Best Practices in Advertising


It is easy for a business owner to waste a lot of money on ineffective marketing strategies, money that could have been used to expand operations, for example, or saved for rainy days. Stress and decreased productivity could accompany a drop in profits.

Without a well-thought-out strategy, your best bet is to keep tossing marketing ideas on the metaphorical wall in the hopes that one will stay. No savvy businessperson ever launches a promotion without first developing a strategy.

To determine which ones work best, it’s essential to run mini-experiments with various marketing strategies. Here are some ways to determine what works and what doesn’t to minimize your losses.

Determine Your Target Audience and Market

Which customers are the most likely to buy from you? How old is your typical customer, from your history or ideal clientele? You need to zero down on what works and target that niche market precisely.

When businesses or marketers employ the “shotgun” approach, they spend time and resources reaching out to people who aren’t interested in their products or services.

Reliable Advertising Pamphlets

You’ll appear unprofessional and cheap if you don’t have the tools to develop tangible marketing materials like business cards, flyers, tri-fold marketing pieces, and the like to hand out to potential consumers.

You may make your one-person operation look as sophisticated as a multinational corporation by having professional marketing materials designed and produced at Kinko’s or other companies (shop around for the cheapest).

Keep in mind that the first impression you make will last the longest. A plain, cheap-looking flier that a potential consumer knows you prepared on a computer using the most rudimentary software applications gives them an instant, gut-level belief that you are “small potatoes.”

In today’s competitive internet market, it’s clear that a well-designed website is essential for success.

The most elaborate and eye-catching advertising in the world won’t do you any good if your message is lost in translation. Within minutes of reading it, your potential customer should fully grasp what you’re selling.

Someone who didn’t quite ‘get it’ actually left off the phone number and website from certain promotional materials; this has happened to me on more than one occasion. If a potential client cannot figure out how to use your resources, they will not try to contact you.

One’s Marketing Strategy

Put together a marketing strategy with a timeline and objectives, such as the number of sales or consumers you hope to gain. Get your work done. Developing a successful marketing strategy may necessitate consulting other resources like the Internet or printed media.

Consult those you know who have already achieved success for advice on launching a successful advertising campaign. While your rivals probably won’t be enthusiastic about helping you steal their customers, there are likely to be plenty of helpful mentors outside of your industry who can point you in the right direction.

You can quickly locate someone to give you advice and suggestions because there are so many “gurus” online that host teleseminars and webinars on the topic.

Don’t just establish a marketing plan and then abandon it. The crucial step that most people overlook is following through. You need more than one marketing effort to succeed. Don’t give up if your initial attempts at attracting customers or clients fail miserably; discovering the right balance may take a while.

Charm Your Potential Customers

It’s an unusual concept, but you should ‘court’ people who could become clients, customers, or partners in your business. The goal is to convince your ideal customer base that they are the right customers for you.

If you’re seeking individuals to join you in a home-based business, for example, you’re not necessarily looking for people of a certain age; you’re looking for people who want and need to generate more money. That’s a sizable group, particularly in the current economic climate.

However, your rivals are constantly bombarding this demographic; therefore, marketing “yourself” to them is necessary.

It would be best if you saw you as someone they can put their faith in and enjoy working to create something great.

They will turn and run if they are pushed, rushed, or made to feel pressured.

They won’t get back to you, so you might as well erase their number from your phone.

Give them some time (we’re not talking months or years here) to review everything and get back to you when they’re ready to start. If they appear close to making a choice but are still on the fence, a gentle prod in the right direction probably wouldn’t harm.

Your Intended Audience

Maybe you’ve been after phantom customers or folks who only exist in your imagination. A wise person once advised me to “fish for minnows” before targeting “whales.” Therefore, a powerful businessperson, such as the owner of a large corporation or someone in a similarly influential position inside the company, maybe the ideal target for your product or service.

Getting them on board as a customer would be like striking gold in one fell swoop.

Many people have devoted their lives to pursuing a significant goal, only to be devastated by the deal’s eventual failure. It would be best to focus on the small fry instead, building a solid customer base so that the immense whale will return and do business with you when it is correct.

If you please just one crucial client, they will tell all their influential friends about you.

Market Knowledge

Don’t be so wrapped up in your thoughts that you fail to notice a prime and potential client standing right before you. Learn to understand people.

Learn as much as you can about your ideal customer so you can see an opportunity when you see it. Prepare a quick reply and start a conversation with them.

Don’t try to sell them anything once you’ve greeted them. Trying out your sales pitch on a new acquaintance in front of a crowd is also not a good idea.

You might get a name for yourself as the type of person who will pitch anyone at any time, even though the circumstances couldn’t be more inappropriate. Trying to make a sale at your cousin Sue’s wedding is not a good idea.

Trading Indicators

For Pete’s sake, if someone asks you about your work or what you sell, fill them in.

Don’t look unprepared or fumble for words by not being ready with polished responses to their questions. Get your point over quickly and easily in under thirty seconds.

Listen carefully to their inquiries and be ready to provide the information they need. If they’re serious about meeting up, you’ll already know it, and you can ‘let them off the hook’ by suggesting a lunch date at their earliest convenience.

If you implement these marketing strategies, your prospects will enjoy your response and are more likely to become paying customers.

Author Notes

Best-selling author, keynote speaker, and business strategist Richard M. Krawczyk specializes in helping people reach their full potential. Visit if you want to learn more about marketing strategies. This article may be republished with attribution to the author and correct contact details provided.

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