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Hit Them with Benefits
By BIG Mike McDaniel
It makes no difference what media you use to
advertise, the rules are the same. Benefits,
benefits, benefits.
Advertise benefits and your advertising will be a
success. Take a poll, they don't care about car
dealers, banks or tire stores. All they care about
is "What's in it for me?".
The fact that your dealership has been number one
in the mid-region for 3 straight years is not
advertising - it is bragging!
Explain what you have done for others. Tell what
you can do for them. Remember the rule - it is
always about them - not about you! Look at the
advertising around you. Egads! Most of it is
about the advertiser. Especially that 20 foot
mug shot of the car dealer on the billboard.
Think benefits and you have a leg up on
advertising that works, rather than advertising
that gets the neighbors to say "Hey, I saw you on
the billboard", or "..saw your picture in the
paper again." Trust me, strangers won't mention
your picture. And that giant billboard pic won't
bring a sole through the door or get them to buy
your product.
The reason you see so much bad advertising is that
"ego" sells and the newspapers and billboard
people know it. You even hear people who can't
read stumbling through their own radio
commercials. Three friends mention it and they
think the advertising was a success and sign up
for more.
You don't need a picture of your building, you
need a description of what is inside and what it
can do for me. Don't tell me you have the largest
selection, or latest styles and colors. Tell me if
you don't have it in stock you can get it
overnight. Don't tell me you have 20 years'
experience. Tell me you'll show up on time, smell
good and fix my toilet, or I don't pay.
For more about advertising, get my article
"What The Newspaper Ad Person Won't Tell You"
Send blank email to my article-robot.
MailTo:NewspaperAds@BigIdeasGroup.com
Let the other guys flush their ad money with giant
pictures of the staff, or TV commercials with the
grand kids shouting a slogan. You concentrate on
WIIFM, What's In It For Me, and your advertising
will work harder for you.
About the Author
©2005 BIG Mike McDaniel, All Rights Reserved
MailTo:Mike@BIGIdeasGroup.com BIG Mike is a
Business Consultant and Professional Speaker. His
BIG Ideas Group helps small business grow with
mastermind groups, seminars and training.
http://BIGIdeasGroup.com
Subscribe to "BIG Mike's BIG Ideas" Newsletter
MailTo:subscribe-956603364@ezinedirector.net
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