Advertising - The Rule of Six

When considering whether to advertise your business, remember the rule of six: It takes at least six times before a consumer associates your name with your product or service. This means you need to buy at least half a dozen ads before you see results. If you’re going to sink that much money into an ad campaign, obviously you want it to work. Here are some tips to help you make the most of your advertising dollars:


Whether you choose print, radio or television as a medium for your vehicle, it’s essential that you place your ad where your customers are most likely to see it. For newspapers, this means, advertising in the section your clients are most apt to read. If you own a landscaping business, for instance, you want your ad in the Home & Garden section, not the Sports pages. Even better, see if your newspaper publishes a special section tied to your business. Many newspapers produce these at various times of the year, primarily as advertising vehicles. Examples of special sections include fall home improvement, weddings or holiday shopping.


Many papers also publish regional editions. By advertising in one of these, your cost will be lower because your audience is geographically limited. This could work to your advantage, however, if your business relies on customers who live nearby.


Research the availability of “remnant” space, which is magazine ad space that remains unfilled by press time and is offered at discounted prices. Call the magazines where you would like to advertise and let them know you are available in the event they get stuck with remnant space. You never know when they’ll call, so have camera-ready copy on hand.


When you advertise on radio, choose a station whose tone is compatible with your business. Your best bet is to advertise on a talk show, which has an audience of active listeners (an all-music station is likely to be on for atmosphere, making it easier for the listener to tune out your ad). Again, look for a show that correlates to your business. An auto repair shop would want to get its commercial on during a show about cars.


Television may be too costly for the average small-business owner when you factor in the cost of producing a professional commercial. Deals may be found on cable television local access stations, however.


Wherever you choose to advertise, keep your message brief and to-the-point. Mention your name near the beginning of the ad, and again at the end.


Consider taking out a series of ads that build upon one another. Serial advertising heightens the audience’s anticipation and keeps the product or service in their mind. Just look at the Tasters’ Choice coffee commercials. Not only do these capture the imagination of television viewers, they received loads of media publicity when the first commercials aired.


Track the results of your ads so you can judge their effectiveness. You can do this by including a coupon in an ad, offering a discount to those who mention it, or by publicizing a one-day sale, then counting the number of people who walk through the door.


Advertising can be a costly business, so plan your campaigns strategically.