How To Keep Your Marketing Budget From Being MURDERED
I’m going to let you in on a tactic that the vast majority of business owners give little consideration when marketing themselves.
Unknownst to them, they are literally setting fire to their ad budget and their ad is already a smoldering heap the moment it’s posted.
In the next 4 minutes you will know exactly how to squeeze out every advertising penny effectively and if you can truly grasp this tactic, you might have to start turning down prospects because you’re overbooked!
Let’s begin,
Usually when I’m qualifying clients, during the conversation I usually ask “Who exactly are you selling to?”
Often, I get the same puzzled look followed by a variation of the following:
"We sell to people looking to redesign their home’s interior”
“We sell wigs to people who suffer from alopecia”
“We sell high quality landscaping services to homeowners”
Etc.
If you’ve been stretching your advertising muscles then perhaps you’ve noticed that each of these sentences are vague.
If a business were to run an ad based on that level of data (and most do) you will very quickly see your ad dollars melt away and no new prospects at your door.
Because now you’re competing directly with every other interior design, hairpiece, landscaping company or whatever; in your entire city.
You’ll end up becoming part of the same advertising noise prospects scroll by everyday as your ad is shown to Harley Davidson riders, ballet dancers, guitarists and other groups that aren’t interested in your product or service.
Which means you need to get specific.
Start by answering these questions:
What’s the age range of your ideal customer?
Are you selling locally?
Are they mainly male or female?
What are they saying online about the problem your product or service solves? (search reddit, facebook, youtube comments, forums, etc.)
The more you know the better.
This is the start of how you adapt your advert to your ideal customer.
The best part is that this information is easily accessible. I guarantee your prospects are oversharing their problems online.
You see, when you incorporate what you know about your prospects into your ad it’s like someone yelling their name in a busy train station.
This is exactly how you cut through the ocean of ads your prospect sees everyday.
So instead of something general like, “We sell to people looking to redesign their homes”
Instead, “We sell to women from the ages of 30-55, in [blank] city, who are interested in redesigning their home’s interior”
Combined with your research, “They don’t have time to research their own furniture and decorations, they don’t have a knack for home aesthetic, this saves them money in the long term because blah blah blah”
You can mold your message to better suit your customers.
Now they will pick you out, because you understand their struggles and get them to think “Wow this person knows me, they understand what I’m about.”
Biggest takeaways:
Know your customer base thoroughly.
Don’t be afraid to narrow down your advertising message (especially if your products or service is expensive).
Don’t be general in your ads, be specific..
Happy hunting,
-Jason Anderson
P.S. If all of this stuff puts too much on your busy schedule, we’ll happily do it for you. Just fill out the form down below 👇
