Sales Advertising Tools
Every tool is designed for a specific purpose: hammers are designed for
driving or removing nails; chainsaws are used to trim and cut trees;
screwdrivers are used to tighten or remove screws. In business, we sometimes try
to use the wrong tool for a job. Just as you can’t use a hammer to trim a
tree, you can’t use the wrong tool in business. For successful sales results,
you need to use the proper tools when advertising.
Listed are a few tools we use in advertising. Make sure you know how to use
them before you pay for an ad.
Collateral
Recognize that many people are visual and need to see the product to
understand it. The proper collateral is required so the customers can see what
your product or service looks like or how it will meet their needs. When
designing the collateral, design it for the customer, not your investors. Too
often, brochures are designed to impress current or potential investors rather
than to help clients understand your product or service.
Testimonials
A large percentage of buyers want evidence of happy experiences by other
customers before buying your product or service. Ask your current customers if
they will write letters explaining specific reasons why they trust your company
to produce positive results or describing pleasant experiences they have had
with your company. Make certain that you inform your customers that you intend
to share their letters with prospective clients.
Websites
In today’s high-tech world, many companies do business over the internet.
Search engines such as Google, Yahoo, and MSN provide customers the opportunity
to search among the online companies for the products and services that are
right for them. Make sure your site looks professional, is easy to navigate, and
describes clearly the products and services you offer so that the customer will
stop internet-surfing and stay to buy.
Periodicals
As mentioned above, many potential customers prefer to see visual ads when
making buying decisions. Newspapers and magazines are willing to assist you in
developing visually appealing ads or providing you with a list of ad agencies
that can help. As with your collateral, make sure your ads are written for the
customer and not for the investor.
Television
While television reaches most households, cable television produces a real
challenge because it offers so many selections. Viewers can easily switch
channels during commercials, so your advertisement will reach a smaller market.
One option is to advertise only during prime-time events. Remember that
television advertising is expensive, so know your target audience before you
decide to advertise on television.
Co-op
Most local newspapers are approved to receive manufacturer co-op advertising
funds. Under this program, local advertisers can receive up to fifty percent of
the cost of advertising from the manufacturer of the advertised goods. Contact
the newspaper to learn more about this program, as many manufacturers have
extensive and detailed requirements. Do not forget to research these
requirements prior to running your ads.
These are just a few of the basic tools available for advertising your
product and service. By using the right tool in advertising, you can be assured
of maximum effectiveness and high sales results.
Author: James A. (Jim) Baker
James A. Baker is the Chairman and Founder of Baker
Communications. Baker is a sales training and
development company specializing in helping client
companies increase their sales and profits. He can
be reached at 713-627-7700 or
jim.baker@bakercommunications.com.
