BE PROACTIVE WITH YOUR ADVERTISING

Ok…what does proactive mean?  Well, it can mean many things, but in advertising here’s what it means to me.  It means not waiting for something to happen.  Take the horse by the reins and MAKE something happen.  Sitting back and hoping that word of mouth will be “enough” is not proactive.  Yes, I know, I know, word of mouth is the best kind of advertising.  BUT…your “proactive” competitors are hoping that you keep thinking that word of mouth will be enough. 

Being proactive in the growth of your business enables you to have some control over your situation.  When you wait and only “RE-ACT” to developments that may affect your revenues, it’s often too late.  If you’re reactive, you’ll usually have to SPEND your way out of “a hole” when someONE or someTHING digs a hole for you.  Or, you can let the chips fall where they may, and learn to be comfortable with the consequences.

How to be proactive?  Don’t wait until someone NEEDS you.  Get in your target prospects’ minds BEFORE they need you.  Don’t hope that your prospects open the yellow pages to find you.  How many competitors are also there beside you in the yellow pages?  And don’t hope that your Search Engine Optimization is better than all of your competitors when your prospect types in the name of your product or service or “keyword”.  I’m not saying these can’t be effective tools, but they’re not your most important ones.  Or they shouldn’t be at least.

Being proactive within your business also means being hands-on.  When you always have your finger on the pulse of your business, it’s easier to recognize ups and downs in your market and within your industry.  If you have a passion for what you do, this will be a heck of a lot easier for you.

Talk to your customers.  Talk to your employees.  Make sure you know what’s going on in the trenches.  Do research on your industry.  Shop your competitors.  Talk to other business owners in your industry all over the country.  Go to trade conventions for the education, not just for the vacation.