As a business coach, new clients often ask: “Coach Maurice, what is the best way/place/form of advertising?”
The short answer is: none. There is no magic bullet. If there were a “best”, then everyone would use that method exclusively.
There is however a little known key that relates to all forms of advertising. Mastering this key will allow you to maximize your advertising efforts.
The majority of the time when, small business owners and entrepreneurs delve into advertising they take a universal approach. They do not realize there is an important dynamic to consider if they expect their advertising to be effective.
This key is simply the difference between active and passive advertising. Understanding active versus passive advertising methods (and subsequently an active versus a passive viewer) will make the difference in whether your advertising brings explosive results or gets lost in the crowd.
This form of advertising is considered active or intrusive because the viewers are passive, meaning they are not specifically looking for you or your service at that time. Radio, Television and Billboard ads are all forms of Active Advertising.
The goal of active advertising is for your offer to catch a percentage of the people who see your advertisement at the exact right time and make them say “oh, that looks like something I need.”
Active ads either catch a person’s attention or they do not. Just like with a billboard on the freeway, you have 1-3 whole seconds to get your ad to capture their attention enough to begin to get your message across.
This means that if you do not interest a person within that time, they drive by, switch the channel or move their mouse to the upper right corner of your ad and press the [x] to close it.
An effective active ad is one used to reach out and grab someone who is not particularly looking for your product or service at that exact moment.
The idea is to generate name recognition and familiarity in the marketplace with your brand. Therefore, active ads are best suited for branding and positioning. They are mostly used to imprint an impression in a person’s subconscious so that when they are actually at a point of purchase, the buying decision goes in your favor.
Although you can use them for lead generation, do not expect a high percentage of immediate response from active ads.
Whenever using active advertising, you must do a LOT of it (quantity and frequency) in order to be most effective.
The reason you need to do a lot of active marketing, is because the target audience is passive. They are in the middle of doing something else, i.e. reading a magazine, watching a show or driving to work.
Because they are passive in response to your ad, expect your response (as it relates to your ROI) to be lower than passive forms of advertising. This is seo 服務 because the majority of potential customers will not respond the very first time they see your ad. People are busy, and they need to be reminded of your business.
Again, remember viewers are not necessarily looking at that time for what you have to offer. So you are in a sense interrupting their experience. This is why it is called “intrusive” marketing.
SPAM is an example of active marketing that is seen as both “intrusive” and “offensive”.
Make sure your advertising is intrusive, but not offensive.
[Think about it]
When was the last time you saw an ad only ONE time and responded to it immediately? How often do you have that type of immediate response to an ad? Do you usually need to see an ad a few times before you take action if it is not an immediate need?
Ideally, when placing an active type of advertisement, you want to get a chance to be seen by the same people over and over with your exact same message. In the advertising business, this important technique of repetition is called “frequency”.
Term used to describe the ratio or number of times an individual sees or hears the same advertisement. A person needs to repeatedly hear the same message in order for it to stick. The higher the “frequency”, the better response you will get.
Frequency is a major factor in the response rate of any advertisement. You can see this in how often you see the same commercials on TV in a short time period.