Advertising temptation stares you in the face at the least expected times.
Temptation can come from hearing or reading about fantastic results others have gotten with their advertising efforts.
These new ideas and techniques most always get the quick attention of the optimistic small business owner who is eagerly looking for improved results.
The first time you hear about a something new to use or adapt, your mind races forward, especially if the testimonials are realistic and seem to relate to what you are doing.
Just imagine how great it would be if you could get similar results. It always sounds so easy!
Perhaps a business friend told you about a new technique. Or you read about it somewhere. So you investigated, wanted to hear more and called the media salesperson.
Picture that salesperson standing right there in your business. Advertising temptations are staring you in the face. "It's a great deal," they tell you. Do you go for it or not?
Here are three sets of realistic questions to ask yourself as you evaluate the proposal:
1. Take a step to the side and consider this. Is your current advertising already covering the basics? Is this new advertising temptation part of your basic advertising plan or does it fall in the "next level" category?
Remember that you've got to do the basics first, just as you have to open a showroom before you can decorate it. So make sure you are doing the basics well before you move to the next level.
2. Will the new idea or technique stand on its own as a profit generator? Can the new idea or technique be integrated into your basic advertising thrust so it can compliment what you are already doing? Will it contribute to building a cumulative advertising effect?
3. Can you afford it? Is your advertising budget already strained? Will this advertising method pay for itself? Or will it break the bank?
You already know that the informed small business owner keeps good records of all promotions and advertising. You want to develop enough information to figure out what works and what doesn't. It's called "learning from your experiences" or "being in the trenches".
So if you've kept good enough advertising records, you should be able to make an educated guess about the range of your possible results.
And remember not to change everything all at once. Science class should have taught you to only change one variable at a time if you want to effectively measure the difference between before and after.
Is the advertising temptation worth listening to? By giving yourself honest answers to the three questions above, you'll know if it's time to move ahead to the next level and gamble, within reason of course!
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