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The key to creating a positive image through advertising is to not rely solely on the basic advertising material. It is vital to create other means of contact with the target audience.

The first step is to place a suitable regular advertisement in a medium that meets your target audience. Remember that it is no use advertising in a fishing magazine if you are seeking to attract wealthy investors to a property development project for example. Find out what your target audience reads or watches. Then place an advertisement that sets out the basic information such as the services or products you offer and the means to contact you. That's all...... keep it simple!

This advertisement alone will not work by itself. Back it up with regular and simple articles that expand on the area of interest. Write about a contentious issue in the area in which you are working or write a "how-to" type of article to support your advertisement. The "how-to" articles are generally the easiest to write because you can easily borrow and expand on some ideas from articles written by others.

The next step is potentially the hardest step but it is the most crucial. Here I recommend you give some time to presenting seminars or talks to groups of people potentially interested in your service and/or product. A good example is the fitness trainer who takes the time to present his ideas to a sports group or club.

The real trick is to "touch" your potential target customers about three times. If a potential client sees or remembers your advertisement, then reads your article and then hears you presenting yourself at a seminar, then you have generally won that customer.

As your business grows you will find that the process of winning customers through advertising becomes easier. The "three-times touch" scenario evolves into this: basic advertisement, article and a referrral from an existing client. The more the business develops around the "three-touch" principle, the easier it becomes to attract new customers.

A mature business will actually rely more on referrals from clients to the extent of about 95%. Approximately 5% of new clients will come from advertising and advertising will become of less importance as the business establishes itself.

Learn more about this author, Eric Harris.
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