Stealing the Competitor’s Clients Using the Number One Small Business Advertising Sin
Let’s get down to business. Customers only care about one thing, WIIFM (“What’s in it for me?”) and yet small businesses often commit the sin of advertising about themselves or their business. This is usually because the owners and their advertising executives that help them make their ads, don’t know the difference.
The thing is, you’re not alone. You are not the only one in your small business advertising that’s committing this “sin”. Actually the majority of your competitors are also. This is why you would fail to achieve the results you’re looking for when you mimic your competition’s advertisements.
But the good news is, if you can turn this around for your business, it will make your small business advertising infinitely more effective. By changing your message and delivery to your potential customers, you’ll be able to “steal” your competition’s clients away! By using subtle and effective changes to your advertising, your competitors wont be able to tell why their clients are suddenly after your business.
As identified, the key to successful small business advertising is that you have to tell customers what is in it for them. Why should they purchase the product or service offered by your business, as opposed to any other is what your advertisement should answer. Whether a small business is the “best” or the “fastest”, it only seems like bragging on an advertisement, instead of answering the client’s question.
They just don’t like bragging. They’re not interested in why you feel you’re business is so awesome. Remember, “WIIFM” if they do business with your company.
So you need to tweak and re-word your advertising, often very subtly, to focus on the benefits to the customer specifically. One very popular home supply store doesn’t advertise that they’re the cheapest. Something more like “You save big money!” would tell the customer their benefit. They show their focus is on the customer that’s reading or listening to the advertisement. The customer knows that it’s just for them.
Changing that focus through subtle changes in the words you use in your small business advertising is really very simple. It’s all about changing your message from “we” and “I” and “our” to “you” and “your.” Speak directly to your customers in easy-to-understand language and tell them how they can have the things they want in their life by buying what you’re selling. Put something along the line of, “Your dreams will become reality with xyz.” “xyz” being what you’re selling.
It takes some practice to continually keep track of your small business advertising messages and fixing them when needed.. As these adjustments are made, you’ll begin to notice an growth in business. They may not be able to directly tell the difference, but you’ll know that it was because you focused on them, and not yourself.
Want to find out more about small business advertising, then visit Michael Hearne’s site on how to choose the best small business advertising for your needs.
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