Posted Tuesday, February 8, 2005
It makes no difference what media you use to advertise, the rules are the same. Benefits, benefits, benefits.
Advertise benefits and your advertising will be a success. Take a poll, they don't care about car dealers, banks or tire stores. All they care about is "What's in it for me?".
The fact that your dealership has been number one in the mid-region for 3 straight years is not advertising - it is bragging!
Explain what you have done for others. Tell what you can do for them. Remember the rule - it is always about them - not about you! Look at the advertising around you. Egads! Most of it is about the advertiser. Especially that 20 foot mug shot of the car dealer on the billboard.
Think benefits and you have a leg up on advertising that works, rather than advertising that gets the neighbors to say "Hey, I saw you on the billboard", or "..saw your picture in the paper again." Trust me, strangers won't mention your picture. And that giant billboard pic won't bring a sole through the door or get them to buy your product.
The reason you see so much bad advertising is that "ego" sells and the newspapers and billboard people know it. You even hear people who can't read stumbling through their own radio commercials. Three friends mention it and they think the advertising was a success and sign up for more.
You don't need a picture of your building, you need a description of what is inside and what it can do for me. Don't tell me you have the largest selection, or latest styles and colors. Tell me if you don't have it in stock you can get it overnight. Don't tell me you have 20 years' experience. Tell me you'll show up on time, smell good and fix my toilet, or I don't pay.
For more about advertising, get my article "What The Newspaper Ad Person Won't Tell You" Send blank email to my article-robot. Mike@BIGIdeasGroup.com
Let the other guys flush their ad money with giant pictures of the staff, or TV commercials with the grand kids shouting a slogan. You concentrate on WIIFM, What's In It For Me, and your advertising will work harder for you.
About the Author
©2005 BIG Mike McDaniel All Rights Reserved Mike@BIGIdeasGroup.com BIG Mike is a Professional Speaker and Small Business Consultant with over 30 years experience, (http://BIGIdeasGroup.com) Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:firstname.lastname@example.org