How Coaches Can Make Advertising Work For Their Clients with Adrian Ulsh

As a business coach, you’ve likely had clients ask:
“Should I use TV advertising to promote my small business?”

It’s a common question—and a good one. Advertising is one of the most expensive line items in any small business budget. That’s why it’s critical for you, as their coach, to guide them toward smart, results-driven advertising decisions.

While digital marketing dominates today’s conversations, TV advertising still holds power, especially in local markets and targeted cable zones. In this article, we’ll break down the pros and cons of television advertising for small business, so you can determine if it’s a smart move for your clients.

Why TV Advertising Still Matters for Small Business Marketing

Television advertising combines sight, sound, and motion, making it one of the most engaging mediums available. Unlike print or digital ads that rely solely on visuals or text, TV ads immerse viewers in a full sensory experience. That’s why it can be so effective—if used strategically.

Key Benefits of TV Advertising:

• Visual and emotional impact: Color, movement, and sound work together to create high recall and emotional resonance.

• Broad reach: TV reaches nearly every demographic and household—still more than many online platforms.

• Local, regional, or national options: You can target as broadly or narrowly as needed.

• Cable advertising precision: Niche cable channels allow businesses to target ideal customer segments by interest or location.

• Repeat exposure: Ads can run 24/7 and be scheduled during specific times or programs.

Real-World Example: Cable TV Advertising for Local Chiropractors

Several years ago, I helped a group of 10 chiropractors in a large metro area dominate their local markets using targeted cable TV ads.

Instead of advertising across the entire city (which would’ve been expensive and wasteful), we used the cable company’s five defined zones to target each chiropractor’s specific neighborhood.

By pooling their budgets—$2,000 per doctor—we bought over 5,000 TV spots per zone, per month. The result? Market domination. Each chiropractor had proprietary access to their zone, with their ads running non-stop within their local area.

Lesson: Smart targeting plus shared investment can create massive exposure at a manageable cost.

Advantages of Cable TV Advertising for Small Business

• Geographic targeting: Cable providers often break large cities into zones, allowing local businesses to focus only on areas they serve.

• Interest-based programming: From Food Network to HGTV to ESPN, your client can advertise on channels aligned with their target audience.

• Access to exclusive time slots: Some providers offer exclusive deals—your ad won’t compete in a block with 10 others.

What Coaches Should Know About TV Advertising Challenges

The Drawbacks:

• High costs: While prices are dropping, airtime and production can still be expensive—especially for national or prime-time spots.

• Ad clutter: Viewers may see your client’s ad surrounded by several others, making it hard to stand out.

• Viewer distraction: Many people mute commercials or head to the kitchen during breaks.

• Limited availability: High-demand programs have limited inventory and may be sold out or overpriced.

• Uncertain reach: Audience size fluctuates depending on competing shows, weather, and even the time of day.

• Production complexity: While DIY tools have made it easier, clients still need a clean, professional video to maintain credibility.

Is TV Advertising Right for Your Client?

As a coach, your job is to help clients evaluate their advertising options based on:

• Budget

• Target audience

• Geographic reach

• Timeline

• Conversion goals

Pro Tip:

If a client is new to TV, start small. Run a short test campaign in a defined area. Monitor metrics like:

• Calls or visits to a custom URL or landing page

• In-store coupon redemptions

• Direct inquiries mentioning the ad

Test > Track > Tweak. That’s the formula.

TV Advertising in the Age of DVRs and Streaming

While some coaches worry that DVRs and streaming platforms are killing TV ads, they also create on-demand visibility. A well-placed ad in a local news segment or popular niche show can still deliver impact.

Just make sure the message is clear, benefits-driven, and tied to a strong offer (like a limited-time discount or a free consultation).

Final Thought for Coaches: Focus on ROI, Not Impressions

Your clients don’t need more “visibility.” They need measurable return on investment. A smart TV ad campaign—especially on local or niche cable channels—can provide that, but only when it’s paired with:

• A compelling offer

• Clear tracking tools

• Strategic placement

If the goal is brand awareness, TV can work.
If the goal is immediate leads or conversions, start small, track closely, and always tie back to your client’s core business objectives.

Coming Up Next: Is Magazine Advertising Still Worth It?

In the next installment, we’ll explore how coaches can help clients leverage magazine advertising—including when it works, when it doesn’t, and how to make it pay off.