I absorbed a Roy Williams (Wizard of Ads) Monday Morning webinar thingy recently. He said something once about all the people “up for grabs”. So, it got me thinkin’.
There are a lot of people “up for grabs” …if only you would say something to them that doesn’t completely insult their intelligence.
“Up for grabs?” you say?
I don’t care what size of market you’re in… the majority of the advertising could be a heck of a lot better. Which means the ads aren’t working too well on people. These people are “up for grabs”. You could begin a well-thought-out advertising plan to win over a healthy portion of those people.
These are people who don’t know WHERE to go for a product or service… so they search the internet. And what do they usually find? A list of hopefully relevant businesses in which they most likely know nothing about. It’s a crapshoot. See? They’re up for grabs!
Now… if you only knew what kinds of things you should say in your ads, right? What could you say to people in your small business advertising efforts that would be the start of a profitable long-term relationship?
Hint: It’s not about you! It’s about THEM. How can you help them? How can you tap into their emotions so they begin to trust you before they even meet you?
You can’t make a friend by announcing, “Hey! I need a friend!” And successful advertising is no different.
There are more people “up for grabs” than are not up for grabs. It’s a big number. Why not go after the lion’s share of that group? These are people who would love to trust a good company like yours.
The biggest difference maker you have in making your advertising work… is saying something in your advertising that will “move” people.
SAY SOMETHING RELEVANT.
SAY SOMETHING SINCERE.
SAY SOMETHING MEMORABLE.
And I usually like to do those things with Radio. Oh my gosh…radio still moves a lot of mountains for local businesses! Yes, the world has more “audio options”, but the numbers (the people listening) have remained constant. The “other options factor” just means that we need to be even more focused on creating a better advertising message (no matter where you advertise).
Don’t bore people’s socks off. Either you have a revolutionary / unique / eyebrow-raising point of difference to share with audiences OR you need to lasso people’s emotions and help them love you before they meet you.
So…who’s ready to talk to that big group of “up for grabs” folks?
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