Every business needs a form of advertising in order to reach the right people. A business without an advertising strategy or plan is simply a tuck shop with a gamble at profit. Contrary to popular opinion, advertising is not meant for only big businesses or multi-million dollar companies. Every small business or entrepreneur is expected to get into the business of showcasing their products or services using the various channels of advertising available in the world. However, one important question remains, what exactly is a business supposed to say to its clients? This article will teach you the basics of advertising and show you how to build the perfect brand. 

Content: 

What is Advertising 

Identifying your target audience

Mediums Of Advertising

The Right Things To Tell Your Clients

Conclusion

What Is Advertising?

Advertising is any medium or method used to call the attention of the public to something, typically a product or service. It is the means of communication in which a product, brand or service is promoted to a viewership in order to attract interest, engagement, and sales.

Identifying Your Target Audience

The first mistake business owners make is to try to talk to everybody about their business. It is fallacious to throw a wide net in business hoping to catch a fish. Proper advertising is strategic and targeted at the right people. Instead of telling 1,000 people to buy a winter jacket and hoping that 200 of them may buy it, why not tell 200 people who live in extremely cold places and watch all of them buy it?

This is a simple analogy for identifying your target audience. To identify your target audience, you must answer certain questions; 

  1. What do I have to offer?
  2. Who needs my products or services?
  3. Who else is offering what I can offer?
  4. What is my unique business proposition?
  5. How do I reach my customers?

Answering specific questions like this correctly puts you on the right path in identifying your target audience. 

Mediums Of Advertising

After you have identified your target audience the next thing you want to find out is where they are. This location must be determined both physically and virtually. Your target audience or prospective customers may be in a particular geographical location as well as a virtual location. The location of your prospective customers will determine your medium of advertising. If you are targetting young and middle-aged people, you should know that social media remains your best medium of advertising. Identify the physical and geographical location and interest of your target and decide which medium of advertising works best

The Right Things To Tell Your Clients

At this point, you know your prospective customers and where to find them. You are at the most crucial part of your advertising journey. Now you need to say the right things in order to convert them from prospective to returning customers. 

If you sound too salesy, you are going to scare them off and if you sound lukewarm you are going to lose their attention. So what do you say to your customers?

  1. Start Politely: Most sales and business people, make the mistake of forcing their zeal on the customers. It is very rude and intruding to start a conversation or approach a client without observing the necessary protocols and respect. A gentle and polite approach gives a picture of the kind of person and business you run.
  1. Build on Existing Knowledge: Have you ever wondered why variants of already existing products keep coming up in the market and yet every product thrives? While one company may be the inventor or pioneer, all the other businesses have to do is build on existing knowledge and continue from where the competitors stop.
  1. Ask Open-Ended Questions: No matter the medium of advertising, open-ended questions either get your clients talking or thinking. Any question that elicits a “Yes” or “No” is a conversation stopper. Ask questions that make your clients respond to their problems or concerns.
  1. Offer Solutions: Now that your client has opened up about their challenges, it’s time to offer your unique value proposition. If you have followed the previous steps, your unique value proposition should be the answer to most of their problems.
  1. Open a Channel of Communication: Not all business pitches lead to instant sales and this is perfectly okay. Whether you win a client or not, give contacts and addresses through which your client can get across to you. 

Conclusion

The basics of advertising are simple and easy to follow. However, a good advertising agency can help you do much more than this. It is recommended that business owners follow the 80/20 principle of delegating responsibilities to professionals while they focus on key executive functions. If you need the best advertising agency in the country to turn your prospective clients into returning customers, then click the link to get a one-on-one session now. 

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