There’s a famous quote by Mark Twain:
“The spider looks for a merchant who doesn’t advertise so he can spin a web across his door and lead a life of undisturbed peace!”
The business owners should always remember this quote if they want to grow their business.
There is a myth in business that if one has great products, excellent customer service… then why need to spend money on marketing and advertising.
I agree that without a great product and excellent service it’s almost impossible to survive these days.
Also, I agree that no advertisement can beat word of mouth publicity and referrals.
But one needs to keep pushing their products if they want to grow and expand their business.
That’s why advertising becomes a critical part of the overall marketing plan.
But it doesn’t mean that you should advertise blindly especially if you’re running a small business.
You should apply the scientific approach in advertising. I mean to measure the performance of your ads to see what is working and what is not working.
Also, select only those media where you can test your ads and see the results of your efforts.
I’ll end this email again with a famous quote. This time by a legendary Copywriter (the person who write ads), John Caples.
“Every single element in an advertisement – headline, subhead, photo, and copy – must be put there not because it looks good, not because it sounds good, but because testing has shown that it works best!”
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Vibhor Asri
Publisher & Editor
Persuade and Grow Rich
