Marketing Your Business Can Be Easier–If You Let It

Saturday, May 22nd, 2010 at 8:55 am

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Do you know what I find hard, writing my own advertising. I don’t have the same mental constipation with my client’s ads.

I am going to let you in on a little secret… a lot of us copywriters and marketing pros have a hard time with our own business’s marketing. With all the training we have we still have a civil war going on within our heads.

The trouble with all business owners is… that we see our advertising as something other than what is supposed to be, to help people. How many times when you are placing ads are you thinking about what affect on your life the ad has if it succeeds or fails?

You immediately start thinking about bills that need to be payed, equipment you need to buy, employees dependent on you or a high priced hooker you have scheduled for every Thursday… it all impedes how you see your advertising.

Your ads will reflect your situation unless you are extremely disciplined. I can always tell a desperate business by their advertising, can’t you?

Most times we are not thinking about the right results. We focus on money, but the person reading your ad is focused on their problems. You have a business that specializes in eliminating a problem (or problems) for people.

Whether you are a window cleaner, financial adviser or a used car salesman, you’re in the business of solving problems.

This is why it is so much easier for me to write advertisements for other businesses. I can see the business’s solution to the clients problem and write it to their target market in an appealing way.

Here is a simple approach to writing your own ads- Tell them how you can help them. It is vital you forget about your side of things.

You must be sincere in your effort to help others. I have seen advertisements written by small business owners, with little marketing skill win big with a simple, direct and sincere ad.

Don’t be funny, fancy or egocentric. You likely have not got the sincerity part down yet so adding humor or visual enhancements become a mask. This is a VERY hard way to create an effective advertisement.

Humor is based on what YOU think is funny. Design is based on what YOU think looks appealing. If the words are generic your results will be weakened.

I know this is beaten to death but you need to write from the customers point of view. I always try to ask ‘why?’ when I write a sentence, offer, add graphics…. Why should they keep reading. Why do these graphics help in making sales. Why should they be compelled to contact me now.

Be sincere and always keep asking yourself why and you will see huge leaps in sales.

Paul

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