Can you define the word “the”? It’s such a simple word, and we all use it countless times every single day. In fact, it’s such a common word that most of us have never tried to define it. So what is the definition of “the”? According to dictionary.com, “the” is a definite article that is used, especially before a noun, with a specifying or particularizing effect, as opposed to the indefinite or generalizing force of the indefinite article _a_ or _an_. It’s likely that most of us took that definition for granted.

In the same way that we take the definition of “the” for granted, we also assume we know the benefits of advertising. Though most business owners know they should advertise, many may not be able to define exactly why. To better appreciate why advertising is the top investment every business should make, it’s important to spell out the many benefits:

Create Traffic: Continuous traffic is the first step toward increasing sales.

Attract New Customers: Constant market changes mean there are always new customers to reach.

Encourage Repeat Business: Shoppers have mobility and more choices than ever. Advertise to outpace competition and encourage repeat business.

Generate Continuous Business: Advertising can generate brand loyalty now and in the future.

Grow: A recent survey shows that companies which maintain or increase advertising over a five year period see an average sales increase of 100%.

Gain Advantage Over Competitors: This same survey showed companies that cut advertising grew at less than half the rate of those which advertised steadily.

Consumers Keep You In Mind: A continuous media presence keeps products, ideas, or services fresh in customers’ minds for when they decide to buy.

Successful Image: Advertising presents a successful image, letting customers and competitors know that the doors are open and you’re ready for business.

Maintain Morale: Advertising can boost confidence, job security, and morale of staff.

Stay In The Race: Vigorous and positive advertising can bring shoppers into the marketplace, regardless of the economy. Advertising keeps regular customers and counterbalances competitors’ advertising.

Big Bucks: Businesses that succeed are strong, steady advertisers. Research shows the most aggressive and consistent advertisers are almost invariably the most successful.

Tradition vs Organic