"Many a small thing has been made large by the right kind of advertising."
--- Mark Twain
As sign people, or more appropriately, as sign professionals, we should all be better than we currently are when it comes to advertising. We make signs and sign products for goodness sake, creating masterpieces of messages for our clients to use in their businesses, schools, playgrounds, airports, movie theaters, roadways, bus terminals, cars, trucks, boats, and on and on and on.
These are advertising vehicles in one form or another we are creating for others. But even with these skills, knowledge, and talents that we use to serve others, our quality and quantity of advertising for ourselves and our own businesses isn't the best it could be. We are better at creating advertising pieces for others than we are for ourselves.
"Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art."
--- William Bernbach
In order to attract more prospects for converting to long-term, loyal customers, we need to apply great advertising techniques to our businesses. This is indeed an art and one that can be learned. Through applying the appropriate steps and continually looking for and practicing the latest and greatest advertising strategies, we can improve our bottom lines while at the same time perfecting our service to our clients.
"Advertising ministers to the spiritual side of trade. It is great power that has been entrusted to your keeping which charges you with the high responsibility of inspiring and ennobling the commercial world. It is all part of the greater work of the regeneration and redemption of mankind."
--- Calvin Coolidge
There are at least three key points to remember when beginning an advertising campaign for your business, and these are worthy of applying today so that you can begin to increase your customer base. The first key point is to begin with a plan.
As with any worthy endeavor, develop a plan with measurable goals. Decide how much business you want to bring in, what an ideal customer looks like, and what avenues of advertising you want to tackle. Do you want to have online conversions via your site, signups from a talk you give, or a specific number of redemptions of coupons you've placed in various publications.
"Advertising is the art of convincing people to spend money they don't have for something they don't need."
--- Will Rogers
Second, act on your plan by honing in on your audience. Uncover various ways to reach your audience based on their demographics and work your campaign accordingly. Stick to your plan and be sure to monitor your campaign in order to see what is working and what is not working. Tweak the campaign as necessary to gain the desired results as outlined in your plan and make it a point to communicate to your targeted audience, that what you have to offer is a solution to a problem they may have. Show them that you know their pain and have a remedy for it.
"Advertising is only evil when it advertises evil things."
--- David Ogilvy
Finally, act on your advertising campaign. In other words, do like the big brands do and constantly analyze your campaign to see what works and what doesn't. If one area is working and new customers are coming in, begin catering to their needs and upsell where needed. Make it a point to treat every customer like royalty, but ask for referrals.
Advertising your business provides more clients that will use your products in one form or another to advertise their products and services. Keep the cycle going by becoming an advertising expert.