Here’s how to avoid a common advertising mistake, which loses small business owners a fortune.

Who (not how many) are you reaching?

The next time you are thinking of advertising, remember that the numbers come second.

Most small business owners buy advertising, based on the number of people who will read, watch or listen to the advertisement. That’s how to buy ineffective advertising. You see, it’s not about the number of people who will potentially see or hear your ad. It’s about who those people are.

The ad reached 125,000 people for just $475!

I was prompted to write today’s post, after a reader emailed me to say she had recently paid for an advertisement that went into a newsletter, with a readership of 125,000 people. She explained that whilst the readership “wasn’t an ideal fit”, she thought $475 to reach all those people was a bargain.

Her advertisement generated 9 responses and no sales.

Here’s what she got, in return for $475:

  • 7 responses came from pushy advertising salespeople, trying to sell her more ads.
  • 2 responses came from people who were totally unsuitable for the service she was advertising.

Like most small business owners, she was seduced by the number (or reach) of the advertising, rather than who the advertising was reaching.

In short: Before you invest a penny on advertising always, always find out who your ad will reach, before you concern yourself with how many it will reach.

Tip: Here’s some useful information, with examples, on how to get your advertising right.

About Jim Connolly: I help small business owners grow their business, make more sales and boost their profits. To see how I can help you and your business, read this.