If the core of your advertising strategy involves city-wide newspaper ads, radio, city-wide TV ads, billboards, or any combinations of these, then your advertising is causing alot of collateral damage to your bottom line.

If you subscribe to the philosophy that the more people that see your ad, the more people you'll attract, then it's time to consider a smarter way to advertise.

I know this first hand - I'm a recovering shotgun advertiser who finally discovered a smarter way to drive traffic.

To be successful advertising, you don't need to reach large numbers of people. You instead need to reach the right people - the people who live or work within a 3-5 mile radius of your store and who are more apt to buy from you.

Reaching the right people means focusing in on those most likely to shop at your store and buy from you. You can do this by:

1) advertising in neighborhood newspapers

2) sending postcard to the zip codes and neighborhoods surrounding your store

3) advertising on cable TV programs that match your target market demographics to these same neighborhoods

4) advertising door-to-door using door hangers in the neighborhoods surrounding your store

5) using any type of advertising medium that zeros in on your target market

Aim for those customers who live and work in close proximity to your store and you'll find your ad effectiveness not only increase but your advertising budget sharply reduced.

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