Sunday, November 4, 2018
TIMING IS EVERYTHING by David Margolis, President, Syndicated Ad Features
It is often said that “timing is everything,” and, indeed, it is sometimes the case that chance, desire, and opportunity converge in a single moment. However, it is more often the case that “persistence pays off.” This quote linking success to steadfast effort is likely to have more resonance with professionals and business people because it reflects the reality they know to be true. Sure, it is possible that the driver of a car with an overheating engine will spot a billboard for an auto mechanic at the next exit. But, it is far more probable that vehicle owner will already have an ongoing relationship with an auto technician locally, based upon the technician having established a reputable business and advertising it consistently.
According to the report “How America Shops and Spends,” very few consumers have a need for a particular piece of merchandise (or service) on any given day. Thus, the likelihood that an advertiser is going to appeal to their needs with spot advertisements is very low. Advertising needs to be regular and consistent so that it directly appeals to
consumers when they are ready to buy, not just when advertisers are ready to sell. With this in mind, Syndicated Ad Features enlists clients to participate in weekly advertising in local newspapers in a format that is designed to promote trust and familiarity. That way, consumers, patients, and those in need of specific services know where to turn when their needs arise.