The Three Keys to Advertising Success

Advertising is very important to any business, large or small. When you break it down as far as you can, you find three necessary components.

1) Awareness - How does a potential customer find your business? They might see your store front sign, a friend might refer them, they may have a need and search you out, or they may see (and remember) your advertising. Of these, you only have control over your advertising.

2) Trial - What causes a potential customer to try your product or service? You have something they want or need. It is important that your ad appeals to the customer enough that they will make a purchase. It is your responsibility to have a product, service and offer that makes a person commit to a purchase.

3) Reinforcement - How often do you need to advertise? The industry standard is 7 times before your message begins to register with the average consumer. Repetitive advertising places your business in the minds of potential consumers increasing your sales and your customer base.

Your success is based on how well you execute these three.

Source: Advertising Research Foundation, 2003