Letter 6 – “Advertising Does Not Have to Sell, why?”

Hello,

We are brothers in trade and on the same wave. And we understand that not always a good marketing makes for success, regrettably to be sound. Today we’ll talk about a very important aspect in marketing and sales!

Neither advertising, nor other marketing tool is able to sell your product! Yes, just as simple as that, no matter how hard it may sound …. What do I mean? And is it so sad, really?

I'm sure that if you ask an average entrepreneur or marketer, “What is the purpose of your advertising?”, you will hear the following answer, “Selling the product or service”. This attitude typically leads to wasting 50-70% of the advertising budget. Nowadays, it is quite popular to say that advertising should not entertain or let people have fun, but it must sell and it must be effective. Well, it ‘s right! But the key question here is, “WHAT should the advertising sell?”. You'd be surprised, but I’m saying here that the advertising should not sell a product or a service. My work experience in the marketing communications shows that advertising must sell "a little action" in the sales chain. It’s very hard to sell the items through direct advertising, “Buy, purchase, go ahead”. While “selling” to a customer a small action, such as a call, a click on website, or an email is much easier. In addition, there aren’t too many customers who are ready to place an order with you right now, but there are many more people who are simply willing to just call and find out about an interesting promotion.

For instance, you can find a considerably less people interested in buying a specific product at a certain time. Yet there are way more people wishing to receive a «free demo access to the product» for 30 days.

There are only this many consumers who are ready to buy at the moment. Therefore, your advertising message will multiply its effectiveness if you encourage your consumers to make a small step: visit website and fill in contact form or join your company`s facebook page.

Best regards,
Vadim Tylik

P.S. RMAA Group specialists are ready to assist you in creating Digital Marketing strategy as well as adopting it to Russian market.