1 – Your market is changing! Due to circumstances beyond your control, you’ll lose 20-25% of your current customers due to no fault of your own. Changing demographics, increased competition, geographical moves, changes in income, marital status, new products, career moves, divorces, births, and a long list of other market conditions can cause your previously loyal customers to shop elsewhere.

2 – You control your advertising. You have little or no control over what is being said about you in social media or in the marketplace, but you have total control over the image your advertising creates.

3 – Advertising creates powerful “inter-media” synergies. Repetition sells, and businesses which reach and influence consumers repeatedly over time with multi-platform approaches, from on-air to online, build stronger consumer awareness, confidence, and sales.

4 – Advertising improves your sales closing ratios. It is much easier for your sales people to sell a consumer who has heard of you, knows who you are, what you stand for, and knows your reputation, than selling a consumer who has never heard of you.

5 – Competition is increasing. Advertising can keep you top-of-mind with your prospect and ensures you aren’t forgotten amidst your competitor’s advertising.

6 – Advertising improves staff moral. Employees and front line sales people feel more confident about the future of employers who invest in advertising. Advertising that generates more traffic also keeps them more active and motivated.

7 – Advertising can differentiate you. When products and prices are perceived to be the same or similar everywhere, the image and reputation you create with your advertising can be the tie-breaker that helps consumers choose you over your competition.

8 – Advertised businesses attract the best employees. The best candidates apply at businesses which they have heard of, and businesses which are perceived to have solid futures.

9 – Perception is reality. The best product or best service doesn’t always win in the consumer’s mind. The best marketer, that is the business which creates the best image and perception, is usually the winner in a crowded competitive space.

10 – Advertising improves web and in-store traffic. Consumers are much more likely to click on a link or visit a business they’ve heard of, than they are to patronize a business they’ve never heard of.

11 – Advertising is cost effective. If you could afford it, you would have a professional salesperson tell your story to every prospect in your market. Advertising was invented as a more cost effective way of telling your story to hundreds or thousands of people you could not afford to reach in person with your sales force.

12 – Recency works. Consumers who may have intended to do business with your competitor can often be swayed at the last minute to respond to your ad if they are purchasing today. Often the ad heard ‘most recently’ wins.

13 – Vendor relations. Vendors who recognize you as an aggressive marketer who will promote their products will give you preferred pricing, co-op commitments, and first notice of new product availability.

14 – Improved profit margins. Consumers have been proven to be willing to pay more for brand name products or businesses they’ve heard of over products or businesses they’ve never heard of.

15 – Stakeholder confidence. Investors, bankers, and would be business purchasers or partners place a value on the ‘goodwill’ or ‘brand’ created by your advertising.

16 – Advertising Improves your Return On Investment (ROI). Many of your fixed costs like electricity, rent, staff, etc, remain constant whether you have 100 customers or none. Advertising can generate the traffic and sales to ensure you capture a return on all of your other investments.

17 – Advertising reinforces your existing customer base; While your competitors repeatedly try to steal market share, advertising is a great reminder to maintain customer loyalty.

18 – Advertising increases sales. Advertising can keep your old customers coming back and can expand your customer universe by reaching new customers.