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A retailer spent $800 advertising his lawn mowers. He didn’t make a single sale and was annoyed with the newspaper that talked him into spending the money.
Advertising in newspapers is a blunt instrument. Your customers’ eyes are now distracted by so many more media options – both online and print. So you need to be very sure your audience can be reached through the publication in question. Also, one-off advertising is usually a waste of money. If you are not a regular advertiser, or sure that you are about to become one, avoid the special deals offered by newspapers.
Plan your marketing. There are other ways to promote your business other than advertising. Staying in touch directly with your customers is the most effective. How much of your time or staff time can be diverted to this for the price of an advertising campaign?
Advertising does have its place. If your business benefits from it, make sure you plan your advertising and budget your investment.
A client received super service from one of his suppliers. It was on the day before Labour Weekend and he needed the service urgently. He was so delighted he wrote this note:
“Has anyone told you how helpful you are? Thanks for getting this done so that I can keep working over the weekend.”
He received the following reply:
“Thank you, Michael. I appreciate the feedback. I also try to let people know when they’ve given me good service. If you never find out when you’ve done well, eventually you get demoralised and move on.”
There’s a message here. Treat your suppliers as (I hope) you treat your staff. If you would give praise to a team member for good work, why not do the same for a supplier?
Another way to keep suppliers happy is to pay their bills promptly. Look after those who supply your goods and services and, when you need it, there’s a good chance they’ll look after you.
A retailer spent $800 advertising his lawn mowers. He didn’t make a single sale and was annoyed with the newspaper that talked him into spending the money. More »