Advertise to advance – Part 2
“And Jesus answered and spoke to them again by parable and said, “The kingdom of heaven is like a certain king who arranged a marriage for his son, and sent out his servants to call those who were invited to the wedding; and they were not willing to come. Again, he sent out other servants saying, tell those who were invited, “see, I have prepared my dinner: my oxen and fatted cattle are killed, and all things are ready, come to the wedding… therefore go into the highways, and as many as you find, invite to the wedding… and the wedding hall was filled with guests.” (Matthew 22:1-10), it was the king that was organising the wedding, he still needed to advertise it before the wedding hall was filled. If multinational companies still spend a lot of money on advertisement, I don’t think you should take this subject with levity, if you want your impact to be felt in the market place.
The first time the king sent his servants out to invite people for his son’s wedding, they were turned down. The second time his servants were out to invite people for the wedding, they went into some details of what was to be expected at the wedding. They emphasised the delicacies to expect, in order to provoke their interest and desire. I believe the king was dynamic.
It is essential to test and measure all your advertisements. You need to know how many people responded, how many of them were converted to sales, and what that is worth in monetary terms to you. Then compare the figure to the cost of the advertisement and you can have an idea of how profitable the advert was, and whether you should improve or change your style.
In our church, we ask every new worshipper how they got to know us. This helps us to know, which of our adverts are effective and which are ineffective, so that we can improve on what works and recreate what doesn’t work. This helps us to keep changing and improving on our adverts.
Dynamism in advertisement brings your audience continuously to a state of optimism. Don’t just be consistent; be dynamic in your approach.
The king showcased what was ready. He did not assume that they should know the kind of things to expect, since it’s a royal wedding. Never stop emphasising the benefits of your products and services.
No one buys until they know what your products and services have to offer them. Don’t assume everybody knows the benefits of your products. If the king hadn’t sent his servants to the high ways, the wedding hall wouldn’t have been filled.
Your chance to succeed is more in the open than in the secret. Whatever you want known openly must not remain in the secret. You need to take your business to the highways, if you want to go higher in business.
“You can’t be famous when you hide like this. If you are so great, prove it to the world.” (John7: 4, TLB).
If you believe in the brighter future of your business, then show it to the world.
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