ADVERTISING IDEAS FOR SMALL BUSINESS OWNERS, Part 2

By Shawn Deacon, Independent Media Professional

http://www.linkedin.com/in/shawndeacon

It has been said of the human mind, that once it is stretched to the limits of a new idea, it never goes back to its original dimensions (Oliver Wendell Holmes, US author and physician). In fact, the simple things that entertain us daily, in some modest way helps to change the way we think. Imagine for a moment the effect of a ten second image of the same brand of water, every fifteen minutes, during a four hour night of television. Think about the violence, sexual content and / or strong language impressed upon a young mind carelessly left with a particular video game to keep him occupied every day. Your favourite song may last only a few minutes but played over and over. . . Well you get the idea.

Advertising gurus and geniuses have long realized this and spend billions of dollars annually on advertising spots on radio and television that last, sometimes just 30 seconds. Arguably, these advertisements can actually change our behavior and affect our decision making. Why would a rational thinking woman choose a hair dye that has ranked for forty years as the most expensive in the world? It’s obvious. “Because I’m worth it.” Even our decisions to purchase things that cost very little are impacted upon by clever advertising. Think about it! “There are some things money can’t buy, but for everything else . . .”

Keep reading; it only gets better.

1. Be consistent. Remember that old Aesop fable of the hare and the tortoise?  Slow and steady wins the race. Buy ads that last months at a time – the classifieds in a popular newspaper or the yellow pages. Let your customers “see” you. Build a reputation for consistency and diligence. Don’t be afraid to ask for a referral.
2. Get a quotable, reputable endorsee.
3. Remember your customers on important days with a greeting card. Be sure to very subtly include the promotion you’re having, or discount or a reminder. Postcards convey a sense of urgency. The customer may not read your letter but they will turn your postcard over.
4. Start a “Swipe File.” A swipe file is a collection of ads and brochures that copywriters and artists collect, or swipe from other artists, for those times when they are stumped for good ideas. I know how this sounds and I’m not suggesting copy. The idea here is to find inspiration for your own work where and however you can and build on it.
5. Find the group that your competition is presently not serving with that particular product or service. These maybe elderly persons, persons with disabilities, or you may even find a customer base among those without the necessary transportation to get to your business place. Don’t ignore these groups and find a way to serve them. They may become a big market and you may be able to capture a loyal and lucrative customer base.
6. Don’t ignore questions that new customers may ask. It may be that they are telling you about an unpleasant experience they had with a previous company. If they ask about service, exchanges, return policies, etc. have an employee meeting and go over some protocols. You can guarantee that you will solve their problems without hassles or complications.

On a final note always remember that not always a joke is intended to make you laugh, sometimes it’s meant to make you think. A young man who was getting a haircut one day and was chatting with his barber about his plans for vacation.

“I’m going to Rome” he boasted.

“Really,” his barber replied. “But why there? It’s terrible and has absolutely nothing to do. The weather is the worst and everything’s so expensive! Where are you planning to stay?”

“I’m staying at this little place called The Inn” he answered a bit dismayed.

“Oh I know that place,” the barber began. “Its so small, there’s hardly room to turn in the bathroom and the food is always awful. What are you planning to do when you get there?”

Really disheartened now, the young man answered “Well, I’m going to visit the Pope”.

“You can’t be serious!” the barber said immediately, “That’s how you’re going to spend your vacation!”

A few weeks later the young man entered the barber shop again and the barber greeted him excitedly. “Hey you’re back! How was your vacation?”

“It was great,” he began. “I went to Rome, stayed at The Inn and visited the Pope.”

“And what happened next?” the barber inquired. “Did you kiss his ring, what did he say?”

The young man smiled. “He looked at the top of my head and said ‘My son, where did you get that awful haircut?’”

I know you’re smiling, maybe you’re sucking your teeth and rolling your eyes but in case you missed it, the moral here is simple. There’s a reason that there are more critics than creators and it’s because it’s always easier to criticize.

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