Advertise Benefits - Not Your Mug!
by BIG Mike McDaniel
Published on this site: March 3rd, 2006 - See
more articles from this month
So you are planning to advertise your business on cable and
the ad person has suggested you do your own commercial...
and you are thinking about it...
Whoa! Stop! No, No, No! Don't be another car dealer standing
in front of the dealership telling the viewers his dealership
is number one in the district. It ain't funny. It happens all the time and it is really sad.
People who should know better end up making a stupid advertising
decision because some "gotta make my quota" sales
type said "Why don't we put you in the ad?"
You can count the number of successful commercials starring
the business owner on one hand. And it is a close-knit club
you are not likely to crack, especially with the high school
kids the cable outfit will send over to do the commercials.
And another thing, what is for sale? You? Does seeing your
wooden movement make anyone want to come by the dealership
(or plumbing store or body shop)? Not a chance. Will people
notice, you bet. Your neighbor will tell you he saw you, and
a whole bunch of people will be turned off by Mr. (Mrs.) Ego
saying the same old tired things.
Sell benefits, not benefactors. Remember WIIFM "What
is in it for me?" Not you saying "largest selection
in the valley!"
Think about this for a minute; of all the local commercials
you have seen, heard and driven past, the ones with the photo
of the staff standing in front of the building, or the grand kids shouting something about their
grampa or some guy trying to sound like Tom Bodett have not
impressed you favorably one bit have they? You probably even
laughed. But it looked different to you when the ad guy suggested
it, right?
Ease their pain and you will gain. Sell benefits. Don't let
anyone talk you into being in the commercial, or going down
to the radio station to record your own, or (Yuk) putting your 40 foot mug shot on the billboard out by
the sewer plant.
Plan your advertising to sell benefits and do it with professionals.
You will have more traffic, sales and profits. And your face
won't peel off after the billboard sits for two months without
new paper.
For more about small business advertising visit, http://BigIdeasGroup.com
BIG Mike McDaniel, All Rights Reserved BIG Mike is
a Business Consultant and Professional Speaker. His BIG Ideas
Group helps business grow with promotions, special reports,
mastermind groups, seminars and consulting. Subscribe to "BIG
Ideas for Small Business" Newsletter visit http://BigIdeasGroup.com
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