How To Get More Customers To Choose You Over Your Competition Regardless of Price
In this weeks post I’m going to show you how to create your ads to stand out, generate more enquiries, leads and sales and beat your competition regardless of price.
Now, let me show you some ads which I’ve literally just pulled straight out of a national newspaper which was sitting on my desk this morning and a yellow pages which is laying around in our office to help demonstrate my point.
I’ve blurred out the company details due to legal reasons and all that stuff but you’ll get the idea.
These ads are probably the kind that you have seen before, heck maybe your current ads look exactly like these.
The thing is, these ads have made the biggest mistake when it comes to crafting ads and here’s why.
It goes back to what we spoke about a couple weeks ago, when we said, if you don’t know your customers, all your advertising becomes generic and these ads are what we mean by generic (You can read that post here if you missed it).
They are not talking directly to their prospects and are not answering the questions which will compel them to take action.
They are just listing their ‘credentials’ and think there company name is the most important element so make it one of the biggest parts.
This Is What I Call ‘Name In Lights’ Advertising
You see, all of them follow the same template.
They have their company name as big as possible or use their slogan which doesn’t resonate with the prospect, a shopping list of the things they do, a photograph to show or demonstrate what they sell and then finish it up with their company details at the bottom.
Presenting your company this way isn’t going to come close to compelling your prospects to buy from you? ￼￼￼￼Why?
Because it fails to persuasively demonstrate the unique benefits and advantages your product or service offers.
Here’s what I mean…
You’re basically saying to your prospect, this is our business, this is what we do or this is the price and this is where you can find us.
This type of advert will hardly, if ever, generate the highest amount of customers or clients and will rarely produce a big enough return on your advertising investment (ROAI).
From the very first time stone age man traded a club or flint with his neighbour, the only thing he was interested in was…
“What’s in it for me?”
There’s no way he wandered up to the club-makers cave wanting to know what business name the bearded one traded under, what beautiful wood carving went into his club making, or how long his enterprise had been established for.
All he wanted to know was “How is this club going to help me clobber my next meal?” and not much has changed! In most respects human nature is the same today.
All your customers or clients want to know is “What’s in it for me?” and as a business owner, your aim is to try and sell as many of your products or services as possible so…
The nearer you get to specifically answering the “What’s in it for me” question, the more you will sell. Period.
Which is why when you know who your ideal customer or client is (which you can read about how to do here) and then craft a message which resonates, compels and demonstrates a clear reason to what they will gain when taking action, you will always produce a much higher response than if you had a shopping list of the things you do in your ad.
So many businesses make the mistake of getting this part wrong and believe it’s the media to blame. Get this right and you in near ever case I have seen you can be more expensive that your competition and still generate more sales that you previously did.
Then and only then do you start looking and choosing what the most appropriate and best media is to use to deliver your message which we will talk about in next weeks post.
Hope you found this helpful, let me know what you think in the comments below and if you have any questions, I’ll be happy to answer them.