Hey, Jamie here.
If you run a local business, say, you’ve got a brick and mortar shop, an office, a showroom, a restaurant, a practice, or you offer a service to a specific location,then, you’re gonna need to figure out how to get new clients and you’re gonna need to figure out how advertise what you do. That means that you might fall into the trap that thousands before you have fallen into, as well.
What’s that trap?
Well, we are all consumers as well as business owners, so we are subject to advertising and marketing. All the time, it’s all around us, but unlike Joe Public, we start to pay attention to it.
We start to look at it and think, “Oh, I see that as marketing.”
And look at the images, look at the copy and try and peek behind the curtain, see what’s going on, see what they’re doing and this can be bad.
This can be a bad idea because then we can feel like we need to compete. Or we need to copy or we need to model what these big brands, what these big corporations are doing. So, if you’ve stood waiting for a train, you see a massive billboard for Colgate or Virgin or Coca Cola, then you can think,
“Well, I need to get my name out, I need to,
“I need this brand awareness.
“I need more people to know about me.
“I need more reach.
“I need people to see me, people to know.
“If they only knew, if they knew about me, they would buy.”
The trouble is, what you’re seeing on these billboards is traditional or brand advertising. And if you go out trying to copy the big businesses you’re gonna waste a whole heap of money.
Well, because if you have a business turning over five or six figures, then you’ve got a whole different set of goals, a whole different set of objectives, a whole different agenda from a business that’s turning over seven, eight, nine, 10 figures.
So, think about the board of a massive corporation. Think about what they care about, what they’re trying to do. First of all, if you’re a corporation, your primary concern is to make shareholders happy. Next, you need to make the board feel happy and you need to spend your marketing budget and you go and try and make your project a household name.
You need to, you’re trying to win advertising awards. You’re trying to look good, you’re trying to be seen as clever and you’re trying to sell your product, so you’ve got all these different objectives.
Whereas, if you’re a really small business, if you’re a local business, maybe you’re a one-man band, a sole trader, then what you care about should be selling your product or service and that’s it.
You don’t need to worry about those other things ’cause that’s the most important thing for you. That’s the only thing that’s important for you when it comes to your marketing.
So, we don’t want to fall into this copycat trap. We don’t want to try and copy the big business, what do we do, how do we advertise?
Well, we use what’s called direct response marketing.
So, direct response marketing, in essence, is a set of rules and principles that we stick to whenever we advertise, whenever we market, and these rules are designed to make sure that every pound that we spend, we get more than a pound back.
It’s pretty simple, it’s a pretty simple concept, but it’s massively important. It’s a big shift in your business, if you can change to this way of thinking.
So, this is the first, this video’s the first in a series I’m gonna do about direct marketing. I’m gonna cover each of the key elements of direct marketing. I’m gonna explain what it is, why it’s important. And then how, specifically, to apply it to local business so that your advertising works. So that you can see it working, so that you show that it’s working, so that it’s accountable, so that every pound that goes out is accountable.
So, if you’re fed up of not knowing what to do, not knowing how to advertise or not knowing if it’s working, not knowing how to tell if your advertising or your marketing is working, then stay tuned for the next video.