Scientific Advertising
What comes to mind when you think about the current marketing system you have running in your business?
Does it give you confidence knowing everything is moving in the right direction, with new leads coming in every day like clock work, everything running like a well oiled machine…
Or does it leave you wondering why you’re even investing money in advertising.
Worried that you’re not getting a return, and concerned because you really don’t have a way to even measure to see if you’re getting a return.
If you’re in camp #1 (being confident with your marketing systems), then I applaud you.
The truth is, most business owners are great when it comes to their day to day operations, serving their customers, thinking about what’s next in their business, but can be lacking when it comes to having solid marketing systems in place.
If you’re in camp #2 (not being super confident with your marketing systems), then you’re not alone.
Truthfully, just being aware of where your marketing system is at really is half the battle.
The other “half” is being able to put a proper strategy in place to have a system that works for your business, day in and day out, driving specific (and measurable) performance that matters for your specific business.
Knowing the amount of advertising spend that needs to go out daily, and monthly to hit your goals.
Knowing the amount of traffic (visitors) you need to send to your website daily to hit your goals.
Knowing the amount of new leads (or sales) you need to hit daily to hit your goals.
Having proper tracking in place to know exactly which ads, or campaigns, or platforms are driving you the highest return.
Having proper follow up systems in place to make sure every lead (or customer) that comes into your business is taken care of and nurtured through the sales process.
And if you’re wondering….
“Colin, where should I even start with all of this?”
My encouragement would be picking up a book that’s over 100 years old that focuses on this very topic.
And if you’re wondering why in the world I would recommend a 100 year old book on marketing, then I got you covered.
The reason I recommend it is because it focuses on the bedrock principles of advertising.
The things that don’t change with time.
The things that will apply today, as well as 1,000 years from now (if the Lord hasn’t already come back yet, that is!)
The book is called “scientific advertising” and it was written by one of the greatest advertising minds in history.
You can (more than likely) pick up a copy on amazon for under $15, or you can even find it online in the public domain for free.
The author's name is Claude Hopkins, and he is considered one of the “greats” when it comes to results based advertising.
That is, advertising that is designed with the sole focus of being able to drive (and measure) specific results.
Now keep in mind, not every resource or recommendation that I provide is going to be written by a Christian author, so please filter everything you read/learn through the lens of scripture.
Keeping what aligns with God’s Word, and discarding the rest.
My guess is that you’re already in that habit of doing that when it comes to business and life.
And that’s good.
But I just thought I should mention that anyway.
If you’re anything like me, you’ve probably learned a lot when it comes to business from those that are outside the faith, but again - it’s just important to always put those things next to Scripture and stick with the things that align with the Word.
That being said, I would highly recommend you pick that book up and read it multiple times.
I believe it could be one of the most helpful things you do as it relates to setting up successful marketing systems in your business.
By the way, I recorded a podcast episode that goes over this exact topic if you’re interested in checking it out.
You can find that episode here.
Hope this was helpful!
Talk soon,
Colin