Web Resource World

Let’s not kid ourselves. Customers only care about one thing, WIIFM (“What’s in it for me?”) and yet small businesses often commit the sin of advertising about themselves or their business. This is usually because the owners and their advertising executives that help them make their ads, don’t know the difference.

The thing is, you’re not alone. You are not the only one in your small business advertising that’s committing this “sin”. Actually the majority of your competitors are also. This is why you would fail to achieve the results you’re looking for when you mimic your competition’s advertisements.

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. Tell them why they should turn towards your businesses product or service as opposed to any other business advertising. 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.

Nobody likes to listen to others brag, business or not. They don’t care why you’re so awesome. What will they get from your business?

Subtle changes to your advertising to where it explains the benefits to the customer is all you need. Let’s say a home supply store’s advertisement doesn’t say “we’re the cheapest!” Instead, they tell customers how they will benefit with their slogan “You save big money!” They show their focus is on the customer that’s reading or listening to the advertisement. 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. But word it in such a way that says, “Your dreams will become reality with xyz.” Of course, “xyz” is your product or service!

Examining your small business advertising messages, and changing them when needed takes some practice.. As you make these changes, you will see an increase in your business. They may not be able to directly tell the difference, but you’ll know that it was because you focused on them, and not yourself.