Planning your ad
Sometimes we try to "pack" so much in that we make the message fuzzy. Stick to one idea/one thought. Know what you want and
create a message that says that.
Make sure your FULL name, phone number and website are clearly visible
Whether it is fontstyle, coloring or other make sure that it is repeated- that is why logos can be so powerful.
State your message immediately. Make sure you balance copy with white space. Read your message aloud- it is easy to remember
and repeat? Does your message get across?
Focus on benefits
Remember the client is the consumer- speak to them using words that tell them how they will benefit. It's all about THEM and
their perceived reality!
Measuring the effectiveness of your marketing efforts
Ask your clients
This simple question is rarely asked but can yield results- this can be done at the end of every appointment or simply put
a sign by the front desk. All you need to do is "track" the responses.
If a call to action is included you can measure the response- whether it is scheduling appointments or calling for more information.
Basically are things now an easier "sell"... do clients not ask as many questions or more importantly ask for a service outright.
Individual ROI for effort
This is especially important as you need to know if the $'s you spent are paying off- remember for some marketing which is
essential "image building"- this is hard to quantify. The best way is to compare based on when the marketing was done to weeks
where it didn't occur. So for example- let's say that you sent out a quarterly newsletter- you should compare sales or calls
for the week or two after the newsletter to sales/calls from the previous quarter or year. Remember these changes aren't necessarily
dramatic- it might only be a small % difference. Then "test" the theory. Image building marketing- keeps you TOP of mind.
Ayling, Stuart 7 Ways to Evaluate Your Marketing Plan
Do you know the results of your Advertising? From U.S. Small Business Association