Are You Presently Shooting Your Advertising And Marketing Dollars With A Shotgun Or A Rifle? What Is The Big Difference?

In advertising your services or widgets, what approach do you use? Do you scatter your advertising efforts over a wide range hoping to hit something? Or do you take careful aim, striking the target more times than not?

Shotgun Marketing and advertising

Gun aficionados are going to shoot me here (no pun intended), but whenever I use the term "Shotgun Marketing", I have this idea of Al Pacino blasting away in Scarface - I'm repeatedly told that he does not use a "shotgun", but you get the idea.

A shotgun shoots shells over an area with the hope that at least a few of them hit the target. The word "shotgun" is actually defined as "covering a wide range in a haphazard or unsuccessful manner".

Examples of shotgun marketing and advertising include: cold calling, bulk mailings and advertisements in large circulation, and general publications.

In the online world, shotgun advertising includes banner advertising on sites that get large quantities of generic guests and spamming emails.

If you are a professional services company (virtual assistant, internet designer, etc.) and haven't adequately researched your potential clients, your marketing is going to have the same ineffective scatter-type effect.

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Rifle Advertising and marketing

I think you understand where we're going with this. Rifles bring things into focus, allowing you to take careful aim before pulling the trigger.

Remember that your ad must feature a "call to action". Many marketers forget this important step. After you have peaked your target audience's curiosity and sold them on your benefits, you have to tell them what to do.

To get traffic or increase site traffic for your company, rifle advertising is where your focus should be. If you know your target audience, really know them, you need to be able to initiate marketing and advertising campaigns with sniper-type accuracy.

Traffic exchange can be a very controversial subject over the Internet. Either you enjoy it or you will detest it, but few can stand indifferent. Rather often, the cause of scepticism may be traced to either an insufficient ability or even a deficit of knowledge in using traffic exchange correctly.

"Rifle Marketing" enables you to be more personal in your marketing campaigns. You'll be able to also devise campaigns that are made up of more than just a simple postcard or letter.

For example, to symbolize just how much time (or business) your potential clients are wasting (throwing away) by not employing you, send your sales letter in a little trash can with a label on it (always send First Class).

Your mail is bound to be opened more frequently (and more quickly) than all the other letters arriving in envelopes via Third Class mail.

Innovative campaigns like the preceding not only increase the chance that potential clients will contact you, they tell the client something about you before you even speak: you are results-oriented, you think outside the box and you think right before you leap.

This is the type of person that smart company owners want on their team.

Which is better?

At first glance, you might want to say that the "rifle" method is better than the "shotgun". However, it depends on your business, your personality as well as your target audience.

In banner building, you can design attractive banners and position them at the right spots on the right websites. They ought to be interesting, nicely developed and attractively worded to allure individuals to click on them so that traffic to your website improves.

Whichever your preference, remember to keep your marketing campaign true to your personal style and that "less done well" is a lot better than "more done poorly".

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