BRX Pro Tip: Don’t Pay for Advertising
Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, it never ceases to amaze me to be in business with someone who is a professional copywriter. But you say don’t pay for advertising.
Lee Kantor: [00:00:18] Yeah. I think that most small and mid-sized businesses should not. Their first move shouldn’t be paid advertising or pay-per-click or any of those things. I think it’s so much more efficient to grow your business, your professional service business or your small retail business, in other ways.
Lee Kantor: [00:00:40] And one of the best ways is to collect email addresses from people who are already buying what you got and try to build out from there, rather than using paid advertising and hoping you’re reaching the right people to bring traffic into your business and hoping that some of those people are going to buy what you got.
Lee Kantor: [00:01:01] One of the negatives of paid advertising is you have to have a compelling offer, obviously, to get someone to take any type of action. And, usually, the first move that small businesses make is some sort of discounting or lowering of a price or some freebie. And when you are using paid advertising to attract somebody that’s price sensitive, those people usually aren’t your best clients. They’re just shopping for the best deal, and that’s not bringing you really a client that is going to be profitable for you down the road.
Lee Kantor: [00:01:33] So, I think you’re much better served in building superfans who are buying what you got. Ask them to take an action by giving you their email address. And then, create enough content or value via the content to keep them happy to keep doing business with you. And if you can create messaging that creates more incidents, one more time they’re coming to see you buying one more thing, that’s going to be a much more profitable client for you rather than this person that’s just shopping for the best price and they’ll leave you in two seconds if somebody offers something that’s going to save them 50 bucks.
Lee Kantor: [00:02:17] So, I think you should control your list, create as big of a database as you can of people that already like you, and then message them through emails. And you can do that in an automated way. You can do that in a personal one-on-one way. But you have to kind of maintain an ability to communicate with your tribe in the most cost efficient way as possible and not rely on these third party platforms that, basically, are charging you to talk to your own people.
Lee Kantor: [00:02:46] So, you’ve got to move your people off these platforms into a list that you can control and message these people when you want for free rather than having to pay these platforms, like Facebook or LinkedIn or Instagram, to reach the people that have already signed up than say they like you. So, you’ve got to figure out a way to get them off those platforms into your own database so you can communicate with them in the manner you want, at the frequency you want without having to keep paying extra, basically, just to reach the people who already said they want to be reached by you.
