By Norton E. Warner

The following is an excerpt from the book David Can Still Beat Goliath, by Norton E. Warner:

Most advertisers see all ad media as performing the same function: getting the word out. The goal of most advertisers is to reach as many people as possible, believing that the medium chosen makes little or no difference as long as money is being spent on advertising. Such assumptions and practices produce nothing but ineffective advertising and wasteful spending. All advertising media can be effective, but they work differently and perform distinct functions. A common mistake is to develop a budget and then spend it on advertising without any thought as to which medium offers the best solutions for advertising and promotional needs. Many enterprises assume that the longer the list of media used, the more people they reach and the more effective the campaign. Quite the opposite. Even the most prosperous companies have budget limitations. Buying a little advertising from every sales rep who calls on you is a waste of your advertising budget. Concentration of budget on the best ad medium for you is critical to making advertising work for you.

Norton is the author and creator of Marketing Firepower. Five decades helping businesses develop strategies, create campaigns, identify and target the most profitable customer and proper budgeting advice have all contributed to the Marketing Firepower information. Norton created Marketing Firepower to make his experience and success strategies available to businesses around the world.

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Tags: concentrate and sell, david can still beat goliath, advertising, media, marketing, budget

By Van Coker

If there is one undeniable truth in small business advertising, it is this: Business owners are more concerned about the media they choose than the message they choose to communicate.

If you don't believe me, just stop by your local coffee shop early in the morning. Ask one of the business owners enjoying his or her morning cup. Entrepreneurs are easily identified. They are always up at the crack of dawn, (probably because they just can't sleep) and the last people on the planet to put head-to-pillow. Always thinking. Always worrying. Always looking for a better way to attract customers. Always quick to offer an opinion regarding the advertising media. Which media works poorly...and which do not work at all.

They've tried absolutely everything under the sun with limited success. Newspaper, television, radio, yellow pages, billboards, pens and pencils and door-to-door coupons. They've spent money on quarter-pages, half-pages, full-pages. They've written checks for cable and local affiliate television. They've tried to connect with every radio station's morning-drive, afternoon-drive, and day-time listeners---even the overnight crowd that can't sleep, either. The yellow pages rep told them their troubles would disappear if they would simply "buy a bigger ad" and "add color." While every other media sales rep advised they were "just not reaching the right people."

Before you spend another dime attempting to attract customers to your business, consider---the message. Is the message in your ad...commercial...billboard...or whatever of any interest to your most likely customers? Does it offer anything of real value? Does it communicate what you can do for them? Is there anything in your message that might cause me to consider doing business with you? Or are you just one of the many "friendly"..."courteous"..."bigger selection" and "whatever your (fill in the blank) needs" businesses that offer nothing of any real consequence?

Don't get me wrong. Your choice of media is a very important decision. But no advertising media can possibly work if your message is missing the mark. It is important to reach the right people...but you must also make certain you reach them with a message that makes a difference.

What about your message? Is it making a difference? Or are you just wasting money on insignificant drivel? If you're not sure, give me a call or send me an email at Marketing Firepower. I'll be happy to listen and offer some thoughts about how to make your message relevant.

Van is vice president of Marketing Firepower with decades of experience in helping small business succeed through the effective use of advertising.

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Tags: marketing, advertising, media, message