By Holland Cooke
Consultant
Let’s start with what NOT to do, The 7 Deadly Sins Of SmallBusiness Advertising:
- Talking about yourself too much. Customers care lots less about your story than their problem.
- Using clichés. “Quality service,” “relaxing atmosphere,” “friendly staff,” and “committed to excellence” are noise. WORST: the hollow “for all your ____ needs.”
- Listing everything you do. Think: message, not menu.
- Trying to sound big. Avoid that corporate sound I described in last week’s column here. It distances you from your prospect.
- Trying to be clever instead of clear. If they don’t get it instantly, they move on. And you risk seeming unserious.
- Too much copy, so the spot sounds rushed, a motor-mouth pitch. Instead, let it breathe.
- Ending with a weak call to action. “Visit us today” is not a call to action. It’s a shrug.
Your messaging will instantly improve if – in the words of George Constanze – you “do the opposite” of committing these sins.
A strong ad has four parts:
- A clear, strong opening line. “When you lie in bed at night, do you hear a scratching sound?” The opening line should speak directly to the customer’s life. Note Magic Words “you” and “your.” Start in their world – with their dilemma – and walk-them-into your world, how you fix it.
- A simple promise. Tell them what they get — not what you do. “Call before noon and sleep on a new mattress tonight.” Problem solved. A promise is emotional, not technical.
- A reason to believe. Keep it short. “Sameday service, even on weekends,” or “We’ve solved this problem for 20 years.”
- A strong call to action. Tell them exactly what to do next. Be specific and immediate. “Click to find out – in just seconds – to find out what your house is worth.” Or “Instant cash for your car. Call for our offer.”
This is #3 in my 3-part series about optimizing commercial copy, the fundamentals we’re covering in Sales meetings as I visit client stations this spring. If you missed the first two installments, here are “If It Doesn’t Matter to the Customer, It Doesn’t Matter” and “Your Local Advantage.” And help yourself to my free E-book, “Spot-On: Commercial Copy Points That Earned The Benjamins,” 12 more pages of what-worked, collected in my travels.
Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn