As business owners we are often the worst judges for determining what to do with our advertising.
We're bad because we don't act like the typical consumer. We see ads that most people would miss because we are an advertiser. So all advertisements are relevant to us, ads that would not be relevant to the average consumer. And we read them more carefully, so we know them better than most.
Then we make advertising decisions like where to place the next ad based on what we do and see, not what our customers do.
So if you are debating where to place your next advertisement or what to say, remember these three things about advertising.
First: You cannot reach all of the people. No matter what you do, no matter how much you spend, there will always be some perfect customers for your business that never heard or saw your advertisement.
Second: That is okay because chances are they will know someone who has heard or seen your ad.
Third: Therefore, the most important thing is for you to impact the people you do reach well enough to make them want to tell somebody else about you.
Picking your medium is now easy.
Choose a medium in which you can create a compelling ad, one with a strong emotional connection to your potential customers.
Choose a medium where you can get your potential customer's attention and move her into action.
Choose a medium where you can tap into her powerful right brain, the side that deals with emotions and actions.
Choose a medium where you can paint a mental image so she sees herself doing exactly the behavior you want her to do.
Choose a medium where you can make a point that is relevant to her lifestyle and choices.
Choose a medium where you can afford to reach her often enough on a continual basis until she has no choice but to think of you first when she is ready for your product.
Personally, I like radio for that purpose. But that's because I learned how to write radio ads. An awesome graphic designer might have a different opinion.
No matter which medium you choose, the most important thing is to craft a powerful, emotional message that causes her to act. Anything else is just a waste of your time and money.
PS The quickest, easiest way to come up with a powerful, memorable, emotional message is to unlock your Core Values. Read more in my free eBook Understanding Your Brand. Then download the Branding Worksheet and get your advertising doing what you are paying it to do.