Don't Mistake Short Term Response For Real Results
When an advertiser begins advertising, especially with a new media, it is invariable that no matter how good or bad the ads, the advertiser will begin getting feedback.
At the Rotary Club lunch, other members will come up and say, "I saw/heard your ad!" The advertiser smiles inside, secretly counting the money that is going to roll in. All of the parents at the soccer field heard it or saw it too! "WOOOO HOOOOO! Show me the money. Everyone knows about me. I love this advertising thing."
This is what many advertising sales people rely on for that short time sale. They lead advertisers to believe that this is advertising success. They put the advertiser in the commercials. "I saw your commercial, you look good on TV!." or " I heard you on the radio, you have a great voice." See, I told you that it would work. Want some more?
Unfortunately, this initial euphoria wears off when the advertiser realizes that these folks aren't buying the product or service. The daily sales have not changed yet. "No one is listening or hearing my commercials. I hate this advertising thing. "
With the absence of a killer buy now offer, it takes time to persuade new customers to do business with you. The only way that this happens is with a consistent, persuasive message. The media that advertisers have chosen are sure to have enough people listening or viewing. Make sure the message is sound and communicates the strategy telling consumers WHY THEY SHOULD DO BUSINESS WITH YOU and wait for the results.
Don't be fooled by that initial surge of "I heard /saw ya's!" They don't usually buy much.
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