5 Reasons You Need to Advertise While Business Is Strong to Succeed

Over the last ten years I have noticed an oddly consistent trend in small business advertising habits. Other business owners just like you are doing things completely backwards. Surely you can’t be one of them too, right? Let’s find out.

Remain at the forefront of a customer’s mind…if you aren’t, someone else is.

Do you feel the need to advertise and launch marketing campaigns when business begins to slow down?

If you said yes I want to give you a little perspective. I want to tell you why that mindset is poison.

5 reasons why you need to advertise when business is strong

  1. If business is strong and money is coming in, you have an available cash flow to support an advertising campaign.
  2. A strong client or customer base removes the unnecessary pressure of “this campaign NEEDS to bring in X new customers.” When you focus on the end result you tend to lose sight of the path that gets you there in the first place.
  3. In contrast, without that stress you are more likely to “think outside the box” and allow your marketing to be more creative. Creative advertising has a better chance to create an emotional response in potential customers. Emotional responses trigger chemicals in their brain. This help them remember your brand.
  4. Current customers may have forgotten about other services or products you offer. Use effective soft selling to gain more of their business. They already trust you or your brand. You’ve won 90% of the battle already.
  5. Advertising works in cycles and may take some time before the prospect becomes a customer. Advertising doesn’t typically make customers want to buy a product or service they aren’t ready for yet. It’s a game of timing. This is why we see the same commercials on television and hear the same radio ads throughout the day. It’s about brand awareness.

Regardless of size, every successful company is built on proven advertising techniques.

A survey of the most successful ads ever produced revealed one word was used to pull you in more than any other: “You.”

The goal of advertising is to increase brand awareness and make a measurable connection with prospects. When did increasing the likelihood of success become optional?

If you wait until you are struggling you won’t have the ability to advertise properly.

You will never know what your business is capable of unless you speak up. Target your customers. Target your competitor’s customers.

One of the best examples of true prospect connection can be found in Jim Raffel’s article The Help Others Manifesto. In it, he wrote:

At [a 2005 ColorMetrix meeting for users]  was a gentleman who has become our largest customer. Yes, this is over and above this six figures of referrals I mentioned earlier. The kicker, when he attended the meeting he was not a customer. He had an idea for something big percolating in his brain and was looking for the right company to deliver it.

That connection was made roughly five years prior to the gentleman becoming the customer. Think about that for a moment.

Are you having real conversations with prospects, or are you just trying to sell them something? One works better than the other. Trust me.

What about the companies that do not advertise but are very successful?

Generally, they have built their brand on customer service and incredible word of mouth. Their form of advertising is social interaction — which requires time and effort to curate properly.

Even though companies do not invest in advertising, they are investing their time in promoting the value of their brand.

No matter how you look at it, advertising or social interaction, a company needs to promote itself. It needs to advertise to remain successful. Investing in your company’s future ensures that you will have a future.

If you wait until you are struggling you won’t have the ability to advertise properly.

Your goal is to always remain at the forefront of a customer’s mind because if you aren’t, someone else is.


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