The Hardest Part Of Advertising

Buying the advertising is easy. bfranklin

The hard part is WHAT TO SAY.

The job of advertising is to SELL. Before you start, decide what you want to accomplish.

Make sure your message says something that your potential consumer cares about. What’s in it for THEM.

They don’t care how long you have been in business, what awards you have won or what pets you have. They don’t want to hear about your friendly staff. They want to know what you have that they care about. If you are a plumber, don’t tell people that you unclog drains……of course you do, YOU ARE A PLUMBER.

Persuade them to choose you because you offer something different from your competitor.

Similar to Ben Franklin, The Punctual Plumber, that plumber could say something like……we will be there in the 15 minute window that we promise OR there is NO SERVICE FEE! I heard another ad campaign for a plumber that guaranteed a professional experience and NO BUTT CRACKS! I know for a fact, they both have been used and they both worked.

My mentor Roy H Williams said, “Writing good ads is easy, when you have something to say.”

What say you?

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