Call to Action vs. Branding
So when you’re faced with sluggish sales and don’t know what kind of advertising you should develop, look to what we call “The Perfect Mix.” Too many businesses panic because sales are off and simply produce “call to action” messages that totally ignore their branding. That is, they sacrifice the message of “who they are” for a quick sale. The problem is that very few people will remember who you are when you ignore your branding message. Ad Group’s philosophy is to mix the two strategies. Your brand is your personality. It’s who you are. People need this in order to relate to your product or service. In addition, remember to always give a potential customer a reason to call. Make your ads work for you. Unless you want to simply tell the world “who you are” you’ll get very little response. The “perfect mix” is the combination of these two principles. When you’re consistent with this pattern, you’ll have great success.
