What do you say in your advertisement?

Tough question and no easy answer that can blanket every business... but here's what I can tell you. You want your ad to be from the perspective of the listener. What I mean by that is try to avoid only talking about your business. Far too many commercials spend way too much time talking about the business and not about the customer. From the customer's perspective, they want to know "what's in it for me." If you are droning on about your convenient location and how long you've been in business and how experienced your staff is... well, you are leaving your potential customer out in the cold wondering how your product or service will help them.

Instead, let's look at what is going on from behind the eyes of the consumer. What is happening in his or her life to make that person need you at that moment. More importantly, what might be happening at a later date so that you become the one they think about first when that problem or situation arises. That's one of the tenants of branding, and we'll talk about that in a later episode. What I want you to take away from this episode is to always talk from the consumer's perspective. Don't tell me your business' story... tell me my story and I am more apt to listen to what you have to say.

I hope this is helpful to you... I would like for you to have 10 of these episodes to use for your business... it's completely free and without any obligation... just head over to our website and sign up and I'll send them to you for free... plus a free 12 point article called The 12 Most Common Mistakes in Advertising by marketer Roy Williams. That free document alone will change how you advertise and increase your results.

Our next article covers the process of making a commercial and how long it takes.