To succeed in today?s crowded marketplace where most of the
products and advertising look exactly the same, a small business
owner must stand out, shouting above the din with a message so
clear and compelling that prospects stop and take notice. It?s a
matter of business survival. Unfortunately, most entrepreneurs
quickly retreat to the supposed security of sameness, soon to be
lost in a sea of anonymity and a tidal wave of frustration. In
effect, albeit at a subconscious level, they are saying , ?I
don?t want to be different?.
In back room offices and store fronts everywhere, salespeople
are telling business owners they should do this or that kind of
ad because it worked so great for their competitor. The owners
nod and sign on. It?s already proven to be a winner, right?
WRONG! Change the name, background color and a font style and
you?ve got sameness. Put those ads in the yellow pages, a coupon
magazine or a TV commercial cluster and you?ve got advertising
death. Want proof? Ask a small business owner how well their
advertising is working. Don?t stand too close waiting for the
answer.
To make your advertising work, follow the principle if your
competition is doing it, don?t. Go where they aren?t and win the
battle without a fight. Resist the urge to get a listing in the
phone book because that?s where everyone else is. A coupon
direct mailer that features 6 or 7 of your competitors is a poor
choice too. Look for new opportunities in direct mail and email
campaigns. Look at direct response ideas. In short, try to find
the biggest number of clients you can find in one spot. Fish in
a barrel, not the ocean.
When you?ve chosen different channels to attract your customers,
make sure you overcome the ?so-what? factor in your copywriting.
An ad for a heating and air conditioning company that says it
has certified technicians that will fix your problem quickly is
a so-what line. No one is looking for uncertified slackers that
will get around to the problem whenever. A moving company that
mentions superior insurance coverage makes you think they?ll
probably break something. Be creative and write copy that will
compel prospects to take action.
Consumers are bombarded by thousands of ad messages every day.
There is so much overload they tune everything out. To get their
attention, look within your business and find all that you do
differently and decide which of those elements your customers
most want. Decide how to word it best. and where to position it.
Decide you really do want to be different. You have to. Your
business depends on it.
About the author:
Brian Grinonneau is the general manager of McMann and Tate
Advertising in Perrysburg, Ohio. His firm specializes in helping
small business owners cut through the clutter in a crowded
advertising marketplace.
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