Many business owners want to advertise their business, mainly because they recognize how essential it is to bringing in the customers. The problem is advertising costs can be high, and that's enough to put many of them off. Even worse, many advertisements actually do not bring any customers, which means many business owners look at advertising as a complete waste of money, something which does not bring any return on investment.
But there are ways to cut advertising costs, and the first thing to do is recognize the reasons for the high costs of advertising.
1. The people who sell it, the ad representatives from the newspapers and magazines, do not care about your results. They only care about their commission. This means they try to sell you a larger ad than you need, and often one in color, all of which means you're spending more than you need to.
2. Your ads are not getting a return on investment, and that means the ads are costing you money, but not bringing any money back. This is because the ads are usually written and designed by the newspaper rep and graphic designer, and they do not know a thing about effective marketing. They'll make an ad look pretty and colorful, but completely ineffective.
If you learn just one thing from this article, these two points should be it.
In short, the newspaper does not care about your business, only about making money.
Cut Your Advertising Costs and Make More Money
So how can you cut the costs of your advertising?
The first thing you should do is simply refuse to pay the full price. Newspapers are desperate for advertising, and when you refuse they're often come back with a much better offer, sometimes giving you a 50% discount or even more.
The second thing you need to do is learn about direct response marketing. There are loads of resources on this subject, and just learning a little can make a huge difference to the effectiveness of your ads – and your profits.
Finally, remember to test absolutely everything you do, because if you do not know what's working, you do not know either to carry on doing it or stop. But once you DO know what's working, you can do more of it, and that means more customers, more revenue, and more profits.
All this takes a bit of work, but the rewards are huge compared with the amount of effort you need to put in. Try it, and I'll guarantee you'll be more than pleasantly surprised by the returns you get.