How to Choose the Right Advertising Media - BusinessTown

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How to Choose the Right Advertising Media

If money were no object, it would be easy to decide which advertising medium to go with—all of them! Unfortunately, the reality is that even with a hefty advertising budget, it is a challenge to create memorable advertising. So, unless you have truckloads of money to spend, you should try one media option at a time.

What works for one product or service may not work for the next. There are so many different variables that can affect the results of an advertising campaign—from ad copy to the weather. You will simply have to test the effectiveness of your message in each media to find the best vehicle for promoting your product. Advertising is an art, not a science!

Where to Start?

The first place I’d look to test advertising is where my competitors are advertising. I wouldn’t assume that I would get great results even if all my competitors were advertising there, but I would assume that my odds are better than any other place. Sometimes customers tend to specifically go to places where they think they can find a lot of ads.

For example, customers looking for local service work might look at the service advertising section of the local weekly town newspaper or if considering buying a car they might check the car ads in the Saturday morning newspaper. Now you’re probably thinking, won’t the customers just search on the Internet? Maybe yes and maybe no. Are your competitors spending lots of their ad dollars there? If so, it is a good indication.

Really, Really Cheap

Another type of advertising I might test next would be really, really cheap advertising. In my first business, Bob’s Rent-A-Bike, it was a crudely drawn poster placed on a bulletin board. Maybe passing out flyers in a busy city center or placing them on car windshields would work for you.

Precise, Pinpoint Advertising

Then I might think how can I get the most mileage out of my advertising by zeroing in not just on prospective customers, but on prospective customers who might have a much higher propensity to buy from me than the average consumer. For example, if I were running a house painting business, I might walk up to every single door in the neighborhood and leave a flyer not only offering our services but also noting that we are just completing work at “your neighbor John Smith’s house at 99 Main Street” and “would be happy to give you a free quote while we are in the neighborhood.”

In fact this “while we are in the neighborhood” advertising approach is regularly employed by large cable and phone companies trying to line up new customers.

Use Internet Search Advertising to Pinpoint Your Audience

Internet search advertising is ideal for pinpoint advertising. Here, too, one key to success may be zeroing in not just on prospective customers but on prospective customers who have a higher propensity to do business with you.

Let’s say you have a retail store in Boston selling a wide variety of bicycles. You might find that buying the keywords on an Internet search engine of “Boston and bicycles” barely gives you enough response to break even on your advertising budget. But maybe you find that because you have an above-average selection of mountain bicycles, buying the keywords “Boston and mountain bicycles” will make your advertising response rate dramatically higher.

Match Your Advertising to Your Audience

Maybe only certain media can reach your core audience. How can you reach college students in Chicago, for example? They don’t tend to read the local newspaper or watch the evening news. You could try to reach certain radio stations that match their demographic. Or you could consider transit advertising.

Driving People to Your Website

Next, I might give extra effort to media that can most easily drive traffic to my website. Even for a tiny business, I would make sure that I have a great website that really “sells” new customers on the idea of doing business with me.

Of course, any advertising media can get people to click on your website. But without a huge budget, the easiest way to get people to your website is generally to reach them through a media where all they have to do is click and be linked to your site. Internet search ads, Internet display ads, social media posts, Internet publicity, and email allow someone to click through to your website.

Matching the Product or the Message to the Advertising

Many products and services are ideally displayed on television, and with local cable television, even small local companies can afford cable. But the cost per thousand is typically very high in comparison to other media. So the question becomes, “Does my product or service benefit enough from television to justify the premium cost, or will another media suffice?”

I would have thought an obvious candidate for television advertising is furniture. Doesn’t seeing it really make all the difference? Maybe not. In the Boston area, the most successful furniture retailer, Jordan’s Furniture, skyrocketed their sales not on TV advertising but on radio advertising. But their advertising didn’t focus on describing their products—it focused on their message and their one-word unique selling proposition: “underprices.” Low everyday underprices. If your basic message is price or something else relatively simply conveyed in a few words, then you don’t need to spend the premium money required for television ads.

Maybe you have a message that takes an unusually high degree of impact to get any response at all. Perhaps you need to buy extra long TV spots? Or maybe you need to send out elaborate direct mail packages?

Take a Wide Sweep

Finally, I would tend to test a variety of different media with a variety of different pitches. But for small business advertising, I would have one constant: all of my advertising would not be aimed at building an image for tomorrow—instead, it would be 100 percent aimed at getting a sale today.

And even when I found an advertising media or two that seemed to work okay, I would keep testing other approaches with very small amounts of money. Perhaps you will find a dramatically better solution, or perhaps the advertising media that is working okay today will not necessarily work so great in the future.

This is advertising. The only given is uncertainty!

Takeaways You Can Use

  • Look at where your competition is advertising.
  • Sometimes cheap alternatives are perfect.
  • Match the advertising to the audience, and match the product to the advertising.

Bob Adams

Bob Adams is the founder of BusinessTown the go-to learning platform for people starting and running their own businesses. Bob has started dozens of successful businesses, including one he launched with $1500 and sold for $40 million. He also has an MBA from Harvard Business School.

BUSINESSTOWN’S #1 BEST SELLING COURSE

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 Try it risk-free for 60 days. You can try the whole course and then decide if it’s right for you. If you don’t love it, I’ll give you a 100% refund.

 You so inspired me that I started a business and have started receiving orders. Your videos about how to pick a business to start really got me going after I followed your steps to a tee. Thanks so much!

Bill Bennett – Business Owner

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Follow my step-by-step process that will get you on your way to business success. It will be like having a business coach by your side at all times.

If you want to start any size business or any type of business.

Start-a-Business 101 will help you start any size of business from a one person home-based business to a larger business. And it will work for any type of business including all service businesses, product businesses and Internet businesses.

If you want to become a knowledgeable entrepreneur.

By watching just one video lesson a day, you will quickly become a knowledgeable entrepreneur. You will be ready to start your own business now or at any time in the future.

Hi there, I’m Bob Adams.

I’m a serial entrepreneur and self-made multimillionaire.

I’ve started dozens of successful businesses of all types and sizes including … bike rentals, house painting, employment service, retail business, multimedia company, book publishing, tourist maps, job fairs, Internet businesses, software business, employment advertiser, and used boat sales. 

Most of these businesses I started in my home on a very small budget. 

My biggest success is my book publishing company that I started in my basement apartment with just $1500 and later sold for $40 million. 

I’ve learned what really matters in business. I’ve discovered the concepts that make or break businesses. And I’ve used them to build one successful company after the next. 

Now, my mission is to share what I learned with you – so that you can succeed in your own business. 

That’s why I created Start-a-Business 101.

Success = recipe + ingredients

In Start-a-Business 101, you will get my exact recipe and ingredients for success. I will show you what to do at every step in starting a business. 

You’re not going to go through years of trial and error. 

You won’t have to make mistakes or learn anything the hard way. 

Because the recipe for business success is waiting for you in my course, Start-a-Business 101

In this course you will get the same proven strategies and tactics that I used to create my successful businesses.

My books and courses have been featured in…

Start-a-Business 101 will show you exactly what to do at each step of starting your business.

You will get proven strategies, real-life examples, ready-to-go templates, checklists and worksheets to help guide you along and save you time. 

You won’t have to guess what you should do next or if you are doing things right.

 You will be following the best advice available today. 

You will be getting the same techniques and strategies that I used to build one successful business after the next including the one I started with $1,500 and sold for $40 million. 

You will put your startup on the fastest and most proven path to success.

Here’s the course for your new business journey. Beginning entrepreneurs will hugely benefit from Start-a-Business 101. The videos clearly explain each element of building a new business. The advice is savvy and on point throughout. I highly recommend it for anyone involved in any kind of startup.

Rick Williams – Managing Director, Williams Advisory Partners LLC

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Get instant access to the entire course, including all the video lessons, all the tools and the discussion board.

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Watch just one video lesson per day and you will complete the whole program in about 10 weeks. Or you could even binge watch the entire course in one weekend. It’s up to you!

Full lifetime access

You can access the entire course as long as you want and as many times as you want. For example, you could go through the entire course to quickly build your entrepreneurial knowledge. Then you could go back to specific lessons as you are working on various aspects of your business.

Watch the overview video

 I found great value in the BusinessTown courses. The program is comprehensive, covering everything…It’s like having a team of experienced advisors available 24 x 7.

Dan Sterling –  Founder, Water Hero

Start-a-Business 101 gives you everything you need to start your business.

Rock-solid advice

You will learn my proven strategies and tactics for starting your own successful business.

Easy to follow videos

You will be guided step by step through the whole process by 76 short and easy to follow videos. 

 Business tools

You’ll also get 46 downloadable templates, worksheets and samples to guide you along.

  Start-a-Business 101 Course Content

1.  How to get started with your business

2.  Discover hundreds of great business ideas

3.  How to choose the best business idea for you

4.  How to validate your business idea

5.  Find the perfect name for your business

6.  How to choose the best legal entity for your business

7.  How to create a powerful competitive advantage

8.  How to create your business plan

9.  How to do your accounting and financial statements

10.  How to get the money you need to start your business

11.  How to create your marketing and attract customers

12.  How to build your online marketing presence

13.  How to make sales and land your first customers

14.  The Small Business Toolkit

15.  The Discussion Board

Every step of the course is filled with videos and companion tools to show you exactly how to start your business.

Start-a-Business 101 includes 46 templates, worksheets, checklists and samples

These tools will save you a lot of time, keep you organized and further guide you along the way to launching a successful business as soon as possible.

Fill-in the blank templates make it easy to plan your business.

Watch sample videos

Looking for a business idea? Discover the critical questions that you must ask to find the very best idea for you.

Learn how to create a one page business plan – the most important document for starting your business.

Learn how to find the best customers for your business.

Discover how to create a unique sales message for your business.

   Having run across your videos was a godsend to me. Your method provides me the structure I need to be successful. I am willing to put in the work to go through your complete course which so far has been incredibly helpful.

Phyllis Marks – Starting an Online Business

Will Start-a-Business 101 work for me?

This course is made for you:

  • If you want to generate a new income stream.
  • If you don’t have a business idea yet but want to be your own boss.
  • If you have an idea but are not sure how to get started or what to do first.
  • If you are ready to get started but want to make sure you are doing things right.
  • If you want guidance from someone who has done it before – multiple times.

Start-a-Business 101 will work for all types of businesses. And it will work for all sizes of businesses from one-person home-based businesses to larger enterprises.

Don’t have an idea yet? No problem. I will give you my 6-step process for quickly finding a great business idea. Plus I’ll show you hundreds of my best, money making business ideas, along with my insight on each one.

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You will learn how to plan your business, how to get the money to get started, how to do marketing, how to do accounting, how to make sales, how to set up your website and much more. You will have access to all my tools – including worksheets, case studies, checklists and templates – that will save you time and money.

I can promise you that you will get the very best strategies and ideas available today. You will get the exact techniques that I used to build my businesses, including the one I sold for $40 million.

Still skeptical? I get it. Sometimes you have to see it to believe it.

I got you covered. You can take this whole course completely risk-free.

You can test drive the entire course for 60 days.

That’s right. You can have full access to the whole course for 60 days. If you decide it’s not for you, or if you don’t love it, I’ll give you a 100% refund. No questions asked.

I can’t promise you that your business will absolutely succeed. No one can.

But I can promise you that I will give you the very best strategies and ideas for every step of starting your business.

And I stand behind that with my 60-day, 100% money-back guarantee.

I want you to start a business. And I want you to start it right.

 I have researched the marketplace for over a month to identify a viable and comprehensive ‘go-to’ guide on how to best launch a small business. This course offering from Bob Adams met more than what I was looking for.

Steve Cox – Experienced Businessman

Get Start-a-Business 101 and get $750 in bonuses – free

I am pleased to tell you that I am adding two limited time bonuses to Start-a-Business 101

These bonuses will make it even easier and quicker to get your own business up and running. 

The Ultimate Checklist to Starting Your Own Business 

This 18 page checklist will show you exactly what to do to start your business.

This extremely comprehensive 18 page document includes all the steps to start a business. Plus I give you my expert advice on every single step. 

This checklist will keep you totally organized and make sure that you are not missing anything important. 

This checklist is the ultimate shortcut in getting your business up and running. It will be your constant companion in starting your business. The checklist has a $500 value but I will give it to you as one of my welcome gifts for joining Start-a-Business 101.

How to Launch a Business Fast and on a Tight Budget Using MVP

Use this video to start your business fast and on a tiny budget.

The second bonus is a game-changing video/lesson. In this video/lesson I will teach you the concept of Minimum Viable Product, or MVP. 

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This important video/lesson has a $250 value but I will give it to you as one of my welcome gifts for joining Start-a-Business 101

So consider joining Start-a-Business 101 now if you want to get these limited-time free bonuses – a $750 value.

 Bob has been a close friend and trusted business adviser of mine for years… guiding me through the challenges we all face as entrepreneurs. Hands down Bob is one of the most talented, and successful entrepreneurs I know. Thanks Bob!

Matt Marshall – Founder, MGM Capital Investments

Frequently Asked Questions

When does the course start and finish?

This online course is completely self-paced – you decide when you start and when you finish.

How long do I have access to the course?

After enrolling, you have unlimited access to this course for as long as you like – across any and all devices you own.

What if I am unhappy with the course?

If you are unsatisfied with the course for any reason, please contact us within 60 days and we will give you a full refund, no questions asked.

What are the course requirements?

This course is for anyone thinking about starting a business. You don’t need to have any previous business experience whatsoever. Even if you have business experience, you will discover a vast amount of powerful new ideas that will help propel your business ahead.

Can I download any of the content?

Of course! All the worksheets, case studies, samples, and templates are downloadable.

Start a business you love, earn more money and live the life you want.

Start-a-Business 101 is the fastest and easiest way to learn how to start a business and become a knowledgeable and successful entrepreneur.

Start-a-Business 101 is a complete proven program that will take you step-by-step through your entire startup journey.

You will get…

  Easy-to-follow videos

  Ready-to-use tools

  Discussion board

  Inside advice

  Proven strategies

  Complete lifetime access

In just a few minutes a day, you will learn how to start your own business.

You can test drive the entire course for 60 days.

That’s right. You can try Start-a-Business 101 risk-free for 60 days. You will have full access to the entire course. If you decide it’s not for you, or if you don’t love it, I’ll give you a 100% refund. No hassles. No questions asked. I want to help you succeed in your own business.

BUSINESSTOWN’S #1 BEST SELLING COURSE

Start-a-Business 101

Learn how to start your own business.

Full Lifetime Access 

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Get on board now if you want to make sure you don’t miss out.

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