Now that you’re in business, you have to get your name out there. You have several options: public relations, advertising and networking. You can also invest in a business sign, packaging for your product, a Web site or use social networking. Even if you have come up with the best product or offer the best service, if nobody knows about you, you will not make it. Take the time to build a communications plan or hire a firm to do this for you. As French poet and aviator Antoine de Saint-Exupéry so aptly put it, a goal without a plan is but a wish.
Jean-François Guitard
Chief, Communications
Développement économique
– CLD Gatineau
“Would you trust someone who neglects their physical appearance? Probably not, because human beings generally rely on first impressions. Yet, that person most likely has some fine attributes. The same applies to your business. If people get a negative impression of your business on first contact, they likely won’t return, even if you have the best client service or the best prices. If your sign is neglected, you’ll give the impression that your business is too. If your Web site looks amateurish, you will be seen as an amateur. It’s all a matter of image. Tend to your business’ appearance, as well as that of your sign and Web site, and develop ads that are up to the current standards. This way, you will increase consumers’ confidence in you.”
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Pratical Information
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Focus on colour
Use colour wherever possible. Studies have shown that when it comes to hard copy, colours have a tremendous influence on the impact of an ad.
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Avoid negatives
In advertising, avoid negatives such as: no, not, nothing, etc.
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Avoid complicated words
Avoid using complicated words and jargon, acronyms and technical terms. Be brief, concise and precise, and most of all never take it for granted that people will understand your message.
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Use short and punchy titles
Use punchy titles made up of no more than seven words that will capture the attention of your target audience.
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Adapt your ads to your market
You have to be aware of the fact that every group of people has a history and culture of its very own.
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Do not overload your ads
Some people incorrectly believe that they have to use every bit of space or time available to make the most of their investment. Doing this produces exactly the opposite effect. If they are going to be effective, your ads have to breathe.
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Focus on the strengths of the medium
Every medium has strengths and weaknesses. For instance, it would be a waste of time to show something on the radio. Likewise, you may as well not even bother trying to explain something on a billboard next to a highway.
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Choose the right format
It is essential to select the right format for your ads. For hard copy, avoid anything less than a quarter page because you have to be visible if you want to be seen. Research on advertising in newspapers and magazines has shown that you have to quadruple the size of an ad to double its drawing power.
- « DE – CLDG is there to serve entrepreneurs who have a business idea. For additional information, call 819-595-8002. Our services are free and confidential.
