The Number One Small Business Advertising Sin and How to Use it to Steal Competitor’s Customers
Filed Under Marketing and Advertising
Let’s get down to business. When it comes to small business advertising, the number one sin most small businesses unknowingly commit is talking about themselves or their business in their advertising-instead of recognizing that with customers, it’s all about WIIFM (”What’s in it for me?”)-and they should be focusing exclusively on their customers. Many small business owners, and sometimes their advertising executives can’t tell the difference between the two.
The thing is, you’re not alone. When it comes to small business advertising, you are definitely not the only one committing this “sin”. Your competitors are also going the same route. So if you mimic your competition’s advertising, you wont get the results you’re after.
There is hope. You can make your small business advertising much more effective by turning this way of advertising away. Also you have to change the way you deliver your message, and the message itself to “steal” your competition’s customers away! They probably won’t even be able to identify why their customers are suddenly switching to you, because the difference in your advertising can be very subtle, but also extremely effective.
The key to successful small business advertising is telling the customers what’s in it for them. Why should they purchase the product or service offered by your business, as opposed to any other is what your advertisement should answer. Many small business owners think they answer this question in their advertising, because they tell customers that their service is the “best” or the “cheapest” or the “fastest” but often that just comes off as bragging and being self-centered.
They just don’t like bragging. They’re not interested in why you feel you’re business is so awesome. What will they get from your business?
So you need to tweak and re-word your advertising, often very subtly, to focus on the benefits to the customer specifically. Let’s say a home supply store’s advertisement doesn’t say “we’re the cheapest!” Instead, in order to answer the customer’s number one question, they could put “You save big money!” When it comes to the person reading or listening to the advertisement, they’d recognize that your businesses focus is towards them. They see that it’s personalized for them.
Changing that focus through subtle changes in the words you use in your small business advertising is really very simple. Instead of using “we” and “I” and “our” - you should use - “you” and “your.” Speaking directly to your clients to where they easily understand that you’re offering them the things they want through what you’re selling. Put something along the line of, “Your dreams will become reality with xyz.” “xyz” being what you’re selling.
It takes some practice to continually keep track of your small business advertising messages and fixing them when needed.. As you make these changes, you will see an increase in your business. Clients probably wont take too much notice to the little differences while on the way to your store, but you’ll know that it’s cause you’ve focused on them, and not bragged of yourself.
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