In any properly controlled advertising program, there are TEN essential components. Typically, nine of the ten are missing!
It’s not that their advertising won’t work. It can’t work! Any occasional success they have will be due more to good luck than good management. And they won’t be able to repeat it, because they don’t know why it worked.
Here are the Ten Essential Components and how they interact in a properly planned and managed small business advertising program.
For the vast majority of small business advertisers, the process begins and ends with the execution – the ad itself. Too often, the whole process starts when an advertising sales rep walks through their door.
Can you see now why, if ANY component is missing, ALL the components after it are unlikely to work properly? This is especially true of the three long term planning elements. Without them, it’s like trying to drive a car with no road map and no transmission.
Even if they have a Business Plan, it’s almost 100% certain that it’s not a REAL Business Plan at all, but an over-complicated, irrelevant, unworkable document based on BIG business planning methods — which won’t work in small business. (These are usually just a sales pitch for funding, so they’re actually just a part of one of the four sub-plans of a REAL small business Business Plan!)
Even if they have a Marketing Plan, it’s almost certainly based on the BIG business marketing model — which is hopelessly inadequate and dangerously misleading for small business… by definition!
But there’s no law that says this has to be the way for small business. There is a solution, and it’s simple, practical, powerful and affordable. And it’s readily available from The Profit Clinic.
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The simple, practical, affordable solution |
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This page updated 23 August 2002.