"Why doesn't my ad work?" This is the burning question for many small businesses. The reason so many ads fail is that there was no research performed to devlop the messages. The ad doesn't connect with the target. The target doesn't buy. The ad fails.
Without direct customer research or competitive research, it's impossible to know how to sell your product or service. Sure some businesses succeed without it but as world becomes smaller through the internet, knowing how to connect with the customer is becoming vitally more important.
I am thoroughly disheartened when I here of a business spending thousands on tv, radio or print campaigns. Or hearing that the complete marketing budget was spent on one ad, one web site or one sign. For most businesses, it's much better to put effort into a variety of inexpensive outlets instead of just one single effort. And I truly believe it's better to spend this year's budget on research so the advertising planned for next year succeeds.
If you don't believe me, consider the tv ads during any major sporting event. These are heavily tested to ensure connection with the target audience. Even before they are prepared, they are planned based on the latest product research. That's why big business gets bigger. So if you want your small business to get bigger, maybe you should think like a big business now. Maybe a little market research is the step you need to take this year.
Paula Mahony
Marketing Strategist
www.wordsatwork.us
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