Do They Care Who You Are?
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When they read your advertisement;
Do they care who you are or what you can do for them?
When you advertise have you thought about the way you draw attention with your advertising headline?
Have you tested different headlines?
Are you sure your headline is the right one for you?
My guess is that it probably isn’t………
But let me illustrate why I believe that.
Imagine for a moment your wife phones and tells the drain is blocked. You’re driving down the road. And as luck would have it, you see two billboards.
On the left, it’s PJ White Plumbing, with a photo of PJ in his overalls, he looks trustworthy. And there’s his 800 number.
On the right side of the street is another billboard for Smith from with a headline 30 Minute Drain Fixer. Another nice photo, and a toll free number.
Who are you going to call?
Smith, right?
That’s because Smith is a specialist in exactly what you needed at exactly that moment. He will sort your drain out in 20 minutes.
While PJ White, as capable as he may be, didn’t give you the assurance that he is focused on your your problem.
Now think about your advertisements for a moment.
Do you use a headline PJ White Plumbing?
Or is it 30 Minute Drain Fixer?
Your headline does NOT have (should not) to reflect your actual business name.
In fact, you can have a dozen or or more different headlines for different ads. And you should test all of them until you discovered the one attracts the most qualified customers to your business.
You also need to know your potential clients needs and then aim your heading accordingly.
Any business will know what specific incident (requirement, need) cause the most interest or enquiries.
Find these needs and use them with a solution when you create your advertisement’s headline statement.
Let’s consider the lead PJ White Plumbing.
- It’s a general statement trying to brand PJ White.
- It does not state a problem and it does not solve a problem.
- It’s not specific
On the other hand 30 Minute Drain Fixer
- It focus on a drain problem and share a 30 minute fixing solution.
- It’s specific
- It focus on the readers problem and not on branding a name
Most of the small business ads I see focus on the name of the business and waste advertising money. Because people don’t care who you are but what you can do for them.
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