HOW advertising works for your business

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HOW advertising works for your business

I often hear small business owners grumble that statement with frustration: ‘No… Advertising doesn’t work’

And I always ask in return ‘How do you know?’

The answers inevitably include something like: ‘I have spent so much money on advertising but it has made no difference on our sales results’

Through hundreds of conversations with small business owners, I have discovered that there’s a huge misconception of what advertising really is about and what it should do.

Advertising has two purposes. Only two.

  1. Turn someone’s attention towards your business, product or service for the first time – in other words, make someone become aware that you do exist and why do you exist.
  2. Turn someone’s attention towards your business, product or service and remind them of the experience they have had with you so it triggers the desire to experience you again.

That’s it. Advertising is meant to do those two things. That’s all.

If the first one (make someone become aware that you do exist and why do you exist) is sufficiently compelling and it speaks to their desires, problems, or interests, a person will check you out.

That in itself is the moment when their experience of your business, product or service begins.

Our EXPERIENCE of something starts in the moment we become aware of it.

Our experience of something starts in the moment we become aware of it.

Antoanella Pernette

From that point on it’s all about the experience.

It’s all about the experience you create through your business, your sales process, through your product, service, logistics, marketing and so forth.

And here is something even more important you must understand:

If the experience someone had with your business, any part of it, has been negative, then consequent advertising will keep reminding them of exactly that, a negative experience, and in fact pull them further away from your brand. If the experience has been negative, then advertising becomes repulsion, rather than the intended attraction.

The conclusion is:

Fix the experience, create remarkable experience and your advertising will work beautifully. Your sales will soar, your results will increase. 

Experience trumps advertising because:

  • Experiences create emotions
  • Emotions trigger feelings
  • Feelings trigger thoughts
  • Thoughts trigger actions

A business objective should be to trigger the thought and consequent action of experiencing your product/service; through that create a remarkable experience and the desire to experience you again… and again.

So yes, advertising works. But if the experience associated with your business is not a positive and remarkable one, then no advertising can possibly help.

Fix the experience. All else will follow. Your clients are human beings. Emotions are what moves them and experience is what creates emotions.

Experiences create emotions 🔶 Emotions trigger feelings 🔶 Feelings trigger thoughts 🔶 Thoughts trigger actions

Antoanella Pernette

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WHO WE ARE &
HOW WE SEE THE WORLD

WHO WE ARE &
HOW WE SEE THE WORLD

We are a small team of mighty entrepreneurs. A team of great believers with shared intent to inspire & empower excellence.

But what does that really mean?

To us it means sharing knowledge and information, challenging the status quo, voicing original ideas, believing there’s always a better way and relentlessly searching for it. It means sharing tools, creating solutions and enabling fellow entrepreneurs to grow and become an inspired & empowered force.

Antoanella Pernette

Chief Experience Coach

With more than 3 decades of multi-industry business, sales and operations management expertise, Antoanella is passionate about the success of the people and organisations she works with. She believes the sense of joy and fulfilment must be part of business every day – happiness comes first, success follows. She believes passion and perseverance are like wings – you need both to fly.

The difficulty lies not so much in developing new ideas as in escaping from old ones.

John Maynard Keynes

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