(And How You Can Too!)
How Some Extremely Savvy Entrepreneurs Make Wasted Ad Dollars Work For Them!
Ladies & gentlemen, did you know, or have you noticed, about half, (50%) or more, of your offline, bricks & mortar, Mom & Pop small business owners, and or service providers.
(Primarily) the ones with, 50 total employees or less.
The huge majority of them, have no website, and or (mobile responsive) WordPress blog!Say what?
Seriously, these extremely dedicated,hard working entrepreneurs, for the most part, are still relying (heavily) on outrageously expensive, old school, traditional advertising methods, and or tactics!
(If you can freaking believe it!)
In order to try and consistently generate, brand new first time customers, and or patients etc.(Along with their referral generating strategies as well.)
And the really sad part is, (if by chance) they do have any type of website, it’s the old school, static, brochure style website at best!
Meaning,their website has no active blog component, because they (either) don’t have the time, and or interest, to consistently add, relevant, helpful, “how to” problem solving content to it!
In order to inexpensively attract, their ideal customer/client base.
So their old school, static, brochure style website, is nothing more, than their feeble attempt, to pretend, they have some type of online presence!
(And of course, their site offers no free list building, lead magnet of any kind!)
When truth told, their (static) style website does virtually nothing, in terms of generating any type consistent income for their business and or service!
And their offline advertising strategies, are a huge drain on their bottom line as well!But it definitely doesn’t have to be this way!
So How Do Some Extremely Savvy Entrepreneurs Make Failed Advertising Campaigns Work For Them?
(And How In The World Can You Do It Too?)
So let’s use, (as your) prototypical marketing example, case study. Your typical, extremely hard working service provider, self employed landscaper.
In all likelihood, they, (along with) the vast majority of their local competitors, have virtually no real marketing education, to speak of! Correct?
Meaning, they virtually know little or nothing, about “how to” consistently write, laser targeted, attention generating, problem solving,main power headlines!Correct?
And they have little or no practical understanding, of how doing so, will dramatically lower their cost per lead (CPL), and simultaneously, increase their long term gross front or back end profits! (If they even have a proven back end process to their sales funnel.)
If You’re Only Going To Understand A Few Proven Marketing Fundamentals! (Make Understanding Lead Generation A Priority!)
And once they generate those first few brand new customers, it’s almost a forgone conclusion, they probably have no market tested, back end, income generating component to their business!Right? Probably not!
Which (also) probably means, they have no “battlefield tested” upsell strategies in place either!Ladies & gentlemen, just between those three proven, missing components alone!
This extremely dedicated, self employed service provider, is probably leaving, a bare bones minimum of, 25–40% of their long term gross profits on the table!(For their major competitors to eventually gobble up!)
This is so not good!Don’t you agree? You couple that, with constantly paying for, outrageously expensive, dismally performing, traditional, newspaper, pennysaver and or local radio or TV advertising etc!
And this extremely hard working service provider, will quickly find themselves, extremely cash poor! Ouch!
Don’t Rely On Outrageously Expensive Traditional Advertising Ideas!(To Make Your Advertising Campaigns Actually Work!)
So let’s have a look, at some of their (hypothetical), weekly and or monthly, traditional advertising expenses, in order to gain some better insights, into some of the creative marketing alternatives, which are certainly available to him, and or his/her major competitors!
First, he’s been spending, $600 $1,000 (or X) number of dollars a month, to be included in the major daily newspapers Service Section.
And that ad is incredibly small. About three lines (at best), plus his ill-fated, non benefit orientated headline!
He also spends an additional $450 dollars a month, to appear in two of the weekly pennysaver type publications, under the “Business Provided” section.
And initially, he couldn’t even afford to purchase a year’s worth of old school yellow page advertising, which was only going to be a small two line (alphabetical) listing, with his cell phone number!
When It Comes To Effective Print Advertising Be It On Or Offline!(You Must Focus And Quickly Convey The Main Benefits And Or Advantages Your Products Or Services Provide!)
Not even a tiny display ad to go along with it!So he/she definitely won’t be relying on any type of, (fairly expensive) old school yellow page advertising. Not in their first year or two in business anyway.
So just depending on how much he/she grosses per job, it may take him, his first 3 to 5 jobs every month, just to pay for his traditional advertising budget.
On the other hand, were they to develop some reliable, non competitive cross promotional partners,and or joint venture (JV) partners.
The two of them, could place some of their best market tested offers, on the back of each others fliers, and or direct response type of business and or index cards!
And this would lead to at least 3 – 7 first time, new customers every month, especially throughout the summer.
Your Advertising Ideas Definitely Need To Include Some Effective Lead Generation Strategies!
For now, it probably doesn’t make a whole lot of sense, (just yet), to drive any type of (semi) targeted traffic, to his brochure style, static website.
Because, he/she doesn’t currently have any type of active, free lead generating giveaway in place yet.
On the other hand, once he starts using a reliable, paid email service provider. And he’s had a chance to gauge, (test) offers to his target audience.
And once he/she discovers what it is, he could then offer his target audience,(whatever) the proven lead magnet is, via a free drawing offer.
Just Remember To Remain Or Become Extremely Pro-active!
(And or) some type of extremely time sensitive discount coupon, on his newly updated, WordPress website.(Whether it has a blog component or not.)
Here’s the other missed, potential marketing opportunity.As you recall, he’s currently running paid ads, in both the local newspaper and the pennysaver publications.
But sadly, he’s not quite marketing astute enough, to run some type of A/B split tests on his various main power headlines, in order to discover, which offer/benefit(s), improves his ads overall response rates.
As Soon As You Can Convert Traditional Advertising Dollars Into Effective Lead Generation Strategies!
Because once he discovers which one produces the most bang for his buck, obviously he (immediately) eliminates the non productive ads!
And convert the losers into winners, plus going forward, he’ll have a much better idea, (benefit wise), which specific benefits, to put on his fliers, stationary, and or his, direct response type of business cards etc!
Plus, he’ll have a much better idea, what type of (tagline), benefit orientated headline, to place on the homepage of his WordPress website!
Now ladies & gentlemen, he (or you), is converting his extremely wasteful, traditional ad campaign dollars, into some valuable, long term, money making assets, which work for not against him!
So Are You Finally Ready To Join The Ranks Of Successful Entrepreneurs!
And that (my friend), is a small sample, of how some extremely savvy entrepreneurs, (such as yourself), make their wasted ad dollars, work for not against them!
And it’s also how you can too!Any questions?Now as is customary during this part of our show.
Please share your extremely valuable comments (in the comments section below)
that you can apply to your business, product or service in the next 30 days or less!
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Extremely important note:And if by chance, you happen to know any of the lesser known podcasters,who also target,small business owners,service providers or aspiring startups entrepreneurs etc.
And they’re pro-actively looking for potential guest speakers.Please don’t hesitate to-either- pass their name and contact information directly
to me or vice versa!Thanks!
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