To start marketing on purpose we need to look at two vital elements:
1. What is the Purpose of Your Ad?
2. What Does Your Ad Focus On?
When you ask business owners what the purpose of their ad is, you usually get a list like:
• Branding
• Getting my name out there
• Letting people know about my products and services
• Making sales
• Getting people to call in for a quote.
What is the purpose of your ad?
These are all very different and you cannot possibly do all of these with one ad. In typical small business style, they’re trying to get maximum bang for their buck. But by trying to do too much, they end up achieving none of their objectives.
A rule of thumb is one ad, one objective. If something in the ad isn’t helping you achieve that objective then it’s detracting from it and you should get rid of it. That includes sacred cows like your company name and company logo.
Rather than trying to sell directly from your ad, simply invite prospects to put their hand up and indicate interest. This lowers resistance and helps you build a marketing database — one of the most valuable assets in your business.
Once your objective is clear, you need to communicate it to your reader. What exactly do you want them to d
o next? Do they call your toll-free number to order? Do they call you or visit your website to request a free sample? Do they request a free report? You need a very clear call to action — not something wimpy and vague like “Don’t hesitate to call us.”
You need to be clear on what they should do next and what they will get in return. Also, give them multiple ways to take that action. For example, if the call to action is to order your product, give them the ability to do it online, over the phone, or even via a mail–in coupon. Different people have different preferences when it comes to the modality of communication.
Take away some brand’s na
me and logo from the website or other marketing material and you’d never know who they were. ~ Allan Dib
Their reason for existence is to survive and pay the bills of the owner who is usually only just getting by or possibly not even. From a customer’s perspective, there is no compelling reason to buy from them and any sales they do make is just because they happen to be there. No one is seeking them out. No one actively desires what they have to offer and if they weren’t there no one would miss them. Harsh but true.
You need to develop your unique selling proposition (USP). This is where a lot of people get stuck. They say something like “I sell coffee, there’s nothing unique about that.”
Develop your unique selling proposition (USP). ~ Allan Dib
Think about water — one of the
most abundant commodities on earth. When you buy this commodity, in bottled form at either a convenience store or from a vending machine, you happily pay 2000 times the price compared to getting it from your tap at home.
You know you’re marketing your business as a commodity when prospects start the conversation by asking you about the price.
Positioning yourself as a commodity and hence being shopped on price alone is a terrible position for a small business owner to be i
n. It’s soul-crushing and this race to the bottom is bound to end in tears. The answer is to develop a unique selling proposition (USP). Something that positions you differently, so that prospects are forced to make an apples-to-oranges comparison when comparing you with your competitor.
If they can do an apples-to-apples comparison of you and your competitors then it comes down to price and you’re toast. There’s always someone willing to sell cheaper than you.
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