Advertising Basics

Published on this site: November 28th, 2006 - See more articles from this month

Coming up with a great idea is easy. People think of new products, ideas and services everyday. So what makes one entrepreneur a success, where others fail? It's all in the advertising.

The simple fact is, if you don't advertise you can't sell your product. If no one knows about your great product, excellent idea or superb service, they certainly won't be able to buy it. Even with the seemingly endless array of products on the market, new ideas always crop up. Competition makes the marketplace
flourish and keeps it healthy. It can be a jungle out there, but it sure is fun.

Your product is only as good as the market will allow it to be. In other words, no matter how good your product is, if the public doesn't know about it, they can't possibly turn it into a best seller. Without effective advertising and promotion you will have no sales, no revenues and no success.

Major market leaders have millions of dollars budgeted for advertising because they understand the need to stay on top of the game. If the advertising slips, just a little, there are countless competitors eager to slip in and take the number one spot. This is why corporate giants like McDonald's, Pizza Hut
and Nike continue to gain as much advertising mileage as possible.

Off to Market

When you start up your business, you've got to get your name out there. Small businesses, home-based ventures and personal trades are often held back by small advertising budgets. It is still possible to advertise and get results. Advertising, like any product or service, can be as expensive or as affordable as you want. The idea is to get public attention, and there are many effective ways to do just that.

Traditional media are still the most popular means of advertising: print, television, radio, bulletin announcements, billboards, banners and posters. However the trend today is leaning strongly towards digitalization. Advertising online has huge marketing potential for very little cost. Your first step
into digital advertising is to create a good domain with an attractive .com, then file your site to free web directories. Taking this initial step can add value to what you are offering.

There are so many ways to get big results at a small cost. You need to be creative and use whatever means are available. Make simple but attractive business cards and swap them with other advertisers. This practice, called "networking", is a priceless way to reach new customers. Offer to barter your services with other businesses, or charge a reduced fee in exchange for
promotion within the other establishments. Print flyers and drop them in mailboxes, post them on bulletin boards, hand them out to passersby or distribute them in terminals and airports. Put your logo on a shirt. Paint it on your car. The ways to achieve cost-effective advertising are only limited by your imagination.

You need to get as much exposure as possible, or your business will suffer. Some people feel self-conscious or even embarrassed about promoting their products. If you're one of these people, you need to get over it. Simply posting your product on a website isn't going to make the phone ring or get the merchandise flying off your shelves.

Get out there

If you're already in business, you no doubt have many great advertising ideas. Don't just think about it; act on it. Promote your product with all the passion and energy you put into creating it. The market is absolutely flooded with goods
and services, and you need to make yours positively shine if it's going to stand out in the crowd. It's impossible to name all of the successful products and services on the market. Just think how many more have failed because of little or ineffective advertising. You need to get your ideas off of the launching pad
if you want to get your business on its feet.

Quit the planning board. Get out and advertise. Even one customer is a success if it's a customer you didn't have yesterday. All you need is that one satisfied customer to start spreading the word, and your product can begin to gain in
popularity. Having said that, remember that the job of advertising is to get your phone ringing. As soon as those customers order the product or step into your store, the advertising has been a success. At that point, it's up to you
to make sure your product and service are everything you promised they would be, so that your customers will come back for more. New business is good. Repeat business is gold.

You've already got a great idea. Now you need to share it with the world. Think about an effective advertising campaign, and then start the wheels in motion. You don't need a lot of money to achieve good promotion. Believe in your product, spread the news, satisfy your customers and reap the rewards.

Donald Brown - contributes articles to several web sites, including http://tyrop.com and http://sixal.com