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I& #39;ve spent my entire career explaining to brands and businesses that the guage of an ad& #39;s effectiveness is not sales. Don& #39;t ever think people will rush to your store because you& #39;ve spent x amount of money on ads. Activate a sales force if it& #39;s immediate conversion you want.
Deep pocket, large spending appetite, patience and long-term orientation are traits of organisations that should be spending on advertising.
Advertising is complete psychology. It& #39;s mind conditioning. It& #39;s emotional appeal. It& #39;s micro moments. It& #39;s expensive. It& #39;s for the long term.
The best advertising will do for you is take people from their point of comfort to your point of sale.
If I see an ad on TV and visit your website or your store, advertising has worked. That& #39;s where it ends.
The choice of buying is totally different. That& #39;s sales.
If I see an ad on TV and visit your website or your store, advertising has worked. That& #39;s where it ends.
The choice of buying is totally different. That& #39;s sales.
If your front desk person is rude or your website is taking eternity to load and I leave without buying anything, it& #39;s not advertising that did not work. It& #39;s your user experience that was simply shit.
Businesses must learn to differentiate these things and know where to direct their anger.
So when next you& #39;re paying an agency for "advertising", understand that what you& #39;re paying for is visibility. It& #39;s not user experience redesign. It& #39;s not rebranding. It& #39;s not sales. If sales happen along the line, great. But that& #39;s not the primary purpose or KPI.
Thanks for coming to my free masterclass.
