Sorry to tell you, but people really don’t give a flying fling about you, your business or how great your product is. The want to know what benefit, advantage or personal improvement you offer that somebody else doesn’t. What do I mean? Well… how are you going to make people’s lives easier? Are you going to make them richer? Prettier? Slimmer? How are you going to improve their lives?
I try to get my clients to understand this: advertising is salesmanship en masse. Plain and simple. It’s either salesmanship in print, salesmanship on
air, or salesmanship in mail. But it’s not blind statements that say nothing, or cause no one to take action. Is it any reason why most advertising is lousy and doesn’t work?
Unfortunately, few business owners don’t understand point of running an ad. You run an ad to stimulate a direct and immediate response. Or better yet promote an instant sale. Until a company understands purpose of an ad and how to formulate them, I tell clients to hold off and stop throwing their money away. Let me summarize where to begin:
