Publicity for Growth and Profit

27 October 2010

One of the things you'll work hardest at in your business is marketing your brand and trafficking your products and/or services. Even if you manage to become successful, the marketing doesn't stop there. When's the last time you've gone a week without seeing an ad somewhere for McDonald's or Coca-Cola? For ultimate growth and profit, it's all about publicity.

Realistically, you're probably not going to be the next big thing like a Coke. This isn't anything you don't know; and the sooner you realize you'll never become one of the world's biggest players, the sooner you can get everything in to perspective and start working on your business to achieve one goal at a time instead of the pipe dream of world domination.

That's not saying you won't end up being a big player, but approach marketing with a sense of realism. All you're looking to target here is your market i.e. the individuals more likely to purchase from you because they need what you're offering. If you can get a handle on this, then you can start to publicize your business for some quick growth and ultimate profit.

When you speak about publicity, you're obviously speaking about being seen advertising. Making the best use of your ad dollars and efforts will make or break your chances for success.

Look at it this way. If you were to purchase ad space in a lingerie catalog for a winter coat, how many would you expect to sell? Okay, so maybe you wouldn't go that far off the grid with your advertising, but that analogy just paints the picture that you need to advertise to your market and not simply any broad base, and definitely not to another niche market.

Trying to sell tofu blocks to a butcher's shop is suicide in business. Keep this principle in mind as you start to increase your advertising.
Now, of course, if you're advertising on a broad base where everyone has a chance to see the ad, and it's a non-specific, encompassing source, then that's perfectly okay. Like advertising in newspapers and on TV enough people are going to see that some are bound to be your potential customers.
Publicity brings growth and profit because it's getting your product and your business out there to people. However, it has to be done right if you're expecting to earn any sales from your efforts.

Be sure that you're always working carefully to construct your ads. Make them succinct, colorful, and put a call to action in there. You also want customers to feel as if they need your product and/or service, and you must have the confidence in your product to speak honestly about it.

The Internet is obviously a great place to advertise. Gonzo advertising, like taking to the parking lots and posting wild and crazy videos, can also create a buzz.
You're going for publicity here, and as long as your ads do your business justice, then make sure you're seen be as many (hopefully product-related) customers as possible.