WARNING to Home Based and Small Business Who Want to Buy
Television Cable Advertising By Dr. Letitia Wright, D.C.
Copyright 2005
Most small businesses will not even try to advertise on
television. It’s too expensive and the audience is too broad.
The ads on television are not targeted enough. Think back to the
last time your entire family was gathered around a television
set. It was fun family time, but think of how different each
member of your family is. The children at different ages want
different things. The parents depending on their age and
occupations could be concerned with wildly differing issues. Was
there a grandparent or aunt or uncle there too? Each person has
entirely different attitude and interests, yet the commercial
was tailored for only one person out of that group. The message
is wasted on the rest of the family who don’t care about the
product or the problem it solves.
There are ways that a small business and even a home based
business can get on television and get their message to the
market they are after. First of all, know your client. Know
everything you can about who you are selling to. If you think
your product is for everyone, this article will not help you. If
you know everything about your target market, you will know
where to find them. Where they hang out, what they read, eat,
wear and watch. Who influences them, who angers then, who
inspires them, who informs them. That where you want to be also.
On television, check out the shows and cable channels that speak
to your audience. For my show, The Wright Place TV Show,
Lifetime, O network and WE channel are where a lot of my viewers
will also be.
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