Isn’t that a Carly Simon song? Maybe not.
This post is for small businesses that try to squeeze the absolute most out of their budget. Today’s tip: Stop being so vague. Don’t beat around the bush. Be clear. What is it that you’d really like to say to your prospects?
Each ad you air or place that doesn’t give me any reason to notice you or move me closer to buying from you is a big fat waste of money. If you’re buying ads, you might as well be crystal clear in your message and give yourself a chance to attract someone new.
Being vague with your ads…or making sure your ad looks or sounds like every other ad is not the goal you should seek. Yes, it may be partially your local ad rep’s fault. So, that’s why it’s important to know more about making your ads spark a bit more. Stop taking your ad rep’s word as truth so fast.
Why not ask him or her for references? Why not ask to talk directly with some of their advertising customers? If they can’t give you any…or if they seem a tad squirmish about that…it might be a clue to find a new advertising person.
It’s not the “special of the week” that your ad person is selling that will get you results. It’s the power of your message and the well-thought-out strategy that will attract the new customers you’re searching for. A bad advertisement and strategy (or lack of) is still expensive no matter how cheap you get it.
So, back to my tip. Avoid vague ads that are filled with fluff and say nothing to your prospect. Don’t believe that everyone is super excited to see or hear your next advertisement. They’re not. Bring some value to the table. Get their attention. Be real. Be crystal clear about who you can help, how you can help them, and why they should do business with you (instead of your competitors).
