What The Internet Is Totally Perfect For!
Choosing where to place your now improved message that stimulates responses is the final step in the success system!
As technology has progressed, and as society becomes more complicated, specialized and fragmented…you must look hard to find the best place to advertise.
The two requirements are that: 1. You get to the right people when they’re receptive to you, and 2. That you can track and monitor your results!
See, even if you develop the right advertising copy, and you find the right audience…it’s still not very useful if you can’t tell whether or not what you’re doing is working at a cost affordable level!
You have to be able to measure and track what you do to determine if it’s paying or not.
One of the biggest mistakes for small business people is to imitate the Fortune 100 companies that spend hundreds of millions on image advertising that no one has a clue as to whether or not it’s working and bringing in more money then it costs.
They don’t know, and they don’t care because they have the budgets to flush money down the toilet, assuming that they get name recognition and recall…thus supposedly leading to more sales.
Listen. This doesn’t work for them, and it certainly won’t work for you.
They can afford to do it because they are so big and have so much money, they have the ability to play games with the shareholder’s money.
You don’t have that luxury.
Sure, name recognition is important, but only if it’s accompanied with immediate and profitable advertising while you’re building up a brand and name for yourself.
Ads must pay NOW!
Here’s where the Internet steps in as the most incredibly profitable marketing and advertising tool ever invented!!!
A requirement of smart advertising is that it can be tracked and measured for effectiveness.
This is just not negotiable.
If you spend a buck promoting your business…you had better get more than a dollar back in the immediate future!
How would you know this if you run image type advertising like the big companies do to “get your name out there”?
How can you tell if an ad that says, “Serving the Bay Area’s needs for 17 years. Give us a call so we can help you!” is working?
How do you measure the effectiveness of getting more money back than the ad costs with copy that says, “We only use the finest ingredients. Try us, and you’ll see why we’re the best selling widget in the Midwest!”?
The answer is YOU CAN’T!
Therefore, by our new definition, this type of name recognition advertising is too costly and wasteful to be relied upon.
But…using Small Business Marketing Magic, Emotional Response Marketing teamed up with the Internet, and you have a marketing weapon so potent it could blast your former competitors into oblivion!
See, the Internet has been touted as the biggest money making opportunity ever.
Since it is so inexpensive, people have told you that all you have to do is get a web site, run some banner ads, and you’re rich.
Well, this isn’t true…but it’s very close!
The other worldly power of the Internet comes from using it the right way…which is to have your web site suck people in like a tractor beam, get their permission to follow up with them and let them become big buyers of your products and services!
The Internet is the most amazing tool ever devised, when used correctly!
This means no “spam” (unsolicited) email and no expecting to have search engines magically drive people your site.
You have to follow the formula we just talked about, and once they come to you, and give you permission to follow up, you’ll see your business explode like a fireworks display on the Fourth of July!
The secret of the Internet is the communication mechanisms it has built in that can be tracked better than any accountant could only imagine!
Using the techniques we’ve discussed with this tool can build a business so fast it’s scary.
We saw a business grow by more than 400% in one quarter using the Internet the way we’ve described. There’s no other marketing tool that can do that. Period.
A word of caution. Many companies lose their butts on the Internet.
This applies to more than 9 out of 10 companies with an on-line presence.
Why? Because they do the same dumb things with the Internet that they do with all the other promotion they run…and hence, lose their ass!
You cannot build up an image or get name recognition on-line and hope to pay the bills.
You MUST use the same psychological principles we’ve discussed on-line if you are going to be in the smart 10% who make so much money on-line that people think they are printing money in their basement!
Think about the whole picture we’ve painted for you here:
- We’ve told you what advertising needs in order to be effective.
- We’ve told you about delivering the right message and testing it to make sure it works before you spend even more.
- We’ve told you that targeting your audience so you match up the right message to the right market is critical…
- ...and we’ve told you that you have to find the perfect location to advertise!