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Appell Pie
Today's Restaurant Internet Exclusive
Sunday, 06 October 2013 21:38

Buy this car!

Appell HPLast month this column was about Branding and I said that Branding was a result of Advertising. Lots of results can be attributed to Advertising if it is given the opportunity to work properly.

A Facebook friend posted a great paragraph titled: Advertising Does Pay! Here it is. A man wakes up in the morning, after sleeping in an advertised bed, in advertised sheets. He will bathe in an advertised tub; wash with advertised soap and have a breakfast of advertised juice, cereal and toast. Toast his toast in an advertised toaster, he will then put on advertised clothing, and glance at his advertised watch. He will drive to work in an advertised car, sit on an advertised desk, drink an advertised coffee and write with an advertised pen. Yet, this man hesitates to advertise, saying that advertising does not pay. Finally, when his un-advertised business goes under, he will advertise it for sale. I know people like this. I come in contact with them all the time. It drives me nuts.

Even when they finally do advertise, they are not realistic when judging the results. The word Advertising should have a synonym in the Dictionary and it should be Repeat. Let me explain. I sell advertising it’s what allows us to send you this newspaper for free all year. The purpose of any advertising is to increase sales over time, yet there are those who think that one ad will make their phone ring off the hook. I will tell you now it won’t. I remember one client who contracted with me for a six month run. After the first ad ran he called me and complained that he had gotten no calls. I told him to have patience. After the second month he called again with the same remarks. I again told him to have patience. After the third ad ran he called and told me that people were coming in with the ad cut out and on a clipboard. It sometimes takes that long.

Most of our advertisers have been with us for a long time. One advertiser ran the same black and white and in my opinion bland ad for many years, refused to change it. I got a call from him one day and he told me “never call me about that ad again!”.... Just run it! I just got a 200K sale from it. I loved it.

Please understand that when you open a business your advertising budget is as important as you building costs, your food costs even your rent. Don’t advertise and your rent will never be paid. Look at advertising as a Mutual Fund. Buy it in January and see how you did in December. I assure you if you have the right message the results will be as you expected. When you thought about opening your business you learned about the most important components of a successful business. The first three were location, location, and location. The next three should have been Advertise, Advertise and Advertise.

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