What’s the most horrific return on your business investment? Hint: It’s not your 401K.

Before you read the below, I apologize for the nausea you may feel after reading it. I’m just sick to know this happens to so many people. Also know, there are always solutions. Breathe in… now out again. Remember to keep doing that. Now, proceed.

Most companies spend money each and every month that only 14% of their potential market trusts enough to consider. Advertising. Las Vegas has better odds.

I wonder what the numbers are of companies that purchase advertising; get disappointed with their results; take a different advertising approach for the next ad (Yeah, this one is better), get disappointed again, and then have to cut corners on other business necessities because “advertising isn’t what it used to be.”

Does This Sound Like You And Your Company?
If it does sound like you and you feel you are getting fairly decent results, imagine if between 70% and 90% of your potential customers considered doing business with you instead of a paltry 14%. If you’re getting nowhere with your advertising, ask yoursel if you are targeting the small 14% of the people who would consider doing business with you in the first place. If the answer is yes, take a really critical look at your ad. On second thought, STOP. You could also take this shin stinging opportunity to do it right this time around. Be one of the “oh-so-few”

The fact is, no one likes to be sold anything.
Why then, do we spend so much money on advertising?

So What Makes A Person Buy From You?
When a personal acquaintances or friend recommends you to a particular furniture store, or a Realtor®, you listen. In most cases you will visit that furniture store when you are looking for new furniture. Likewise, when you’re either in the market for a new home or considering selling your home, you will go on the Realtor® recommendation of your friend or acquaintance. Opinions of others makes up 90% of the most trusted forms of advertising.

And what is the number one reason a person would buy from you rather than pick a number out of the Yellow Pages? Because they trust you.

Opinions Matter
Coming in as the second best form of advertising is consumer opinion. When consumers post opinions of a business, their services, or product on line, this makes up 70% of the most trusted forms of advertising.

The latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries is the company that completed the survey which provided the above numbers.

Are We Saying Not To Advertise?
Not we’re not saying that. We are saying that in order for your local internet advertising to be effective, you may need to take a step back and take your promotions in a different direction and to an all new level. This is extremely important for small brick and mortar businesses. Though it may sound bleak, it is actually good news. Most of your competitors don’t even realize what you now know.

It’s all about the consumer who has gotten a lot smarter and much more demanding. Gone are the days where a business could sell “Ice to an Eskimo.” Today’s consumers are focused on what THEY want and not on what the advertiser thinks they want. Yes, you still need an Internet presence. But no, you don’t need to spend thousands of dollars in advertising to get new customers.

The last thing you WANT to do, especially now, is buy more advertising. What you DO want is more customers. We do that.

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