Mar
9
The Number One Small Business Advertising Sin and How to Use it to Steal Competitor’s Customers
Filed Under Marketing and Advertising | Leave a Comment
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.
Mar
6
3 Steps to Small Business Advertising Success with Classic Salesmanship
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What triggers a person to buy a product or service? One answer may be classic salesmanship being used with a customer from a salesman. And what does classic salesmanship entail? Getting to know the customer and how they can benefit from a product or service is step one. The salesman then directs them to the product or service with the features they need to get the benefits desired.
A good salesman will do things that most small business advertising does not. They make a personal connection with customers and gain emotional reactions. Then it backs up that emotion with logic and reasoning that supports what they want to do based on their emotional response.
The majority of small business advertising in print an other media simply show the features of a product or service, instead of showing the customer how they’ll benefit from those features. In reality, customers do not care about a feature unless it will directly benefit them.
For example, one feature of a car may be that it holds up to seven passengers. But if I have a family of three, I have no reason to want or need this feature. It doesn’t benefit me. But if a good salesman were to discover that my only child has a bunch of friends over all the time, and that I shuttle them frequently between activities, classic salesmanship can take over and the salesman can recognize how the feature can benefit me.. That vehicle with room for seven could make life easier because I can fit everyone into it, thus making me the coolest dad on the block cause my child can spend more time with friends.
In order to have effective small business advertising, it’s important to know something about your customers, or potential customers. When you know your customers well and can describe them, you can create small business advertising that will speak to those customers directly. You can demonstrate how they will benefit from your product or service.
The key to success in small business advertising can be summarized in three words: Features. Benefits. Emotion. But the response you want to get, and the order that these words and concepts matter to customers is in reverse.
First, your small business advertising must elicit emotion. It has to make an emotional reaction or response. They must feel connected or desire your product or service.
Next, you must justify the emotional desire from your customer by showcasing the benefits in your advertising. People are looking to purchase a product or service that they desire, but they must first justify the expense. To help your customer justify their expenditure on your product or service, you need to describe the benefits.
Last you can show off the features of a product or service. Remember, features only matter when they demonstrate benefits that backup the customer’s emotional reaction and desire to buy. So don’t start out by focusing on features in your small business advertising.
Don’t forget, if you want actual business to result from your advertising, then you want to gain your responses in the proper order. Emotional response comes first. Second, describe the benefits that will justify the purchase. Then third, show off the features that provide these benefits.
Mar
5
E Books: Find The Fast answers You Need: Real Google & Wikipedia alternatives: Instant Article Wizard Pro Vs Answer Analyst, Which To Buy?
Filed Under Marketing and Advertising | Leave a Comment
Fast Research For Article Writing
Writing articles is needed in many fields of work ranging from research to marketing, to name but a few.
Leveraging The First Generation Of Research & Article Writing Software
Checkout Instant Article Wizard pro for more information
For the last couple of years, I have been able to enjoy using Instant Article Wizard Pro.
Until recently I was satisfied that it saved me massive amounts of time in both research and the initial draft of my articles, which are always the most time consuming. So why consider an alternative like Answer Analyst
The Next Generation Of Software Are All In One (Research, Analysis & Article Writing Software)
Checkout Answer Analyst for more information
So, you may be asking yourself, what is so special about Answer Analyst?
Let’s cover the similarities first: both Instant Article Wizard Pro and Answer Analyst are capable of grabbing the information “from across the web” about any keywords and create coherent and grammatically correct paragraphs for any articles on any subject.
Both software excel at completing research in seconds, whilst the same activity done manually would take days.
Having completed the “research piece” using either software, the next step is simply to cut and paste the relevant paragraphs in a brand new article.
Now let’s cover the main differences between Instant Article Wizard Pro and Answer Analyst:
Any seasoned internet marketer, would tell you that, “keyword research mastery” is one of the key to both finding profitable niches and understanding what your prospects are looking for. So now consider this: what if by entering a few keywords in a piece of software (preferably high converting keywords), you were able to identify the exact questions, which have been asked by real people and, then use these same questions to carry out your research and write your article automatically?
Would the software feature described in the above paragraphs be of interest to you?
Clearly, Answer Analyst changes the game of on line research and article marketing in one go, it is a game changer, which can be utilized in multiple ways to carry out research, and write articles at speed you never thought possible
Surely 10 minutes for a unique article of 500 words sound fast enough!
Then of course, I should also mention, for the benefits of Marketers, that writing product reviews is now as easy as a walk in the park. Now before I end this article I would like to recommend you watch the video of the software mentioned in this article and I strongly recommend Answer Analyst for experienced internet marketers or those who work for them, and Instant Article Wizard Pro for those with less experience.
Watch the Instant Article Wizard Pro video.
Mar
5
How to Spend Your Way to Wealth by Buying Clients
Filed Under Marketing and Advertising | Leave a Comment
Are you paying for customers?
Shouldn’t you be?
That’s the goal of your “small business advertising” - purchasing customers…
Then they turn around and pay you more…
So it’s an investment…
We all agree on that, so how much are you really spending on your customers?
And what’s your Return on Investment (ROI) on that investment??
If you shrugged at any of these questions, then no worries, you’re not alone…
A lot of small business owners think they know, but have no actual hard data-based answers…
And hey, they’re still in business…
So it’s probably not too crucial to small businesses, right?
It depends on where you want your business to go…
The majority of small business owners earn less money than mid-level management in large businesses…
And work longer hours…
A few have risen into the 6-figure net income arena…
And a few more have made it to true wealth…
Business and financial success make up the second group…
Even if you love what you do - why spend 80 hours working and only making 40 hours worth of pay?
Isn’t our businesses supposed to enrich our lives?
If so, then maybe we should rethink how we spend money on advertising…
Find out how much each customer is costing you, because if you could greatly increase your profit, how much would you put into them?
Well, that’s the name of the game in small biz advertising…
Spend a buck this week and get back two next…
Rinse and repeat… and repeat… and repeat…
Until it stops working… If an ad works, stay with it until it doesn’t anymore… All the while tracking and measuring the profit it brings in…
But let’s get back on track…
We have questions to answer…
Like your ROI vs. Client Acquisition costs…
There’s a couple ways to track your ROI…
Your break even point comes first…
You could hurt your businesses cash flow if you don’t find this out…
But if you learn where you break even, and within 7 days get that ROI of 1, then you can start to plan ahead…
If you break even at 7 weeks – then you need to plan differently…
You get the point…
So, once you know your client-getting cost and your ROI at various points in time, let’s talk about how to improve your ROI…
There’s two steps towards making your ROI better in your marketing…
Lowering costs or increasing income… those are the two step towards growing your businesses profits…
Lower your client acquisition costs by finding better deals on advertising, or trying different and cheaper forms of advertising…
It’s one way to improve ROI, but nothing exciting…
Because, eventually you’ll reach zero if you keep going down on costs…
But who cares if you’re gaining an ROI of 1,000% on every dollar?
Well what matters to us as small business owners, is what do I get to keep at the end of the day?
All this boils down to is this - don’t focus on your ROI and throw out your worry about net profit…
By taking the second step to improve your ROI, you’ll nail both goals - improved ROI and better net profit…
The second method being to increase income from each new client…
There are two ways to do this:
# Increase the transaction size for each client
# Increase the frequency of client purchases
You can increase the transaction size by raising prices….selling add-ons at the point of sale….upsells to premium versions of your product/service…. or cross-sells of items only loosely associated with the original purchase…
By joint venturing to provide some added new products or services, or by adding continuity to your business (memberships, subscriptions, etc.) you can quickly increase the frequecy of your client’s purchases…
Within the next month you’ll see immediate increase in profit if your implement just one of these methods…
The difference between the successful small business and the failure is implementation of good ideas…
Most falling or soon to fail businesses are ran by owners that have the dream, but no will to execute it…
Don’t be that business owner…
Take what you are learning here and implement it – then share your success story with me so I can publish it on the blog…
Feel free to leave any questions or comments as always…
Here’s to always improving small business advertising!!!
Feb
24
1 Surefire Way to Waste Every Small Business Advertising Dollar You Spend
Filed Under Marketing and Advertising | Leave a Comment
Do you know how to throw away every dollar you’ve spent towards small business advertising? Keep spending your advertising dollars and don’t worry about what customers are discovering about you and your company. Don’t worry about how your customers are affected by the advertising you’re throwing money at.
Small businesses that don’t track and measure the effects that their advertisements are having on their customers are basically throwing their small business advertising money down the drain. Advertising executives read the numbers off of the advertising space, television and radio time, and many other forums for small business advertising. Advertising executives often push towards the demographics, readerships, and all around “hits” that your advertising has been receiving. How can advertisements that are being viewed by so many people be doubted, when all these numbers are being tracked?
But advertising effectively is about more than having your message seen and heard. Your customers do need to view your advertisement multiple time first, before they’ll actually take action from it. Second, that action is what matters Potential customers coming in to your business, or clicking onto your website is that action. Finally, you must record these actions based of which advertisement they were pulled from.
All in all, the actions taken after seeing your small business advertising is what’s really important. And since it’s so important, you should be tracking it as closely as you can. You should be tracking and measuring your return on every investment and advertising costs in every venue and promotion that you put out there. This is the only way you will objectively be able to determine where your advertising dollars are getting results and being well spent.
Some business owners do ask their customers or new customers, “How did you hear about our business?” but many do not even do that. Of those that do, there is often no subjective measurement or analysis made of the data. In fact, the data isn’t even completely collected.
Before you spend another dollar on small business advertising, the best thing you-as a small business owner-can do is to learn about the techniques profitable businesses use to track the results of their small business advertising. Learn ways to take your results, and compare them to the return from your investments. Learn which small business advertisments are being productive towards your business. Figure out which customers that advertising is attracting-in terms of specific demographic groups. Determine which advertising gets the best results for your business dollar for dollar.
One simple way to learn how to measure results from your advertisements is through an advertising executive that really knows what he’s doing. There’s many ways to easily accomplish this effectively. It doesn’t have to be hard, and it doesn’t require an extensive survey or outside resource to poll your customers.
It’s easy. So if you’re not looking to throw away all of your small business advertising funds, then learn how to track the success of your small business advertising before spending more money towards advertising. Then jump on the next advertising executive that comes near you and ask: “How can I measure the results of your advertising to see if it’s as good as you say?”
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