4 Ways to Shift Your Advertising Into High Gear 

By Sven Teuber

1. Think like your target market…

You have a general understanding of who fits into your target market, but what have you recently done to get into their heads? Thinking like your target market allows you to answer the question, “Why aren’t more people buying my product?” If you really put yourself in your target market’s shoes, you will see what makes them buy. This knowledge will lead to an increase in advertising effectiveness, saving you time and money.

The single most important way to start thinking like your target market is to keep in mind that no one likes to be sold to. So, in order for your advertising to be effective, you need to make it seem as though it was your prospect’s idea to buy your product or service. In other words, you need to solve a real problem for them to the point that they say, “Wow, I need that!” Because these individuals decided for themselves that they need what you offer, they fall into your target market and your advertising should focus on them. So you need to get your target market to see your advertisement in a way that resonates so they can have that moment of clarity when they realize that you offer something they need.

2. Get your ads in front of your target market…

It is time to think outside of the box. You want to find out not only which advertising mediums will get you in front of your target market, but also which ones your target market are going to notice. Simply playing the numbers game will be costly and offer no guaranteed outcome. Chances are, if you would not take the time to look at the advertisement, neither will your potential customers. Advertisers will tell you that their medium is seen by thousands of people. Yet that is irrelevant if your target market never sees your advertisement due to the wrong placement or message.

Unless you have an unlimited budget, it is going to be important to pick your space wisely. Every person who sees your ad who is not part of your target market is a waste of resources. With some thought and effort, you can narrow down your marketing mix to the point where your advertising is working overtime and bringing you more business.

Another point of concern before moving on is timing and frequency; there is no magic formula. It will depend on your business and your target market. The trick is finding out what works best for you.

3. Find a way to track your advertising…

Imagine your favorite sport. Where would that sport be today if a score was never recorded and no comparison was made between any of the players? The sport would have fizzled because it would have become unbearably boring to watch. Don’t let your business become obsolete by not keeping score. All businesses keep an eye on their profit and loss, but many neglect to keep score on their advertising. Not doing so can cost you big time. Remember, most of your profits are a result of your advertising.

There are plenty of solutions that help you track your business’ advertising, and depending on how much time you have, it can be accomplished in house. As long as you have real data of where your business is coming from and are constantly trying to push your advertising to the next level, you are on the right track.

4. Keep innovating your advertising…

Now imagine if there was only one sport. You would be forced to watch the same sport all year round and eventually it would lose its appeal. The same goes for your advertising. Do not fall into the trap that many do. Keep your message consistent but fresh. Try advertising in new places and experiment with some new creatives. Who knows, you may be surprised by the result, and if not, at least you know for a fact that a particular advertising medium or message is not the best for your business. The point is, do not get complacent. Just like business cycles, there are advertising cycles. What worked today may not work tomorrow. In order to stay on top of things and continue to grow your business you will have to repeat steps one through three several times per year.

 

About the Author
Sven Teuber founded a marketing and promotions company in 2007. Beginning in 2010 he joined the Ad Committee team. Feel free to contact him anytime you have any questions about tracking your advertising. sven@adcommittee.com.