I was on a routine sales call one morning, when someone I had hoped would be a potential client made a familiar statement. "We do not advertise," she said. For those of us in marketing or sales, this statement has become more and more commonplace.

Let me for a moment point out that U.S. companies invest over $80 billion in advertising in TV markets alone. Would they be doing this if TV advertising was something they believe wouldn't work? No. Companies expect returns on their investments. So what are some of the reasons other companies don't feel they need to advertise?  Many clients see their businesses as strong, with revenue coming in; hence, no need to advertise.

If you have available cash flow to support an advertising campaign, don't lose focus on the end result. Studies show that without stress you are more likely to "think outside the box," allowing your marketing to be more creative, with a better chance or creating an emotional response in potential customers. Emotional responses help your prospects remember your brand. So take the extra funds, use that creativity, and come up with an amazing advertising campaign that will put your company in the game.

Remember that advertising works in cycles and it may take time before a prospect becomes a customer. It's called creating brand awareness. That is why we see a lot of the same commercials repeated on television and hear the same radio ads day in and day out. For a more successful advertisement, you will need to create something that will leave a lasting impression. We are all very aware of who Jake from State Farm is. In today's digital world, data can be easily collected online. You can see how many "clicks or impressions" an advertisement has received, thus, allowing you to see if you need to change it or if the ad is effective for your business. Paperitalo Publications works with our clients to help develop their messages for professionals in the pulp & paper industry.

Investing in your company's future ensures that it will have a future, because if you wait until your company is struggling, it may be too late. Your goal is to remain at the forefront of customers' minds, because if you aren't--someone else is.