As a Houston business owner, what is the most important question you have to ask yourself before you start marketing? Well….it’s not “Who am I talking to (aka: targeting)?” Although that is an important question, it’s not the most important. It’s also not “What am I selling?” nor is it “Why is my product/service better than the competitor?” These are also important – just not the most important.
The most important question… the question that will lead to all the others and will ultimately make your print, digital, radio, or tv creative effective is: “WHAT DO YOU WANT THE PERSON WATCHING/LISTENING TO DO?”
The call-to-action will not only help you craft a great advertising message – something I know a lot about – but will also help your Houston business identify how successful your advertising really is. Having a clear picture of the precise action that you desire from a potential customer is essential for any commercial. More than one answer? That’s easy, it just means you need more than one commercial!
The action that you want depends on what kind of company you have and what your product/service is. Your goal might be to get the phone ringing… to increase website hits… or to get more walk-up customers to your store(s) in Houston. Having a specific goal up-front for each advertising tactic helps both you and your creative team. It ensures a clear message and keeps everyone from your copywriter to your media buyer focused on the same results. In the end, it will also help you, as an owner or marketing manager, evaluate how effective your marketing is and which type of advertising works best for each desired result.
Before jumping into any advertising campaigns, Houston business owners should brainstorm the “most important question” with their teams and set some simple goals. The answer(s) should come from within, and once you have answered the “most important question”, you will have a solid foundation on which to build your next advertising campaign for the Houston market.