Should I advertise?

We are sometimes asked by clients, "Do I need to advertise my business?"

For sure the process of advertising can be expensive and it can take up resources that may be better applied in other parts of the buisnes. So, we say, it's almost like converting to a new religion - only do it if you're absolutely sure it's right for you.

To help you, consider this question - who could use your services now?

1. People who’ve never heard of you.
2. People who use your competitors.
3. People who use your competitor, but have also used your services.

Everybody uses advertising – and not just in business life. We have all had to be deft practitioners in the art of advertising, be it to look for a job, buy or sell a home or find a car. We are exposed to hundreds of advertising images every day, promoting products or services or imparting information. Add to these images – some of them subliminal – the commercials we see, listen to and read, it’s easy to appreciate just how much advertising is such an integral part of our every day lives.

But it is one heck of a crowded environment and whilst we can usually recall some of these messages, the majority will just pass us by. That’s why communication through advertising is not as easy as the armchair advertiser would have you believe!

So, if you’ve decided that your business could benefit from advertising, what should your priorities be?

Well, you should begin your planning by deciding what it is you want to say and ensuring that you know exactly what you want your advertising to achieve. Your advertising needs to be tailored precisely to your audience – remember though that your message is unlikely to appeal to everybody who is exposed to it.

So, you might decide to create messages designed:

1. For those who don't know of you or your services. Your message should be designed to stimulate an initial interest
2. For existing clients to persuade them to buy more from you and less from a competitor. Your message should be designed to help develop their loyalty
3. For your competitors clients. Your message should be designed to help encouraging change
4. For existing clients to reassure them that they’ve made the right purchase decision. To the theorists, this is called cognitive dissonance – to the rest of us, it’s designed to encourage your customers to remain loyal!

So, we'd say to answer that 'should I advertise?' question - think about it carefully, think about what you want to achieve - and then talk it through with an expert!