You’re thinking, “Damn right we’re special. People love us!”
That’s awesome if you have customers who love you. You should work really hard to keep it that way! But what about Non-Customers? Do they love you? Nope. They couldn’t care less. Especially, if they barely know you exist. Especially, if they know nothing about you. Especially, if they are content doing business with your competition right now.
So, what’s the main goal in your advertising investment?
It’s to get RESULTS, right? Sure. But HOW do you get results?
Throw a bunch of money at different advertising packages and “deals”… and see what sticks! Wha? Nooooooo! Don’t do that. I want to help you get a phenomenal return on your advertising. And that does NOT come by shooting from the hip…
BOOM! Die, Varmint!
You’ll be disappointed. And you’ll waste a lot of money.
Back to the question of the hour. HOW do you get advertising results?!!!!!
The answer is in the title.
You must prove to the public that you’re special. PROVE to them… that you’re SPECIAL. Easier said than done though, right?
You can’t just throw up all over people, saying that you’re special and that you’re the best, and you’re “quality”, and a bunch of other horseshit that YOU know is true… but that nobody else believes. They may believe you some day. But first you have to PROVE it to them that you’re special.
It’s in the pudding.
Meaning, you need to help your customers “taste” what you have to offer that’s better than what they’re chewing on now. What’s so great about your competition? What’s the big deal that they’re talking about? Probably nothing. They’re most likely just holding up a sign and yelling about who, what, and where they are. That gives YOU an opportunity to POUNCE!
This is where the “strategy” part of your advertising plan comes in. (Want help with strategy? It’s my specialty.)
Take that SPECIAL thing about you in which your competition can’t claim or not talking about. Then, you shine a light on that special thing, so that when the public thinks about your product or service, they INSIST on getting that special thing that you offer. And when they think of it, you want them to think of YOU.
Good advertising is not something as simple as “branding”. Good advertising is making friends with your prospective customers. FRIENDS are much more likely to do business with you that someone who doesn’t know you. So, start your advertising with the idea that you’re trying to make a new friend. Think about that. It’s not branding. It’s more like bonding. It’s being helpful, vulnerable, sincere, and human. That’s what it is.
Take that “special thing” about your awesome local business and weave it throughout a story that you tell the public. The special thing about you is the LOGIC side of your advertising. And the “friendly” part of your advertising is all of the rest. It’s the STORY. It’s the humble and caring part of you. It’s the reason why you love what you do. It’s the passion. OR… is all of that a great big PART of what makes you SPECIAL? Hmmmm. I’d say that you may be on to something! : )
Need help writing that advertisement? That’s what I love to do. I love to sift through the good, bad, and what your future customer truly cares about (because it’s about them, right?) And then, we come up with a strategy and radio advertising plan that has immense potential. A plan that will put you at the forefront of people’s minds. Not because you’re spending the most, but because you’re saying the right things in your ads. You’re proving to people how you will be their superstar.
Then, pretty soon… you have a bunch of new FRIENDS, who think you are SPECIAL, and are ready to be YOUR CUSTOMER.
And dang, that’s really cool when it all comes together. I have a healthy handful of clients in and around Sioux Falls who would love to tell you about their experience with me and Results Radio. I’d be happy to get you their contact info.
Let me know if you’d like to have a conversation about this sort of stuff.
Have a groovy day!
Sioux Falls, South Dakota