Where Should I Advertise My Business?

We talk a lot about online advertising here, but conventional, print advertising is still the life blood of many brick and mortar small businesses. Some of you are reaping the results of well-written, well-placed advertising. Others are frustrated by a lack of results.

My question to you today: Are you paying enough attention to saying the right thing to the right people? If not, the wrong people are hearing your message, meaning nothing you could say to them would induce them to buy. Even if the right people (your target audience) hear your message, if it’s the wrong message for them, it’s of no value to you.

So the answer to “where should I advertise my business?” is –- it depends entirely on where you’ll find your customers. But you knew that already.

Today’s 30-minute challenge: Take pen and paper and write down everything you can think of about your ideal customer. Just as an author develops specific characters for a story plot, I want you to develop a persona for your ideal customer. Is it a man or a woman; what age, where does he live; where does he work; what’s important to him; what does he read; does he watch TV; why do you like him as a customer? Give it a full 30-minutes, then stop.

Later today or tomorrow, write your fictional customer a short note. Tell him what’s in it for him to do business with you. Come at it from his own perspective. Remember that he cares nothing about your interests or your profit. Answer the question we all need answered, WIIFM (what’s in it for me?)

I hope this is an idea starter for you. By the time you’re done with this exercise, you’ll have a stronger image of who your ideal customer is and how to frame your message to reach him. From that jumping off point, deciding where to advertise is relatively easy.

For Further Reading:

• No B.S. Direct Marketing: The Ultimate, No Holds Barred, Kick Butt, Take No Prisoners Direct Marketing for Non-direct Marketing Businesses
• SEO is Only One Part of a Strong Marketing Strategy
• Newspaper Advertising for the Small Retail Business
• Small Business Marketing: It’s Not About You!