You’re Paying (or Have Paid) To Get Your Name “Out There.”
That means this page may be the most profitable web page you’ve ever read. BUT, I’m getting ready to commit a bit of business blasphemy — namely showing you exactly why you shouldn’t be concerned about getting your name “out there” and what to focus on instead. But, first — permit me a bit of evidence that I’ve not completely lost my mind.
got milk?
Now, you’re American and you’re at least 20 years old. So, I KNOW that you recognize this particularly well-financed advertising slogan.
Unveiled and HEAVILY PROMOTED since 1993 — using all the tricks in the book including A-list celebrities in print and tv commercials, direct mail, billboards, association marketing, social media etc. — this campaign was created to do one thing: increase cow milk consumption.
They certainly got their name and message out there, right? It’d be hard to find a semi-conscious American who hasn’t been exposed to this campaign. So, did it work?
No. Cow milk consumption has hit a 30 year low — after a nearly flawless “get my name out there” campaign.
So, from a purely theoretical standpoint: The ads worked. They got the name out there.
But I can’t eat theory. I can’t pay my employees in theory — or any of my other bills for that matter. So, let’s put ourselves in the shoes of those dairy farmers. NOW, did the ads work?
Of course not. Which brings me back to the business blasphemy I warned you about.
Getting your name “out there” is an expensive, often unprofitable pursuit. You see, you don’t make a dime for me to know your name. Instead, I teach my clients to focus on getting THEIR CLIENTS/PATIENTS/CUSTOMERS in HERE… in their establishment, calling their number, visiting their website… where THEY get paid.
Bottom line is this: You can Pay and Wait, Pay and Pray or Pay and Stay… racking up advertising expenses, making more sales, but wondering which — if any– ad was responsible for the lead, and, in the end, end up with a net loss. Like the dairy farmers.
OR
You can do it my way. You can create EVERY ad with a direct response mentality and approach. You can make each advertising expense build on the last, and you can begin measuring results accurately… so you KNOW which ad is working and which one isn’t… so you KNOW which ad is bringing in the cheap-o penny pinchers and which one is bringing in your IDEAL patient or client. You can drive all leads to a relational sales process that amasses business equity and leads and referrals and community.
The next step for you is simple.
If your advertising budget is producing disappointing leads, don’t blame the people selling you the ad space or the air time. (They know how to sell ad space and air time…. but forgive them…. They don’t know SQUAT about making sold ad space or air time profitable for anyone else but THEM.)
Contact me directly at michelle@bmichellepippin.com and schedule a complimentary audit of your best marketing opportunities to get YOUR CLIENTS in HERE — where YOU get paid. (Depending on response to this offer, if availability is reached, those not receiving a complimentary audit will get my “Why Your Ad Didn’t Work” report. A brief overview of the report can be found here.
So, email me. Let’s talk ad budgets, marketing strategy and other “stuff” relevant to YOUR bottom line.
