Wednesday, 1st February 2006

Tip #6 Six Laws of Small Business Advertising Success

Business advertising is a science and an art. Companies often miss the fundamentals of advertising. Regardless of the size of your business an understanding of the laws of advertising can reap huge rewards.

5% of an entrepreneur's gross sales should be budgeted for advertising. A 5% business advertising budget can only help if you understand the laws of advertising.

Use One Message

A high response rate ad usually conveys a single message. JadeXS's message of the "Australia's Best Broker Software" is simple and compelling. Your business advertising needs to quickly communicate its core message in 3 seconds or less. If you are fearful and overwhelmed by technology, which computer book do you buy? "DOS for Dummies" began a best-selling phenomena because its message was easily understood and to the point.

Add Credibility

It has become human nature to distrust advertising. Claims need to be real and credible. Roy H. Williams, best-selling author of the "Wizard of Ads" says, "Any claim made in your advertising which your customer does not perceive as the truth is a horrible waste of ad dollars."

Test Everything

Large businesses have a greater margin to waste capital and resources without testing advertising. Small businesses do not have the luxury. Use coupons, codes, and specials to measure the headline, timing, and placement of your ad. Test only one item at a time and one medium. Testing can be as simple as asking every customer for several weeks how they heard of your business.

Be Easy to Contact

Every single brochure, box, email and all company literature should have full contact information including: website and email address, phone and fax numbers, and company address. It seems simple but is forgotten by most companies. At JadeXS, every box MortgageXS goes into has full contact information and "Australia's Best Broker Software" tagline. Be everywhere.

Match Ads to Target

Successful business advertising speaks to one target market only. At JadeXS, the ads were tailored to each market. Focus the message to the target group.

Create Curiosity

Successful business advertising does not sell a product or service. Create ads that generate interest and make the customer want more information.

Contributed by: James Smith (Managing Director JadeXS)

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As seen in the 2006 MIAA Mortgage Brief.