Advertising

I Don't Want to be Different

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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. 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.

To succeed in today’s crowded marketplace where most of the products and promotion look exactly the same, a small reciprocal trade owner must stand out, shouting highest the din with a message so pounce and instructive that prospects stop and take notice. It’s a matter of diversified corporation survival. Unfortunately, most entrepreneurs quickly retreat to the supposed security of sameness, soon to be lost in a sea of incognito and a tidal wave of frustration. In effect, though 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 trade association owners they should do this or that kind of ad seeing that it worked so great for their competitor. The owners nod and sign on. It’s earlier proven to be a winner, right? WRONG! modification the name, architectonics color and a font style and you’ve got sameness. Put those ads in the yellow pages, a coupon magazine or a TV network show jelly and you’ve got death. Want proof? Get the latest statistics on small calling failures.

To make your work, follow the principle if your competition is doing it, don’t. Go where they aren’t and win the bulwark without a fight. Resist the urge to get a listing in the phone book whereas that’s where everyone else is. A coupon direct mailer that features 6 or 7 of your competitors is a poor prime too. Look for new opportunities in direct mail and email campaigns. Look at direct response ideas. In short, try to find the major number of clients you can find in one spot. Fish in a barrel, not the ocean.

When you’ve nonesuch different channels to captivate your customers, make sure you overcome the “so-what” factor in your copywriting. An ad for a heating and air conditioning carry that says it has demonstrated technicians that will fix your problem quickly is a so-what line. No one is looking for uncertified slackers that will get enclosing to the problem whenever. A moving chamber of commerce that mentions superior insurance coverage makes you think they’ll probably setting-free something. Be creative and write copy that will tie 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 activeness 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 devotion depends on it.

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