Advertising Fundamentals

This is going to be a short guide on how to build your mindset around advertising in your business.

It's very easy to throw away a lot of money with advertising if you don't know what you're doing.
Fortunately for you and I, you can teach yourself how to do it without the painful and expensive learning curve.

It all starts with awareness.

Let's start with newspapers and magazines, those old things. Do people even read those anymore now that we have this Internet thing? Yes they definitely do.

I want you to go and get a few back issues of magazines that are related to the business you're in, and I want you to start reading the newspaper every day if you don't already do it. The catch is, don't read them for their actual content, but specifically to look at the ads in the papers.

Keep an eye out for a few things...

First of all you want to look and see which ad's grab you attention and actually make you want to buy whatever it is they are advertising.

Professional copywriters keep what is known as a "swipe file" of ads, headlines, and other random things they see that they can refer to when creating their ads. You should create a swipe file and place any ads like that in there.

You should also create an alternative email to opt in some of the major internet marketers email lists.

Observe their email's the same way you would the newspaper ads, look for what jumps out to you and makes you want to buy, and also put it in your swipe file.

(Note: a swipe file is not for stealing other people's ideas, just for inspiration).

You should even go as far as ordering their products to see what their fulfillment process is like, how they upsell, customer service, and how they follow up with you.

Next I want you to pay attention to ads that you repeatedly see every day or month in these newspapers or magazines.

The thing about an advertisement is this, they must deliver results, if they don't- they get killed.

You should think of them like workers. Every day these workers go out to do one job ( of getting more business), if they don't do their job, you fire them.

This is how I think of investing in general: My dollars are little soldiers who go out to battle and return with more prisoners. When you think of your ads as an investment like this, it will help you save a lot of money.

Now if you listen to the internet, you will undoubtedly hear that every media is dead- Emails? Dead. Commercials? Dead. Direct mail? Dead! Yellow pages?? DEAD! Google ads? Oh definitely dead.

You need to know that this is pure BS.

Remember the golden Tri-force of marketing: Market, Media, and Message. For every market, there is a different media to best reach them.

It is true that for many different kinds of business, today is the golden age of advertising, the levels of target marketing you can do on Facebook for example is absolutely insane. On a good day when everything is working right, Facebook ads are an advertisers dream come true.

To have the same kind of targeted reach 20 years ago, you would have had to contact a list broker, rent out at least 5000 names, and send out direct mail. This would on average cost a few thousand dollars, and with the speed of mail, testing results generally would take at the very minimum one week.

Now you can literally create an ad on Facebook, target your exact ideal customer, and for 5$ a day you can test to see if your idea is actually viable, or complete garbage.

Testing ideas has never been this easy.

Split testing and optimizing is by comparison a complete breeze. There is absolutely no reason why you should not be using Facebook ads right now.

Now if you have never used their advertising platform before, there is a learning curve. It requires a slightly different mindset to be successful on FB.

People are generally on there not to buy things, but to waste time and see what their friends are up to and look at cat videos.

Like anything else, you can spend a lot of money if you don't know what you're doing on there...

What interests to target, how to not get banned, how to create a social media funnel, how much to bid per click, what types of products or services get the best results, and in general what still works and what doesn't.

But don't let that deter you. Once you perfect your advertising process, you will find that there aren't very many investments out there with better returns.

There are advertisers out there who are easily spending 25,000 to 100,000 a day on their Facebook ads because they know this: for every dollar they send out, they are bringing back 2 dollars, or 3, or 5, or 8.

This is a "problem" you want to have!

If you have around $300-$500 spare kicking around, you can learn their system and become a well versed in their platform. From there I would suggest you buy one of the many courses or books written on the subject to improve your skills.

There are limits to Facebook, but with 1.6 billion people on it, the opportunities are enormous. If you want to learn advertising, Facebook is by far the cheapest way to do it.

-Ben

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