The Truth about Advertising
There are many reasons that most Advertising does not work (despite the efforts of the newspapers and magazines and certain 'publications' to convince you otherwise.)
Of all the reasons that you want to be terribly careful with advertising - one reigns supreme.
That reason is 'wastage.'
The principle is very simple.
If you advertise in your favourite newspaper or magazine, there may well be people who see you ad who will respond. But to get to those people, you're also paying to reach hundreds, probably thousands of people who have absolutely no interest in what you're offering.
Paying to reach these people is the 'wastage.' The cost of reaching them, just to get through to the handful who do respond, is what makes most advertising a huge waste of money for most small business owners.
Now imagine this...
What if there was a publication where every single person who saw your ad had a strong interest in what you have to offer. In addition, this publication doesn't even charge you for showing your ad. They only charge you when someone responds to your ad.
A few years ago this seemed like business fantasy. Now, it's very much a reality in the form of Pay per Click Advertising, pioneered by Google.
With Pay per Click, you are only reaching people who have an interest in what you're offering (because they've searched for it on Google.) In addition, you only pay when someone clicks on your ad. If that wasn't good enough, you decide how much you're willing to pay.
That's the good news. It's why the Google founders are billionaires and it's why Pay per Click may be the most important Marketing development you will ever use to get customers into your business.
The bad news, is that if it's not done properly, Pay per Click can also be a huge financial drain.
Having experienced the power of this first hand and helped hundreds of business owners with it, I have to say it is totally beyond my comprehension how anyone can run a business without getting great at Pay per Click.
