Don't Be the Best, Be Different

Here it is on a cloudy and cool Tuesday afternoon. This is the time of day I like to go through emails and work on some of the million things I need to do online.

Every now and then people send me a flyer, postcard or some kind of ad for my opinion. With these I also collect local business ads to examine. (it's kind of a fetish)

When I see the ads sent to me or the ads I collect I notice one common theme, generalized facts. Most small businesses do their own marketing which includes writing the ads. The problem with that is obviously we as the business owner know about what we are selling. We sometimes state things that are obvious to us but a riddle to those not involved.

When we fall in love with our business and lack any real sales skills we can get tunnel vision.

Since most ads in the postcard or flyer format look the same, the consumers stop paying attention; then the ad "fails". Usually when the ad fails we create an ad filled with more useless generalities with a better coupon.

What are useless generalities? Let's take this postcard in front of me- here is their focus as these are the words they used:

Experienced, Dependable, Professional and Detailed. This card is for window cleaning but it really does not matter.

Likely all of you use some variation of the words above. Now tell me what those mean to me, the consumer. I suppose you would say "well it is obvious". I will tell you it looks like all the rest and I would barely glance at it on the way to the trash.

When ads show up and have the exact same formula we stop paying attention. We have fell to sleep 10,000 times before reading this crap.

What you need to do is take a hard look at what it is you are selling and answer one simple question- why. These words- Experienced, Dependable, Professional and Detailed along with best, quality and affordable are meaningless drivel. You said everything that everyone else says.

So why should I pick up the phone and call? Don't tell me, you are counting on the offer/coupon to win the battle. It likely escaped you that people will not read your offer. They see those all the time also.

You may be thinking that most companies in your business basically do things the same way, and you're right. Maybe you are emulating a successful competitor hoping some of that gold will land in your pan.

You will likely help your competition by spreading the same basic message. In order to carve out your niche you need to focus on that niche. Instead of "anyone can use this" you need to boil it down so you can speak to your ideal reader.

I don't care if you are cleaning carpets or own a restaurant, you need to pinpoint whom you want to do business with. Maybe it is young families. Maybe it is seniors. There is no way to advertise to them both effectively.

It can also be said that wealthy people think and buy differently than the middle class. There is no way you can advertise effectively to both. A person that can justify purchasing a $80,000 car does not think the same as the person with the $25,000 Chevy.

If you want to get and keep your ideal customers attention you need to figure out what it is about what you have they want. A great way to get ideas is to ask your great current customers what they like most about what you provide them.

Let's take a carpet cleaner that uses biodegradable products. Let's say his ideal customers are young up and coming families. To simply state he uses green products is not enough. He needs to push that he uses green products. I will show you an example of how an ad might start-

Does Your Home Have Healthy Carpets?

...find out 5 reasons why getting your carpets cleaned can make it worse


With this as my hook I would surely add a picture of a baby sleeping with his face on the carpet. Paint that mental image and provoke emotion. It is very rare you see ads that stop you in your tracks, right? This would jolt a mother who glanced at the ad- guaranteed.

What you don't want to do is deviate from the theme by getting general. You pushed a button now you need to build up a concern they did not have 5 minutes ago. You then need to follow up that concern with a solution to that concern.

Take some of the features and make them a little more interesting and bullet them- (don't go from a headline into the bullets. In this case I would explain 5 things most carpet cleaning companies do/use they should know about)

Here are some of your benefits when we take care of your home:

• EPA approved products (100% safe for your children and pets)
• Truck mounted unit (for a deep down clean and faster drying)
• No worries (Insured to $1 million for your protection)
• Accountability (your satisfaction is 100% guaranteed)

Notice all the "your" in the copy. Keep them involved by not generalizing

There are many, many companies in all different businesses using the "green" angle. I bet you have not seen one doing it right which means it can be exploited. There is no doubt things in your business you are overlooking.

I can do this type of ad for any business. The way I approach it is really take a good look at everything the company does and uses. This is really hard for the owner of a company. You must really step back and see it all.

Go get some


Paul