I don’t have to tell you how busy everyone is. Wait… yes I do. You’re a business owner – and your growth depends on attracting new customers. News flash: everyone is busy. Really busy. But we’ve done it to ourselves. It’s probably a reason why stress is at its peak, massage therapy is booming, and we get sick more often.
Why does this matter to a small business owner? Because you have to get these people’s attention. Just because your doors are open, don’t expect people to find you. You probably have some great ways to really help people. But they don’t know about them. I didn’t say they don’t know WHO you are – they don’t know how you can help them better than they’re currently being “helped”.
So… how do you advertise to these people? First and foremost – forget everything you have ever learned or think you know about advertising. I’m not kidding. You think advertising is just getting your name out there? That’s not advertising. That’s like putting your business white page listing into a newspaper ad. That’s putting your name and cliché slogan on an online banner ad – it doesn’t work.
Great advertising can make a huge impact on people. It makes them think differently. It makes them actually consider not shopping or buying from where they usually do…and make a switch to a different company like you. And that’s not easy. That’s not just buying some ad space or ad time and seeing what the “ad people” can come up with. This takes thought, time, and research. Continually. BUT… once you figure that out, and stop thinking that advertising should have a nifty little formula where you plug in x amount of $$ to get a y amount of return, it gets easier. Then, you’re on the right track.
Someone may have led you to believe that all you have to do is buy a slug of ads and expose them to a big audience. Like radio, TV, ONLINE, billboard, etc. But the honest truth is… big deal. I don’t care if you can access a million people with an advertisement. If you’re not making people stop and think about where they buy, you’re not going to be happy with your ad investment.
Everyone is busy. So make them stop and think about you. Tell them something they don’t already know. Tell them something they might give a hoot about. Don’t talk about YOU… talk about THEM.
Advertising can work wonders – when you stop boring the socks off of people and when you stop saying things that are so easily ignored. There are no rules. Come up with something to say that matters. If you can’t figure that out… don’t bother advertising.
