“The best prices of the year………”

“Unbelievable savings that we will never offer again……”

“You would be insane to miss this sale……”

These are only a few of the saying that permeate the radio and television airwaves on a regular basis.  Do you REALLY think the great sale that is being promoted will never, ever happen again?  Of course you don’t.  But obviously those types of commercials work or else those companies would not run them….right?

The reason they work is because they are targeting the people who are in the market for their product/service RIGHT NOW.  You advertise, people come through your front door, buy stuff, and walk out…..so what’s wrong with that?  The problem with this approach is that, over time, you will need to continue running sales with steeper discounts to get the same results. If the “Big Sale” approach is the only way you advertise your business, you are putting a noose around your businesses neck and slowly pulling the knot tighter with each sales event.

My marketing battle cry is this…..right now there are more people NOT in the market for your product/service than people who ARE in the market for your product/service.

When you use phrases like the three at the beginning of this article you are not only ignoring the larger group of people who do not need you at this moment, but you are also teaching people to think of you only when you slash your prices.  Oh sure, your commercial may be irritating enough that people make fun of it thereby remembering your name…..but let me ask you this….when was the last time you did business with a company whose advertising message you made fun of?

I bet your answer is none…zero…nada…..and that is my point.

You can bet cute, you can promote a sale or big event, just don’t make it the only way you advertise your business.  Like everything else in life, moderation is the key.  Create a message that will catch the attention of those people who are looking to buy now, but also have a message that clearly states the benefits of doing business with you so the people who are not yet in the market for what you sell understand who you are and how they will benefit by doing business with you instead of your competition.

Doug Smith is a Senior Account Executive for WREW Rewind 94.9 and www.cincysavers.com in Cincinnati & Northern Kentucky.  You can contact Doug at  (513) 535-9123 or dosmith@hubbardinteractive.com