That’s probably one of the most often-asked questions my clients put to me…
Well, the answer is, it depends on your ‘ideal customer‘. (If you haven’t a clue what that means or who that is, then my Stop Working With Deadbeats! Attract IDEAL Clients & Knock Out The Competition Instead will help you hone in on what is potentially one of the most important elements of running your business.)
In a nutshell, you need to know your target buyers like the back of your hand before you can target them appropriately. Until then, you are pretty much wasting your time, expense and effort trying to reach them.
OK, for the point of this post, let’s say you know exactly who your ideal client is. By now, you should know that a) targeting has suddenly become much easier, and b) you know where they ‘hang out’, which publications they read, and so on.
Assuming you decide to advertise in a given publication that they read, make a note of whether any of your competitors are advertising regularly there. If so, that’s a good sign…
Now, phone up the advertising department for that publication and tell them that you are thinking of placing an ad, and that you’re currently researching the results of ads in the same industry (ie, those of your competitors).
You will be surprised as to how honest they’ll be with you.
If it all sounds good, arrange a multi-run ad deal – ie, where you place a similar-sized ad in that publication for a number of issues (ideally, seven, but at least three if you can push to that). Make sure you include some kind of code for tracking purposes, and then measure the response you get. If it’s good, repeat the ad – it is obviously extremely well targeted. If for some reason it bombs, consider your ad’s copywriting and/or offer. Could either be improved upon?
The key to ANY advertising and marketing is to test, track, tweak and test again and again until you get the response you want. I covered more on this in a recent issue of my newsletter Communiqué for Success!
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