Mentor, Michael Halligan

We launched a big ad campaign but it only created two new orders. Where am I going wrong?

Michael Halligan /

First of all, I admire your ambition and willingness to get on the front foot and go out there to find sales.

 

Advertising is a tricky business but if it isn’t working for you then it is usually down to one of a few key factors:

 

1.     Your market isn’t there.

2.     Your market is there but doesn’t trust the channel to make purchasing decisions.

3.     Your advertisements aren’t getting enough attention.

4.     Your advertisements are getting attention but failing to convert a sale.

 

Thankfully you have been measuring your sales from the ads and can use this data to make good marketing decisions.

 

It sounds as though the ads are well designed and you are targeting the geographic market most likely to purchase your products, so your problem is likely to come from the copy on the ads themselves.

 

One of my pet hates is seeing marketing material that does everything right but doesn’t ask for the sale.

 

There is a great quote from American entrepreneur Mark Cuban that I think is particularly relevant to your problem.

 

Mark says, “Make your product easier to buy than your competition, or you will find your customers buying from them, not you.”

 

You are competing with a simple walk down the road to the local store, where they can choose and purchase a lamb cut themselves.

 

Your advertisements should not only make your product more desirable, but it should make it clear that it is simple, easy and convenient to purchase and have delivered.

 

Special offers also provide a strong incentive for hesitant first-time buyers to try your brand. By offering a discount on your first order, you may find yourself with a nice sales boost and a database full of happy customers that you can market to in the future.

 

Although you may have a small margin on your first sale, you will more than recover this over the lifetime of your customer.

 

Good luck and be sure to let us know how you go.

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