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    How to Use the Number One Small Business Advertising Sin to Steal the Competitor’s Customers

    By Denise | February 27, 2010

    Let’s not kid ourselves. 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. This is mostly due to many small business owners, and sometimes their advertising executives not being able to tell the difference.

    The thing is, you’re not alone. When it comes to small business advertising, you are definitely not the only one committing this “sin”. So are you competitors. This is mostly why you wouldn’t be able to get the results you’re after if you copy your competition’s advertising.

    There is hope. You can make your small business advertising much more effective by turning this way of advertising away. By changing your message and delivery to your potential customers, you’ll be able to “steal” your competition’s clients away! With subtle but effective differences made to your advertising, your competition wont even know why their customers are suddenly after you.

    The key to successful small business advertising is telling the customers what’s in it for them. In other words, tell them why they should use your business or service or buy your product instead of another businesses. Being the “fastest” or “cheapest” or the “best” typically makes the business seem like they’re self-centered, rather than answering the customer’s question.

    They just don’t like bragging. You may be great, but they don’t what to know why you think so. 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, they tell customers how they will benefit with their slogan “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.

    Little changes made to the wording of your small business advertising are easy to make. It’s all about changing your message from “we” and “I” and “our” to “you” and “your.” Let them know that your product or service is what they want using easy to understand messages made just for them. But word it in such a way that says, “Your dreams will become reality with xyz.” Of course, “xyz” is your product or service!

    With a little practice of constantly checking up on your small business advertising and making any necessary adjustments, you’ll begin to see a change in customer relations.. You’ll start to notice an increase in business as you make these adjustments. Your customers may not be able to articulate the difference, but you’ll know. It’s because you changed your focus to put the spotlight on your customers, not your business!

    Topics: Marketing and Advertising | No Comments »

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