Hit Them With Benefits

It makes no difference what media you use to 

advertise, the rules are the same. Benefits, 

benefits, benefits.

Advertise benefits and your advertising will be a 

success. Take a poll, they don't care about car 

dealers, banks or tire stores. All they care about 

is "What's in it for me?".

The fact that your dealership has been number one 

in the mid-region for 3 straight years is not 

advertising - it is bragging!

Explain what you have done for others. Tell what 

you can do for them. Remember the rule - it is 

always about them - not about you! Look at the 

advertising around you. Egads! Most of it is 

about the advertiser. Especially that 20 foot 

mug shot of the car dealer on the billboard.

Think benefits and you have a leg up on 

advertising that works, rather than advertising 

that gets the neighbors to say "Hey, I saw you on 

the billboard", or "..saw your picture in the 

paper again." Trust me, strangers won't mention 

your picture. And that giant billboard pic won't 

bring a sole through the door or get them to buy 

your product.

The reason you see so much bad advertising is that 

"ego" sells and the newspapers and billboard 

people know it. You even hear people who can't 

read stumbling through their own radio 

commercials. Three friends mention it and they 

think the advertising was a success and sign up 

for more.

You don't need a picture of your building, you 

need a description of what is inside and what it 

can do for me. Don't tell me you have the largest 

selection, or latest styles and colors. Tell me if 

you don't have it in stock you can get it 

overnight. Don't tell me you have 20 years' 

experience. Tell me you'll show up on time, smell 

good and fix my toilet, or I don't pay.

For more about advertising, get my article 

"What The Newspaper Ad Person Won't Tell You" 

Send blank email to my article-robot. 

Mike@BIGIdeasGroup.com

Let the other guys flush their ad money with giant 

pictures of the staff, or TV commercials with the 

grand kids shouting a slogan. You concentrate on 

WIIFM, What's In It For Me, and your advertising 

will work harder for you.

©2007 BIG Mike McDaniel is the Small Business Advertising Expert. Get BIG Mike's Free Newsletter BIG Ideas for Small Business. Find hundreds advertising articles at Small Business Advertising Articles