Moving Forward

Generally speaking, advertising professionals don’t like rules.
That’s why we tend to “think outside the box”.  However, through the years we have come across a few “truisms” which have proven to be useful guidelines time and time again:

Don’t put 10 pounds of potatoes in a 5-pound bag.
Simply put, don’t cram so much information in an ad that it drives people away. Focus on a benefit that makes you different from everyone else and keep it simple.

Sell the peanuts while the circus is in town.
Focus your marketing dollars when people are most apt to buy.
Too many people spread their dollars too thin and try to move people without the right timing or an effective investment.

The output is only as good as the input.
If you’re working with an agency make sure you give them all your relevant information and complete thinking early. You’ll get better advertising.

You are probably not the target audience.
Too often advertisers put their message in places they frequent.
And that may not be where your best prospects are. Think like your consumer.

Do one thing well.
We see too many advertisers trying to do too many things with too little impact.  Focus your investment in the most productive place and do it with frequency. No one ever is moved by a single message.

Spend Money To Make Money.
In tight times the first reaction is “let’s cut the ad budget”.  That’s like being in a race and deciding not to buy fuel.  Research shows that the business that maintains awareness during tough times stays ahead of the competition and recovers sooner.

Hire An Expert.
If you need help navigating the “sea” of marketing options in today’s environment you might sail further faster with an advertising agency as your guide. There are some experts listed below.