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Brian talks about testing in your advertising.

Transcription

Top effective advertising technique.

Hi I’m Brian Pombo, welcome back to Brian J. Pombo Live.

A lot of people are gonna wonder what is the top effective advertising technique?

I’m here to tell you if you’re asking that question, you are asking the wrong question, which we talked about a couple of episodes ago, as we were discussing the difference between tactics, strategies, and principles.

Okay, tactics is another word for technique.

If you’re looking for the top technique, you’re going to find something that’s changing on a daily basis. It’s going to be very dependent upon your strategy upon the principle of who you’re going after, and what you’re wanting them to do.

The techniques are going to change when it comes to that, and they’re not going to stay the same even for you there.

It’s one thing that works today won’t necessarily work tomorrow, or if it does work tomorrow, it won’t work a week from now or a month from now or a year from now, there’s no one thing that is going to win at all for you in terms of a technique.

But I’ve got good news for you.

There is a top strategy, there’s so it’s a little tricky. I’m being a little tricky with the title for today’s show. There is a top strategy though, that top strategy is very, very, very simple and it’s extremely difficult to get into our thick heads.

Because as business owners, and people that are executives running businesses, what we tend to do is we tend to look for what’s going to work right now what’s going to give us a shot in the arm right now, we don’t care as much about the long term.

But if you’re thinking long-term, there’s one long-term strategy that will never run you the wrong way. As long as you know that it is what you’re trying to do. What is the strategy, the strategy is testing?

That sounds extremely boring and sounds extremely academic. But testing is where what works over the long run. But you have to go into it, knowing that’s what you’re doing.

If you’re going out there, and especially if you’re in a new media form, let’s say you’ve never done Facebook ads before. And you want to do it right now and you want to make them work well, what you got to do is plan on doing a lot over a long period of time.

Then you’ll make the work testing is the only thing that is certain to work. You have to know what you’re wanting to get out of it, though. I mean, this really goes back to previous episodes when we’re talking.

This is a principle, even though we’re talking about a strategy, this strategy is based on the principle is that if your focus is on testing, then you’re always going to be able to come up with the right thing, just in the long run.

Because you’re focused on the big picture, you’re focused on where you’re going in the long term, you will build techniques and strategies that will last you over the long haul, but they won’t work sequentially.

So you’ll come up with a really good technique, you’ll come up with a really good hook, and a really good way to get attention. And that’s going to work for a period of time and then it’s going to stop working.

Now that doesn’t mean that it’s dead forever.

What it means is you can take that same idea, tried in a different media, trying a different media source, try or hold on to it, hold it back for six months, and then put it out again, hold it back for a year or two and then put it out again, all of a sudden it starts working again.

Why is that because the human condition what we do is we get tired of something after a while something quits being shocking, it quits grabbing our attention?

And so we don’t notice it anymore. We don’t react to it as we should. And so we it doesn’t, it doesn’t do what it’s supposed to do, which we’re looking for a reaction when you’re talking about advertising.

But you take that same idea, you hold it back for a while and you bring it up again, all of a sudden it works again because we weren’t ready for it because we’re not used to it anymore.

So you imagine if you’ve got a handful of techniques, a handful of really decent campaigns that have done good for you, and not all advertising is going to do that for you. It’s not supposed to it takes a while to come up with these.

But you come up with a couple of ideas that last really well that really do the job. And then you just keep interspersing them over time. The problem is us as entrepreneurs, and as people running the business, we get bored with an idea usually before it stops being effective.

We don’t like bringing up old stuff and showing them out there again, we don’t want it to look like we’re rehashing an old thing.

What you got to realize is nowadays was so much advertising was so many people out there, the fact that you haven’t hit every single person that you could possibly have as a client or customer, you’re going to get a reaction somewhere down the line from someone who’s never seen it before, or someone who has seen it didn’t remember it will watch it just to see if is this really is this what I remember, is this familiar to me.

There are all these psychological things that happened to a person when it comes to advertising. And now it’s more exciting than ever, because we’re not dealing like I was talking about yesterday, we’re not dealing with people just getting advertising via print.

They’re getting advertising a million different ways, hitting all the senses possible. And there are new things all the time, it’s an exciting time, and there’s no end to what you can do. But you have to be patient. And you have to realize that most of the things that you try aren’t going to work.

That’s the first step when we’re talking, we’re talking about the marketing triangle yesterday.

The whole idea behind is you start with your market with your who, and when you focus on what you want them to know.

Then you get to them via media, okay, if you if you’re going in this direction, you’re going the right direction, you don’t overly focus on media or message, you start with the who you build your message around them. And then you go forth from there to choose the media. If you do that over and over again.

You have a focus on long-term effects, long-term learning in terms of advertising on what works and what doesn’t work with that market. You’re going to, you can only get better. There’s you only go up.

But you got to watch yourself that you don’t let your own psychology decide what works and what doesn’t work. You got to let the numbers choose for you, which we’re going to talk about tomorrow. Hopefully, today was helpful for you.

Hey, go check out my book, 9 Ways to Amazon-Proof Your Business. You go buy a hardbound copy or you can go get a free copy at my website, AmazonProofBook.com that’s all we got for tonight.

We’ll see you tomorrow.

In the meantime, get out there and let the magic happen.