LinkedIn may make a lot of sense. Again, you can target your audience very precisely.

The reality is that while Adwords ads are served to people actively looking for what you sell, Facebook and LinkedIn ads are shown to people who are doing other things, This means the click through rate will be very low but the quality of the clicks will be very high.

Finally, you need to create an ad. This is where creativity, coupled with pragmatic business judgement will get you great results. The best ads focus on either a desired outcome, or elimination of pain, coupled with a call-out to a very specific niche audience.

The key to success in this environment is testing. Put up a few ads and see what happens. Always have at least two ads so that you measure response and amend the worse performing ad. By doing this regularly you will be continuously refining your ads.

So what are you waiting for?  Set yourself an initial (small) budget and get going.

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The Magic Ingredients

Within my business I very rarely advise clients to do traditional paid for print advertising.


Primarily because it’s so often really wasteful. Every business will have a fairly clearly defined target audience and the reality is that the readership of whichever publication you choose is likely to comprise large numbers of people outside of your target group.

This means that a large amount of your budget is likely to be wasted.

A second reason is that whatever readership figures you’re quoted, how many of those readers will actually see your ad. Obviously the position in the publication will have a large impact on this but again you’re looking at more wastage of your budget.

However there are occasions, normally with B-C businesses where because it’s really difficult to contact your audience any other way there are few alternatives to advertising.

So given all the limitations above, it is vital that your ad works really, really hard and converts the maximum number of readers, because as a small business owner with limited budgets, you’re not looking for brand awareness or any of the other metrics that big businesses may use.

No – what you want is sales and not after a series of 10 or 20 ads. You want a response from the very first ad. If you’ve spent say £250 on an ad, you want £250 back in profit at the very minimum and preferably £500 or more.
So you need to make sure that your ads are massively effective.

So what are the magic ingredients of an ad?

While I say an ad, the rules apply to any direct sales piece such as a letter or email.

Actually there are 5 ingredients that you simply have to include and then there are several more which are slightly more optional.

1. A compelling headline – this is what catches the reader’s eye and determines whether he is going to read any further. But remember a headline’s job isn’t to sell the product but to persuade the reader to read the next line.
2. The reason for the ad – this is the part which creates both the interest and the desire in the reader which you need if you’re going to make a sale.
3. The offer – the offer is what the reader gets when he responds to the ad. Now if you can turn your offer into a special offer so that respondents get something free or a discount or a larger size then you’re much more likely to get some serious response. If your ad simply says here’s a widget at the normal price, well I can get that any time. But if you say here’s a widget but right now there’s an extra special offer on it, then there’s a real reason to respond.
4. A reason to respond now – we may all see a great offer and plan to take it up. But if you can do it any time, then there’s no urgency and in all likelihood you will simply forget about it. However if I’ve only got a few days to get the special deal, I know I have to take action pronto.
Another way to create that urgency is via scarcity.
If I know this great deal is only available to the first 50 purchasers I’m going to make damn sure I’m one of those 50
5. A way to respond – whether you’re dealing B-B or B-C you must tell me how to respond to get my hands on your special deal.

So whether you want me to go to your website, pick up the phone, come to your shop or email you, you must tell me and give me all the relevant information to do so.

Working on the basis that different people like to respond in different ways, the more ways you give to respond, the more response you’ll get.

Those basically are the ingredients, the elements, you must include in your ads. If you have space the following are also important:
• Compelling body copy
• Relevant sub headings
• Pictures
• A guarantee
• Testimonials

So there you have it – the key ingredients for your direct response ads that will hook your readers in and make them get up off their backsides and actually spend some money with you.

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21 Questions To Help Your Marketing

There are lots of relatively simple things you can do to help your marketing activities.

Below are 21 questions, the answers to which will help your marketing efforts – and will identify areas where you can take action that will produce rapid results.

You should be aware that every question you answer ‘no’ to probably represents an opportunity for you.

Hopefully the process will enthuse you and motivate you to make marketing a top priority.

21 Questions About Your Marketing

1. Can you identify something significant that differentiates your business from the competition?

2. Do you communicate the benefits of your product or service in all of your promotional literature, websites, letters etc or do you list the features?

3. Have you tested Telemarketing to attract new customers?

4. Have you tested Direct Mail to attract new customers?

5. Have you tested email marketing to attract new customers?

6. Have you tested pay per click advertising to attract new customers?

7. Are your ads powerful direct response ads that compel the reader to contact you?

8. Do you send regular email communications to your customers and prospective customers?

9. Do you have an effective lead generation process in place?

10. Do you have on going communication with qualified leads consisting of phone calls, letters and emails?

11. Do you obtain and use testimonials from your best customers?

12. Do you have a referral marketing system in place?

13. Do you offer something of value to your website visitors in exchange for their contact details?

14. Do you personalise your email newsletters?

15. Do you know important marketing information about your clients  –  such as their birthdays!

16. Are you aware that the best way to sell is to ask questions?

17. Do you really look after your current customers?

18. Do you know why it’s important to include a ‘PS’ at the end of your sales letters?

19. Do you communicate regularly with your current customers to ensure that they are aware of everything you sell?

20. Do you use more than 1 or 2 ways of marketing to promote your business? Do you know why you should be using between 6 and 10?

21. Did you know that if you follow up a mailshot with a phone call you can increase response rates by 100 – 300%?

So how did you do?

What I suggest is that you list those questions you answered No to and then identify 1 or 2 that you’re going to take action on now.

When you’ve addressed these first ones, select another couple and get to work on those.

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7 Secrets of Successful Small Business Advertising

When many people think of marketing, they automatically think of advertising. Personally I virtually never suggest my clients use traditional newspaper and magazine advertising.


Because most small business advertising doesn’t work. There are many more effective and less expensive ways to market your business.

However if you are already advertising or plan to in the near future, here is some basic advice to help you get the best from it.

1. If Your Advertising Isn’t Being Effective – Stop It Immediately
That may sound ridiculously obvious but you would be amazed at how much small business advertising is done just because that’s what their business has always done and they don’t really know whether the ads are working.

2. Test And Measure The Effectiveness Of Your Advertising

Unless you test and measure your advertising you won’t know whether it is working or not. When I say working, what I mean is: is each ad generating more profit than it costs? So if each ad is costing £300, is each one generating more than this in profit?  When you are doing this calculation, you shouldn’t forget about the amount of time involved in organising the ad. What this means is for the ad to be genuinely profitable it will need to generate significantly more than the cost.

3. Only Run Ads Which Produce A Response

Large corporations run brand advertising which is designed to build and sustain awareness of their brand. For small business advertising, brand advertising is almost certainly a huge waste of money.
The purpose of your ads must be to produce a response –  a phone call, a visit to a web site or even a purchase. Only in this way can you be confident that your advertising is actually generating business.

4. The Importance Of The Headline

The headline is the most important part of the advertisement. It needs to grab peoples’ attention immediately. The headline must interest readers enough that they want to find out what the ad’s about and read on into the body copy.
Small changes in a headline can produce huge changes in response. Experiment with headlines, continually refine them until you get to the ultimate in attention grabbing.

5. Address Your Reader Personally

The copy of your ad needs to be a personal communication to the individual reading it. It needs to be about them. It needs to address their needs, desires and fears and it needs to constantly communicate the benefits of what you are offering.

6. Tell Your Readers What To Do Next

Along with the headline the call to action is the most important part of the advertisement. You’re looking for a direct response from your readers so tell them what they should do next. Do you want them to call you, to visit your web site for more information or even to make a purchase? Whatever response you want, tell them exactly what to do, give them all the information they need to do it and make it easy. If it’s too complicated you’ll lose them.

7. Negotiate The Best Deal

When it comes to actually booking your advertising there are a couple of points to remember.

Only advertise on right hand pages. Our eyes naturally fall on the right hand page as we flick through a publication. Statistically more people see ads on right hand pages.

Never pay the full rate for advertising. If you negotiate you may well reduce your costs by 20% – 30%. This can make a big difference to your budget and can sometimes turn an unprofitable ad campaign into a successful one.

Once again, my experience is that many businesses are wasting money on ineffective advertising when they could be getting a much better return from other forms of marketing (Email marketing, tele marketing, direct marketing, internet marketing, referrals, strategic alliances etc) But if you do it well and test and experiment, advertising can become a highly profitable element of your marketing mix.