Just because you can stay busy enough without advertising, doesn’t mean you shouldn’t be doing it. Here’s why:
1.Avoid panic spending
You get better value from your advertising efforts when you plan in advance.
If you leave your advertising until you’ve run out of work you are likely to make rash decisions and end up spending more money than you need to.
Often people will spend loads on advertising all at once and go from having no work, to having too much work.
The time for advertising is when you are busy. This way you’ll never have quiet periods.
2. Reduce stress
Having a steady stream of new customers makes your business more secure and reduces stress!
If you’ve ever been lying awake at night wondering where your next sale is going to come from it is likely because you don’t have a reliable and consistent marketing plan.
3. Adds credibility to your business
The reason businesses use the term ‘As seen on TV‘ is because it adds credibility. Consumers assume that a business that spends money on advertising has nothing to hide and is unlikely to run off with their money.
4. It makes you look successful
Some people tell you that advertising makes you look desperate for work.
This couldn’t be further from the truth. Apple advertise, McDonalds advertise. Are they desperate for business? Of course not.
Consistent advertising makes you look professional and successful. After all, in order to pay for that consistent advertising you must be a successful and profitable business.
It is panic advertising that makes you look desperate.
5. It builds awareness
The more advertising you do, the more likely you are to be recommended. This is because you will always be top of mind.
6. Advertising build brand loyalty
Not all advertising has to be ‘buy my product NOW’ or ‘HIRE ME NOW’.
Sometimes simply reminding people of the great services you offer can improve your brand image and lead to more work.
Think about how banks advertise. They rarely talk about their monthly fee bank accounts. Instead they talk about the community work they do or the free services they offer.
7. It makes it harder for your competition to steal your customers
If you don’t advertise, but your competition does, then over time people will start to forget you exist.
You will no longer be top of mind for a lot of people.
If you want to stay in consideration, then you need to make sure you are advertising at least as much as your competition.
If you don’t, then your competition will start taking your customers.
8. Educating the customer.
I can’t say it any better than Steve Jobs, so I’ll leave it at that.
“A lot of times, people don’t know what they want until you show it to them.” – Steve Jobs
9. Build a better bank of regular customers
As wonderful as your regular customers are they will not last forever.
Every year any business should expect to lose 10-15% of their regular customers. This can be for several reasons out of your hands.
Through consistent advertising you can replace this 10-15% with higher paying clients.
Basic supply and demand means that if you have lots of customers who want to work with you, then you can be very choosy on the type of client/work you take on.
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