Before You Advertise

You’re under advertising.

You might be the exception to the above statement.

But that doesn’t change the fact that most small businesses under advertise.

So, you probably need to advertise more. However, before you spend a single dollar buying audience, (A.K.A. advertising) here are some questions to ask yourself:

  • If my advertising works, do I have the capacity to handle a higher volume of product or clients? (Business logistics)
    • For products: Do I have enough cash reserves to float the time between buying inventory and getting paid for sold inventory?
    • For services: Do either I or my current employees have available time in the week to absorb more clients?
    • Am I able to hire more people to match growth?
  • Do I have something to say that’s worth saying? (Messaging)
    • If it’s worth saying, is it also believable?
    • If it’s worth saying and it’s believable, is it also entertaining?
  • Have I calculated my advertising budget? (Media)
    • Do I know on which media my budget will buy effective repetition?
    • Can I afford to advertise at that level of repetition 52 weeks a year every year?
  • Have my employees been trained to maximize the effectiveness of my advertising? (Business Culture)
    • Does the way the phones are answered, emails are worded, and customers talked to align with and reinforce the brand?
    •  Do the inanimate aspects of my business such as colors, lighting, logos, fonts, and building/vehicle care align with and reinforce the brand?

If the answer to any of those questions is no, then figure out how to make it a yes before you buy advertising.

You’ll make each of your advertising dollars punch harder, sprint faster, soar higher.

You’ll gaze upon new horizons.

 – Zac Smith, VC