Many years ago a business owner wanted me to fill his nightclub on the slow nights of the week.

The club already ran cheap drinks and promotions on these nights… and the club was empty.

I declined the challenge because good advertising can’t overcome the problem of, “people don’t go clubbing early in the week!”

I asked some questions.

Q. When do you have the biggest crowds?

A. Friday and Saturday nights.

Q. When do you charge the most for your drinks?

A. Friday and Saturday nights.

Q. Is there room for growth on these nights?

A. Yes.

Advertising could solve this problem.

Our advertising strategy concentrated all resources on driving more people to Friday and Saturday nights.

Result? The club’s weekly sales went from $15,000 to over $45,000.

The lesson: Advertise what customers want to buy… not what you want to sell.