Small Business Advertising Basics

Before you advertise in any medium, however, consider your business and its industry. Think about your target market and your competitive position. What sets your business apart? What are the key benefits of your product or service? Advertising shouldn't focus on features but on benefits — what your product or service will do for the customer. Your audience wants to know what's in it for them.

Repetition is the golden rule of advertising. One-shot ads seldom work. In fact, research indicates that the average consumer ignores two out of three ads and requires nine exposures before they readily remember an ad. This means that you have to run your ad several dozen times to make an impact. Advertising has a cumulative effect; it takes time to get results. When it does, make sure you have the inventory and staff to handle increased demand.

Moreover, don't spread yourself too thin. Try one advertising medium at a time, and give it a chance to work. It's better to be dominant in one medium than to have a minimal presence in many.

Remember, an ad campaign is just one part of a larger marketing effort. Be creative and effectively consider your target audience: where they live, work, and play; the stores and restaurants that they frequent; etc. To effectively promote your business, use an integrated approach that combines advertising with public relations, direct mail, special events, trade shows, newsletters, brochures, and other marketing materials.