| Whenever I get a chance to answer emails from | | | | Because the ad was displayed to a target |
| small business owners, they usually come to me | | | | audience already the audience was already pre |
| with the big question; why am I failing. And I look | | | | qualified to see your ad. |
| at them and I just wish we were in the matrix | | | | Too see this in action; |
| and I could give them a quick download of all the | | | | Take one fishing ad. And take one Fishing shop. |
| information I have for then and then that | | | | Michael decided one day he was sick of breaking |
| question would never rise to their conscious | | | | even each year. Then one day he had a |
| thought. | | | | revelation and he asked himself the question; |
| However, it's not the future just yet (but don't | | | | How do I increase my business from a $50,000 |
| you worry having spent 4 years studying as a | | | | business to a $100,000 business? (hint, hint) |
| Medical Engineer I am well aware of where the | | | | What do you suppose he would do? |
| technology will take us and, the matrix days will | | | | He realise he had too get smarter than his |
| come). | | | | competition on this subject. Up until now he had |
| So for now I will convey my concepts the old | | | | only been advertising in the paper and that is |
| fashioned way through word and mouth. | | | | when it hit him not everyone is a fisherman so as |
| The problem is small business owners are asking | | | | a result over 80% of his money would be spend |
| themselves the wrong questions. | | | | on people who don't have the slightest interest in |
| If you ask the question "How come my small | | | | fishing. That means you are only making money |
| business is failing?" Your mind will look for reasons | | | | on 20% of you advertising budget. And I'm sure |
| for your failure, or something or someone to | | | | you have heard of the old 80, 20 rule. |
| blame. | | | | So if Michael wants to increase his business he |
| Read on and I will tell you what the right | | | | needs to smarten up his advertising campaigns. |
| questions you have to ask yourself. | | | | This is why the Magazine became so popular |
| But for now the common reasons people find | | | | because it allowed businesses to only advertise to |
| their failure are: | | | | their target audience. These days it seems logical |
| "We don't have enough leads to make more | | | | to advertise a fishing rod in a fishing magazine. |
| money." | | | | However, like I said in the 21st century |
| "We don't have the funding to spend more | | | | advertising costs are higher than ever and thus |
| money on advertising too generate the potential | | | | the ROI is only shrinking. |
| customers for our business." | | | | Next came along Radio and TV. |
| And you know what? | | | | Again, in the case of Michael's Fishing company; if |
| It's true advertising cost are going up and thus | | | | he was smart enough his advertising would only |
| the profit margins are getting smaller and smaller. | | | | go live when the fishing program was on. For the |
| So how can this problem be tackled? | | | | same reason not everyone was interested in |
| Before we will answer this question we must go | | | | fishing!!! |
| back in time to before the 21st century and | | | | Which brings me to an important point, that I |
| analyse how small businesses back then used to | | | | constantly see small business pour thousand of |
| acquire customers. | | | | dollars into and it gets them nowhere; unless it is |
| Before the millennium ticked over small businesses | | | | just out side you business door, never ever put |
| acquired their customers through media in | | | | up a random bill board promoting your product or |
| chronological order starting when the first print | | | | service because not everyone is interested in |
| came out and the Newspaper became the main | | | | your product or service. |
| source of communication. Small business would | | | | The trick is too get your advertising message too |
| place their ad in the paper and the customers | | | | the right people without interrupting everybody |
| would start flowing through the doors. | | | | else's day. |
| Then came along subject orientated Magazines | | | | If you can do this then you can spend your entire |
| which was a big breakthrough for small business | | | | advertising budget on the types of media that |
| because it had an increased ROI (Return on | | | | draw in the highest ROI and thus make money |
| Investment) compared to the newspaper. | | | | for you and your family. |
| Why was that? | | | | |