Round 1:
Would you like to advertise with us again?
I’ll have to think about it, cash is tight. Maybe next time.
Round 2:
You said you’d think about advertising with us - any conclusions?
I just don’t have the money right now.
Round 3:
Would you like an ad at a discount?
I can’t give anyone money! At all! Goodbye!
–
I’ve been talking to a lot of small business owners recently and they’re feeling that it’s like this - they have no money to spend and they have to battle the ad sellers coming to their door to try and win money.
It shouldn’t be like this.
Sure, money’s tight. It’s tight for everyone. But pushing people away does no good for either of you - it’s been shown that the companies who continue to advertise and have their name out in a recession are the first to recover.
Publications selling ad space will also collapse without support - if you want to advertise ‘next time’ there might not be a ‘next time’. Supporting them now, if you can, will be leverage to ask for a discount in the future.
Some are resorting to barter, which can create a win-win situation. You get an ad, they get discounts at your business as part or full payment.
Of course, it does depend on their sales staff…and how pushy they are to try and make a sale.
So here’s some ad tips…
If you have the money to advertise, make sure you’re being strategic. What’s your aim in advertising? Where can you best reach your customers? Preserve relationships. Recession or no, cash or no…business has to involve other people. In that vein, make your services the best you can without spending more - friendly service, a handwritten note with purchases…it’s all in the little touches.
译文:
小本生意 Vs广告商
第一轮对话：
你想再次和我们合作做广告吗？
我不得不要好好考虑一下。也许下次吧。
第二轮对话：
你上次说会考虑和我们合作投广告的事- 有决定了吗？
只是我目前没有钱。
第三轮对话：
你想做一个折扣广告吗？
我一分钱拿不出来！真的！再见！
–
最近，我一直在和一些小本生意商家交流。他们目前正有如下感觉：他们没有钱投发广告，他们要和不断上门来试图从他们口袋里挖点钱赚的广告商们周旋。
当然，钱目前很紧张。对每个人来说钱都很紧张。但是推开消费大众对你们任何一个都没有好处-- 很明显，那些经济不景气却一直持续投广告的公司会第一时间重获新生。
出卖空间刊登广告的出版物也会因为没有相应的广告收入支撑而倒闭垮掉-- 如果你想“下一次”在那里刊登广告，那么可能连这个"下一次“也没有了。现在就去支持他们吧，如果你可以的话，这也将成为一个将来投折扣广告的杠杆。
有些商家采取实物交换，这样可以创造一个双赢的局面。你可以投出一个广告，他们也可以和你做个有折扣的或者全额交付的生意。
当然，这个取决于他们的销售员工...并且他们是怎样地有进取心地想要做出点业绩。
所以这里有一些投放广告的小技巧...
如果你有钱做广告，确保你有一定的战略。你的广告目标是什么呢？广告投放到哪里才可以让你的客户看到？保持各种生意伙伴关系。经济衰退与否、现金紧张与否...做生意还必须考虑到其他消费大众。通过那样的方法，你不用花很多钱就可以尽可能得把自己生意做得最好--友好的服务，手写的购买单...全部都体现在一些小技巧中。