Advice: Attracting New Customers
Advertising
Advertising is like a first date. You are doing it to move the relationship forward. You won't get a booking from an advert (unless you are very lucky) but you can get someone's attention to do something else.
This could be for the person to call a number for a free brochure, or to visit a website; remember it is an initial interaction designed to turn a monologue into dialogue. With that in mind, you should word your advert accordingly making the call-to-action (the thing you want them to do) clear.
When you advertise, be specific in your choice of placement. Don't advertise in the same places as everyone else as it gives the audience more to choose from and you will get lost. If you have been specific with whom your target market is, think of places where you should advertise so that this smaller, but more specific group, will see your advert.
The other key thing about advertising is to make it consistent and recognisable. Firstly, you need to apply your branding (if you have one) to the advert. Use the name you have chosen and appropriate phrases or pictures, but don't overload the advert with information, that is what your brochure, or website is for - make it clear and concise. Secondly, wherever you decide to place your advert, you need to give it at least three months to allow people to see it. They may glance at it the first time, second time they may register what it says, and thirdly they might take the details to call. And, if your advert is in a place such as on a bulletin board, make the call-to-action simple and easy to remember - they may not have a pen. The more options you give them, ie. Call this number or visit our website, the more likely they will contact you.