Always provide a focus for your adverts

At my first networking meeting for a month (since I had got Bell’s Palsy) I met an interesting lady who taught golf, at home as well as at the golf course.

I asked her how she marketed her business. (It’s wise to do that to see if they know what they are talking about – there’s nothing worse than trying to teach your grandmother to suck eggs.) She mentioned that she did do advertising in magazines in the past, but had given it up because it was a waste of money.

Probing a little further I found out that the magazines that fared the worst were the national golfing magazines, whereas the adverts that did achieve a result were from the monthlies that are pushed through letterboxes. I asked her what did the ads say, and found that the contents was generally publicising the business and what it offered to customers.

I asked her if her ads had a purpose, an aim or an end goal. I explained that general adverts weren’t going to do as well as ones with a focus, something that led towards an event, a special course or whatever, and that there should also be an incentive, like 10% off when you present this advert or coupon, and a time to achieve this by, for example the actual day of the event or advance bookings to get £5 off the price.

Three simple things to include in your advertising: a purpose, an incentive and a time to achieve it by. General ads don’t grab the customers’ attention, don’t play with their wants or needs, don’t pander to their greed, and don’t command an action to ‘get something for nothing’ by a certain date. Think about these phenomena the next time you write your ads or leaflets…


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