Your advertising message is important. Do you need to try harder?
It’s tempting to write an ad filled with tried and true ad speak, using phrases such as “locally-owned”, “for all your _______ needs”, and a current favorite, “now more than ever.”
You may even have convinced yourself that it is good enough. And maybe it is good enough to introduce your business to the market. After all, bland awareness is still better than unawareness, right?
But if you can take out your brand name and insert a competitor’s and no one would know the difference, can you really expect to get the best ROI on your ad dollar?
Those businesses that convey how their products or services are synergetic with their customers will experience the most success from their advertising dollars.
We’ve been saying it for years – talk to the customer in the language of the customer about what’s most important to the customer.
Face it – potential customers don’t care that your product has “award-winning safety.” But they will care that their family will be safe using your product. They don’t care that you have “been in business for 25 years.” But they will care that you have the stability to protect their investment with you. And they don’t care if your product is at “an all-time low price.” But they will care if the product does what it’s supposed to do and lasts.
Take your message to the next level. Don’t just settle for commonplace, tired ad speak. Dig deeper to convey how your product or service can make your customer’s life better. Then you won’t have to worry if your advertising is providing a return.
