You say you want more customers?
That’s where advertising comes in. But don’t just put a typical ad out there and totally forget about what your ultimate goal is – more customers. You have to ask yourself, “What would potential new customers like to hear? What do they really care about?”
Put yourself in your customers’ shoes. Get into their heads. Ask your current customers questions about why they do business with you. And don’t let them off the hook by saying, “good service”. Dig in. Get them to give you some specifics of why they buy from you instead of one of your competitors.
Remember that movie Mel Gibson was in where he was a marketing guy? He was trying on women’s pantyhose and testing out different lipsticks on himself. He was trying to get into the right mindset. He was getting “in their shoes”. He actually had high heels on too, I think.
Anyway… if you want more customers, that won’t happen by throwing some ads out there without a second thought of whether you’re saying the right things to your prospects. It’s all about your message! Your message! Your message! Are you telling them anything they might be interested in? Will they perk their ears up when they experience your advertisement? Or will it be completely forgettable and ignored?
One thing I would suggest before going after a bunch of new customers…
Figure out how you’ll make those new customers love you. Figure out how you could cause those new customers to tell a friend about you. Hint: It has everything to do with being remarkable. About delivering MORE than what they expect. Which actually isn’t too difficult these days due to an explosion of horrible customer service experiences.
You WANT there to be a slick little formula for advertising, but there’s not. You can’t just throw money at a problem. It’s going to take some thought, patience, and strategy.
But FIRST, get into your prospects’ shoes. Figure out what they truly care about. Figure out why your best customers already do business with you.
Have a great day!
Duane Christensen
Non-Fat Advertising
I’m a marketing guy and ad writer. This isn’t just about better ads either, it’s also about a strategy to set you apart and help you be remembered (in a good way). I write this marketing blog because I’m on a mission to help you get more from your advertising bucks. I also wrote a a no-nonsense book about how to take a bigger slice of market share with better advertising. It’s called “Take a Bigger Slice”.
