What's in it for you?
Most small business advertising programs focus on the advertisement ONLY, not
the marketing and communication strategies that should be driving it. The
effect tends to be like changing the colour or accessories of your car when
it’s the engine and transmission that are faulty… or missing entirely!
This unique program focuses on putting you in control of the HIGH leverage
aspects of your advertising that count most – and which only YOU, the
owner — are capable of controlling.
It teaches you to make the best use of available resources for handling the
LOWER leverage aspects that you’re NOT capable of controlling, but for which
the media’s creative and production people have the skills, the experience
and tools to do faster, better and cheaper than you can.
Here’s
a short list of the features and benefits you’ll enjoy…
1. FOCUS on YOUR areas of COMPETENCE and CONTROL
- Focuses you away from your areas of incompetence (and, too often, conflict with your local media’s experienced creative and production teams) and focuses on the areas that only you are competent to handle – IF you know the right things to do, and the right reasons for doing them. (You’ll know with this program.)
2. PLAN AHEAD for more predictable results and better leverage
- Promotion opportunities are
identified well in advance. This means much better likelihood of you enjoying
worthwhile, ongoing results from your advertising.
It also enables you to form strategic alliances with other advertisers for much better and cheaper results (these can boost confidence amongst the participants, pooling of strengths and reduced risk).
3. BRIEFING for better results, less wastage, less stress and less cost
- Better communication between you, your media rep and the media’s creative and production people. Increased likelihood of successful results. More co-operative approach. Less stress due to confrontation and misunderstanding. Combining strengths.
4. MONITOR and EVALUATE for better results
- Planning, recording, monitoring, measurement, evaluation and modification based on actual results helps fine-tuning of your ads for long-term improvement in results.
5. Accurate insights for clearer understanding of roles
- By clarifying the REAL roles and responsibilities of all parties in the advertising process, the program helps to establish more co- operative, less confrontational relationships between you and the media. It allows you to combine your true strengths, and focus on fixing the problems, not fixing the blame!
6. Better education means more control
- Better educated advertisers produce better advertising results, because they understand the right things to do and the right reasons for doing them.
7. Strategy focused for better results
- Strategy-driven advertising produces measurably better results over time. You’ll discover simple, easy-to-use models and tools for developing powerful, targeted strategies.
8. Higher leverage cuts time, cost, stress and boosts results
- The program shows you how to be focused on doing the right things for the right reasons. You waste less time, money and resources on doing the right things for the wrong reasons, the wrong things for the right reasons and – most frequently of all – the wrong things for the wrong reasons. (No? See the tests!)
 |
What does the program cover? |
©1998 The Profit Clinic. All rights reserved.
This page updated 23 August 2002.