Have you ever heard the saying, "I know that I waste half of my advertising budget. The problem is I don't know which half!" It is this very philosophy that is prompting me to strongly inform you... advertising doesn't work! Let me show you why:
- There is no way to track effectiveness (or ineffectiveness)
- It's impersonal
- The target audience is too large
- It's costly to redo or improve
- There is no call to action
I know what you're thinking, "Isn't advertising and marketing the same thing?" Well, not really. Let me explain the differences. Advertising includes: commercials, billboards, radio, and newspapers. Marketing includes: emails, letters, postcards, and fax.
So how is follow-up marketing better than advertising?
- You can track response rates
- You can quickly change campaigns that aren't working
- You can specifically target your audience
- It leads prospects to an immediate sell
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