Don't Make Me Cut You

When it comes to advertising most businesses have their head up their ass. I had my head so far up mine I noticed I needed two cavities filled.

What happens is we do not realize that we need to create an interest in our service. We actually think the service sells itself. After all everyone gets dirty windows, dirty carpets and dirty houses right?

Most are lucky if they create ads that have prospects say "that looks like a good service". The problem is that is where it usually stops.

What you want people to say is "wow, I have to have that!"

There is a big difference between "looks good" and "gotta have it". We forget we are salesman and need to push our prospects, more so with a service that can cost them hundreds of dollars.

If I told you how many business owners come to me with "people say my flyer looked great"...

Both people? I truly believe that these guys will feel a little disheartened if they quadrupled their response but had less back slapping for their flyer. Advertising's sole purpose is to make money. If you feel you need a reach around for your creative abilities, join an art class.

Most flyers, postcards or any ad usually mimics a business card. It is more like a "here we are, buy some!". We know the quality of our service. Maybe we know/think we are much better than the competition. We feel if we raise the flag they will salute...

All of your flyers and postcards are your sales force, not business cards. Business owners always tell me "too many words in an ad turns people off". Horse droppings!

Too many or too little meaningless words kill an ad.

If you were going door to door to sell your service would you read off 12 words? Good salesman cut the crap and overwhelm people with benefit driven sales speak. Your ads need to be conversational in order to keep interest. It is vital to remember that if you keep spiking their interest you will garner more psychological presence. (which repeated exposure can ignite branding)

**A little side note about branding- Most think that branding is due to repeated exposure to a company name. We all sort information and file it away for quick reference. In these files we add meaningful content to associate with the company name. If you think that a business card style ad is pounding your brand into people, you're wrong. They may file the name but what would they tie to your name? You need to make sure you are the company that can help them_______**

The other guys are just plastering their name everywhere while you are working the prospect from the inside. It is far, FAR more profitable to give people good reasons to use your service.

Don't follow inline with your competitors; use smart and well planned tactics.

Start separating yourself right now! Go to your biggest competitors websites and write down what makes you different or, redefine something ordinary to sound extraordinary. Emphasize something meaningful that everyone does but does not talk about.

If you are just another window cleaning company, you are nothing.

Go get some


Paul