WARNING to Home Based and Small Business Who Want to Buy Television Cable Advertising
By Dr. Letitia Wright, D.C.
Copyright 2005

Most small businesses will not even try to advertise on television. It’s too expensive and the audience is too broad. The ads on television are not targeted enough. Think back to the last time your entire family was gathered around a television set. It was fun family time, but think of how different each member of your family is. The children at different ages want different things. The parents depending on their age and occupations could be concerned with wildly differing issues. Was there a grandparent or aunt or uncle there too? Each person has entirely different attitude and interests, yet the commercial was tailored for only one person out of that group. The message is wasted on the rest of the family who don’t care about the product or the problem it solves.

There are ways that a small business and even a home based business can get on television and get their message to the market they are after. First of all, know your client. Know everything you can about who you are selling to. If you think your product is for everyone, this article will not help you. If you know everything about your target market, you will know where to find them. Where they hang out, what they read, eat, wear and watch. Who influences them, who angers then, who inspires them, who informs them. That where you want to be also. On television, check out the shows and cable channels that speak to your audience. For my show, The Wright Place TV Show, Lifetime, O network and WE channel are where a lot of my viewers will also be.