I was speaking with a business owner earlier this week. He told me sales were down so he cut his advertising budget. I asked him why he was cutting his advertising budget when sales were down. He replied "We need to cut costs."
Does that make sense?
A review of his current ad in the Yellow Pages and the flyer he uses for his business showed 3 common flaws.
- His ad's were identical to the ad's for other companies selling the same products.
- His ad's and his flyers all had the company name bigger and at the top of the page than anything else in the ad or flyer.
- He offered too many products or services at one time and the ad was confusing.
What do you think he should have done? Edit his ad's or stop advertising?