Growing your business is hard work, and anyone who tells you otherwise is lying. It involves having a clear and practical strategy that is both effective and sustainable.
However, the biggest issue that most small to medium sized businesses encounter is not that they are not willing to put in the hours, but that they don’t know how to best direct their resources. You can slog away for days, weeks, even months trying to implement a growth strategy to increase sales, but if the strategy is flawed then it will never work. As a business owner, the biggest marketing obstacle you will encounter is not implementing a strategy, but realising when one isn’t working.
My name is Oscar Calderon and for the last 7 years I have been working with companies looking to grow their business. In my work, I have learned countless lessons about the many marketing strategies that businesses employ, with varying degrees of success. Throughout this, one golden outcome has constantly come to the forefront. “Branding” doesn’t work.
Branding, or institutional advertising, is when a company looks to drive their sales by establishing their brand name as an authority in their field. While this has undoubted benefits for large international companies, the success simply doesn’t translate to small and medium businesses.
Every business should have a brand identity – no question. However, a brand identity is enough. By throwing money at branding for your small or medium sized business, you are simply throwing away good money. Branding only works when your brand has household name recognition. It is simply too easy for today’s consumer to do some basic research and find numerous other businesses that are doing exactly the same thing using exactly the same strategies. In all my years of working with businesses, I can count on one hand the number of overwhelming success stories using entirely branding approaches.
Direct response advertising is, for the vast majority of businesses, the way to go. I say this with absolute confidence and without hesitation. Relying on prospective customers to go from initial interest to completed sale, without any help from you, is an approach doomed to mediocre results. That is why I have put together this site…a one stop resource for all your direct response advertising questions and answers.
When it comes to direct response advertising, there are literally hundreds of distinct approaches that businesses can adopt, and it can be overwhelming to try and research them all and find the ones that will work for you. That’s where I come in. I’m going to do the first part for you. From identifying the most commonly used techniques and strategies to explaining the more industry specific approaches, I will explain why these approaches will work for you and how you can put them to work immediately.
Sounds too good to be true?
It is. I refer back to my first sentence. Growing your business is hard work, and anyone who tells you otherwise is lying. For these approaches to work, you need to understand why they work and how to implement them. I can explain why they work. I can show you how they work. You need to make them work.
If you are truly serious about growing your business, you need to make a commitment. I’ve made mine; I commit to providing you with all the information and strategies you need to grow your business. You have to make a commitment to use them.
For more information on Institutional advertising (Branding) vs Direct Response Advertising, watch this video where I break it down in more detail:
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