Small Businesses: Why You Need To Stop Making This Advertising Mistake

Let’s be blunt. It’s a fact that most small business advertising is a complete waste of money. The ads don’t make any money for the business, and even if they do the business owner often can’t tell if this is the case because he doesn’t track what kind of response he’s getting. In effect, he’s flying blind.However, there is a technique you can use to make your ads much stronger, and you don’t need to be a great copywriter or hire an expensive advertising agency to do it.What is this technique? It’s the use of a very powerful offer.In the end it’s the actual offer that gets the response, because this is the thing that the readers of the ad are actually buying. This is the thing that solves the problems they have, or it’s the thing that promises them a better life in some way or other. Even if the ad is badly written or boring, a good offer can make all the difference.So how can you make an offer that people will respond to?1. Make sure that your prospects know exactly what you are offering. Have you ever visited a website or read a newspaper advertisement and not been exactly sure what was on sale? If so, you know how important it is to tell your prospects (in very simple terms) exactly what you’re selling, and make it as easy as possible for them to get the goods. If you sell by e-mail, make sure you have a link that goes directly to the payment page. That way all that the prospect needs to do is click on a link and hand over the money. If you’re selling from a newspaper advertisement, spell out exactly what the prospect needs to do to buy: “Call this number and ask for…” You get the idea. Do this and you get rid of a lot of the reasons that stop people from actually buying.2. Give a great guarantee. A lot of adverts will say something is guaranteed, but they don’t spell out exactly what the guarantee means. The whole point of a guarantee is to take away risk from the prospect, something often known as risk reversal, because it means you take the risk instead of the prospect. Many people are wary of buying, and a really good guarantee can make all the difference. This can include free trial periods, or double your money back if not satisfied. Don’t give them a reason to say “No”.3. Make your offer limited to a certain extent. Essentially, this means selling only a certain number of that particular product. You’ll be amazed at how this can really increase demand, because when people know something is limited… they want it even more. This is especially effective when the product is of very high quality and carries a premium price, because a limited number available adds even more to the desirability.This isn’t to say that you don’t need good copy in your adverts, but just by following these three simple steps you can increase business more than you could imagine.