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How to advertise in nine easy steps!

by Deacon Webster

Advertising is not complicated. The Ad Industrial complex wants you to think it is. Don’t believe it. I’m going to tell you exactly how to do it in nine (not even 10!) steps. It’s all you need to know.

How to use advertising to drive sales:

1. Reduce your message to a single thing that you want to say. It needs to be true to your brand and it needs to be simple to understand. This part is hard but important.

2. Say that one thing in a way that’s unforgettable.You want the most memorable idea you can possibly conjure – it’s fine if it’s weird, maybe even better. Memorability is the name of the game, if you fail at this, the rest is academic.

3. Spend what you need to spend to bring the idea to life properly. There is no such thing as “non-working dollars.” Production value matters, and it affects the way you are perceived.

4. Utilize mass media channels: TV/CTV, YouTube, Out of Home and Instagram video. You want your memorable ad seen and talked about. Make it feel big.

5. The only form of targeting you should use is geo-targeting. Ignore all the other targeting bells and whistles; they don’t work, reduce your available audience, and add cost. If you don’t have enough money to run nationally, do it locally, reduce the number of markets. Keep narrowing the aperture until you can afford to run in the right places at the right levels. (More on that here)

6. If you’re going to drive demand you need to be prepared capture it. Allocate 30% of your budget on lower funnel channels like search, response ads and on-premise messaging that helps convert sales.

7. Things to ignore:
a. Engagement metrics – they mean nothing. You are looking to sell things, not coax smiley emojis out of people
b. Negative comments – Everything that’s at all noteworthy generates hate mail. Think of something you love – you can bet somebody out there hates that same thing. If you don’t have haters, you don’t have fans.
c. Attribution: We are not looking to make a sale right this instant, we are looking to be top of mind when a sale is imminent. Don’t bother trying to figure out which exact ad caused a customer to buy, it was probably a combination of ads, and a thousand other things that influence a decision.

8. Things to pay attention to: Sales. That’s it. It’s the only reason to advertise. BUT you need to give your advertising a moment to work. Think about how long it takes you to buy something you’re meaning to buy. It can take days or weeks or months depending on what it is. Be patient.

9. Re-invest. If you believe advertising drives sales, then it should be obvious what happens when you stop spending.

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How to advertise in nine easy steps!
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