You have probably never talked with an advertising person who gave you only 2 options. Oh, sure, you’ve been given hundreds of options regarding WHERE to advertise. A monkey could pitch you something like that. But those aren’t the options that get to the heart of advertising results. Let’s get to the MEAT of what makes advertising work.
1. Do you have a wham-bam, out-of-this-world “thing” within your business which allows you to stand above and beyond your direct competition? Like maybe a service to customers that makes people go, “Wow, the other guys don’t do that!” Or maybe you have a product that stands out and delivers a benefit far superior to your competition.
When you have something like I mentioned above…it gives you speedy advertising results. It makes people say, “Well, I’d be pretty darn stupid if I didn’t do business with that company.”
Now, what if you don’t have a hum-dinger of a differentiator? What if you’re a business that offers pretty much the same as your competition? Well, then you have to rely on option 2.
2. Create an emotional bond with your audience. And by audience, I mean the the group of people you can afford to reach week-in and week-out. BUT…here’s the part you won’t like – creating an emotional bond with your audience takes TIME. You’re going to be telling them things in your advertising that won’t make your phone ring off the hook the first day you start advertising. In fact, it will take 3 to 4 months before your advertising starts paying you back what you’re investing.
When you say things in your ads that people care about and that causes them to start trusting you, you’re on the right track. Think about what it takes to really trust a new friend or a business acquaintance. It doesn’t happen immediately. But when that new friend consistently acts in a way that “meshes” with your philosophies and morals…then eventually a bond begins to form and trust is earned. It’s the same when you’re attempting to brand your business into the minds of your audience. It won’t happen with your price and item ads, your boring slogans, your meaningless advertising clichès, or when you drone on about your “superior service” (prove it to me, Skippy).
You can create a very strong emotional bond with your audience by telling them stories. Stories about them, stories about you, and stories that help people visualize using your product or service and LOVING it. Over time, your audience will begin to have great confidence in your company and feel really good about what you stand for. That’s the emotional bond you’re looking for. Then, when your audience needs what you offer, they’ll give you a chance to earn their business before one of your competitors. You’ll be attracting the people who don’t have to “get it on sale”. You’ll be attracting the people who want a dependable business they can rely on and that will treat them right – the profitable customers.
Most smaller, local businesses don’t have the wham-bam, OMG! differentiator. But they still try to advertise logically to their audience with Who, What, When, and Where verbiage…without creating an emotional bond. It won’t work. It will never work. You won’t make a new friend if they don’t trust you. And you won’t create a new long-term, profitable customer if they don’t trust you. Start earning their trust in your advertising. Yes, it takes some time. But it’s the only option you have if you don’t easily stand out from your competition.
Oh, one more thing. Option #2 works better than you’d ever believe if you do it right. And your advertising campaign will keep working better and better the longer you stick with it. If you don’t chicken out in those first 3 to 4 months, you’ll be rewarded greatly for it.
Have a great day!
Duane Christensen
Non-Fat Advertising blog
