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Building Local and Global Brands!
Advertising Is An Investment!
It would be well if all business owners in the 21st century would remember the story of Andrew. Andrew decided to go overseas to work and after he arrived he realize that he would be there for more than a year. In fact, his responsibilities would mean he would be away from home for at least 10 years. Now that would be a very long time to leave his beautiful bride, Charlotte, home alone.
What would Andrew do? Surely, he knew all those single guys in the area would make their move to “turn her attention” away from him. In fact, no sooner than he disappeared from sight then 30 suitors began to “hit” on Charlotte.
But Andrew was a very wise man. He understood human nature. He had hired a man to drop by and highlight the virtues of Andrew everyday while he was away. Plus, Andrew emailed her pictures of him at work, eating lunch or dinner every evening and relaxing on week nights and weekends along with love poems. Therefore, Charlotte would never forget Andrew because she was not permitted to.
If he had to do all of that just to keep one woman from forgetting, think of the job business owners have to do to keep over 300,000,000 people nationally or tens of thousands locally, remembering. And make no mistake, any business owner or merchant who neglects his love affair with the buying public will pay dearly for that neglect when the mating season comes again.
What does advertising really accomplish?
Business owners have become so “intoxicated” with the idea that it pays to advertise that many of them mistakenly attribute to advertising some miraculous powers of selling goods and services. They look at advertising as some sort of “magical potion” of clever slogans and trick phrases that hypnotize readers into doing the advertisers’ bidding.
This misunderstanding of the selling power of advertising is responsible for a lot of waste of money and resources on effort. All of these misunderstanding of what advertising is about needs to be cleared up if advertising is to be employed effectively and targeted intelligently.
Merchants should understand that advertising cannot sell merchandise that people do not want to buy. Advertising to a specific market or group of customers with the products that solves their problems is what gets results. Remember, even then, advertising cannot succeed unless it is used continuously and non-stop. Advertising is a “marathon” and not a “sprint”.
Advertising really pays…
Advertising is not a shot in the arm … it’s a steady treatment over time and none-stop. Occasional advertising is not sufficient to win new customers or to hold the favor of the old.
The business owner who does not advertise is the man or woman who pays for advertising. He/she pays for it in the volume of business he/she loses … in the number of disconnected customers who buys somewhere else. Good advertising does not cost! Good advertising pays!
Good advertising brings back the original investment with profits along with it. Every business owner wants more buying customers. Hoping for more customers is not as effective as inviting (ads) more customers. Good advertising is like sending out dinner invitations to everyone everyday, every morning, every noon and every night and all in between. Will they come? You can count on it!
What does baseball teach us?
That’s why baseball season will come back next year. “Same old stuff,” you say. Same players. Same old strikeouts. Same pitcher. Same old hitters. Same old ballyhoo. Maybe a few new players with a little more thrills, but mainly the same old baseball game you saw when you were a kid. All right! All right! But every business owner should be required by law to go to a baseball game because of the GREAT ADVERTISING lessons it teaches.
Yes, the same old team and mostly the same old players doing the same things they did last year. But by the time you see the team next year over four million Americans will arrive in this funny old world, and that is why baseball season with those look-alike players in those look-alike uniforms will come back year after year.
Each year brings crowds of citizens who have never seen a baseball game in person, never ate those tasty peanuts, never saw the ball hit out the park or drank that tasty cold cola drink.
Citizens who don’t know who has that AlphabetCharm.com jewelry with their name on it, people who don’t know who have been serving the community as jewelers for three generations. Ask your friends and watch them scratch their heads!
Every year four million babies are born. Each year two million boys reach the stage where girls start “looking good” and they start shaving for the benefit of two million young women who suddenly become clothes-conscious and very cosmetic-conscious.
Year after year, in spite of everything, four million young folks will up and get married and start new homes. Everyday in every year new people become interested in ads of diamond rings, gold jewelry, appliances, beds, baby car seats, evening gowns, suits and dresses. Yesterday they weren’t interested. Today, they are. Tomorrow, other people will be.
Advertising doesn’t cost, it pays!
That is why it pays to keep advertising, and advertising, and advertising. The market is not static, but ever changing. Remember you’re not advertising to a grandstand (where people are just sitting and watching), but to a parade always on the move, always bringing new eyes over your ads.
Good advertising of good merchandise never loses it’s pull. Even if your message seems so familiar to you, to other readers it will be news … with a capital “N”.
The baseball game will come to town next year and there will kids who will be so excited to see the ball knocked out the park and drink their soda and eat their hot dogs and chips like the adults do. Other “sophisticated” ones will hold back their excitement while at the same time screaming inside at the same time.
It’s possible there are some people who have never been into a ball park and are amazed at the size of the crowd. It’s more possible that many more people ought to know more about your products and/or services that don’t.
So the runner just hit a home run and jogs around the bases and some eager voice will say, “So that’s a home run!”. His comment confirms what we already know, there are four million new Americans who have never seen a baseball game. The only way to deny these truths is to say, “There ain’t no such game as a baseball game.”
So say the business owner, “That’s old stuff, too. I’ve heard that before. What can I do about it?”
Advertising help is on the way!
For one thing, he can follow the advice that Alphabet Local Media recommends, advertise, advertise, advertise ALL THE TIME.
Remember Andrew, a wise man, would not let Charlotte forget. Like Andrew, don’t let anyone forget what your offer.
AlphabetLocal.com is available to help get the word out about your products and/or services and brings fresh eyes to see your offers. With hundreds of local U.S. cities and global cities in over 57 countries, Alphabet Local can get you more advertising exposure to connect with the buying public.
Contact us today for your Alphabet Local user-friendly well-designed and mobile-friendly connected ads plus customized real targeted advertising.
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