Monday, April 16, 2012

Find your FOCUS!

One of the worst mistakes made in advertising is spreading your budget too thin. Nothing makes me cringe more than hearing "we're on TV, Radio, Cable, we have Billboards and we have to be in the Yellow Pages, I just don't know what's working?" I'll give you a hint... Nothing is working. Why? You don't have a FOCUS. What you have is money peppered all over the place in an effort to reach everyone while sadly not really reaching anyone at all. Sure, you may be seen here and there, but effective advertising requires much more than being everywhere. You have to find your focus. It begins with knowing your customer, who is really making the buying decision? Then knowing where to reach them and investing in those areas specifically. "But, I have to be in these areas". No you don't! What you have to do is narrow your spending and focus, focus, focus! Get the most out your advertising dollars at all times by centering in on what will be the most effective to reach your customer. It's not about being everywhere, it's about being perceived as being everywhere by investing your ad dollars with FOCUS! Great example, just this week we met with an advertiser who is promoting all of the great things available from their business. It's a long list. The trouble is the list is more about them than the consumer. After some discussion it became evident that they have a fantastic offer to make that is built in to how they do business. This business essentially gives away more than $100K every week to customers. Would that get your attention? Now if they simply FOCUS their ads solely on this fact they will see an immediate response. Yes, they must let go of the "something for everyone" list and focus on what will get buyers moving. It's a game changer. There is something within your business model that can create BIG results. Find it and FOCUS on it. This requires making some tough decisions, but once you make the commitment you can expect a jolt of profitable results for your business. For more information contact Cory Bowler, Local Sales Manager for KLTV, at (903) 510-7710 or e-mail me at

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