As a business coach, one of the most common frustrations I hear is that advertising just doesn’t deliver the right results. This often comes from a deeply rooted misconception of how advertising works. It’s not enough to simply create an ad and buy some air time, impressions or space on a page. The ads need to be created with a specific purpose in mind.

For any advertising campaign to be truly effective, it needs to be in complete alignment with your business goals. To get the results you want, you need to know what those results are. I’m not talking about a specific number of leads generated or a target number of conversions. I’m talking about the fundamental actions you want the person watching, listening or reading the ad to take. Continue reading →