Hit Them With Benefits

Home
>
Advertising
>
Hit Them With Benefits

More about advertising from BIG Mike McDaniel

It makes no difference what media you use to advertise, the rules are the same. Benefits, benefits, benefits.

Advertise benefits and your advertising will be a success. Take a poll, they don't care about car dealers, banks or tire stores. All they care about is "What's in it for me?".

The fact that your dealership has been number one in the mid-region for 3 straight years is not advertising - it is bragging!

Explain what you have done for others. Tell what you can do for them. Remember the rule - it is always about them - not about you! Look at the advertising around you. Egads! Most of it is about the advertiser. Especially that 20 foot mug shot of the car dealer on the billboard.

Think benefits and you have a leg up on advertising that works, rather than advertising that gets the neighbors to say "Hey, I saw you on the billboard", or "..saw your picture in the paper again." Trust me, strangers won't mention your picture. And that giant billboard pic won't bring a sole through the door or get them to buy your product.

The reason you see so much bad advertising is that "ego" sells and the newspapers and billboard people know it. You even hear people who can't read stumbling through their own radio commercials. Three friends mention it and they think the advertising was a success and sign up for more.

You don't need a picture of your building, you need a description of what is inside and what it can do for me. Don't tell me you have the largest selection, or latest styles and colors. Tell me if you don't have it in stock you can get it overnight. Don't tell me you have 20 years' experience. Tell me you'll show up on time, smell good and fix my toilet, or I don't pay.

For more about advertising, get my article "What The Newspaper Ad Person Won't Tell You" Send blank email to my article-robot. Mike@BIGIdeasGroup.com

Let the other guys flush their ad money with giant pictures of the staff, or TV commercials with the grand kids shouting a slogan. You concentrate on WIIFM, What's In It For Me, and your advertising will work harder for you.

Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:subscribe-956603364@ezinedirector.net

News

New Staging Of 'Yentl' Tells A Transgender Story

Singer-songwriter Jill Sobule is best known for her hit single "I Kissed a Girl." But today she's taking on a new kind of project: writing original music for a new staging of the play Yentl. Her version shares little with Barbra Streisand's movie musical.

'Backstage With' Fred Willard And Martin Mull

Martin Mull and Fred Willard are comic partners in many minds. They helped create Fernwood Tonight in the late 1970s, and while they went on to solo careers in films and stage, they were reunited to play one of TV's first gay couples on Roseanne. Host Scott Simon sat down with the duo for the public television show Backstage With.

In Broadway's 'Wit,' A Documentary Of Our Demise

Cynthia Nixon, best known for her glamorous role in Sex and the City, stars in a Broadway revival of the Pulitzer Prize-winning play Wit. Jeff Lunden talks with Nixon — and Wit's playwright Margaret Edson — about depicting disease and pain with humor.

Home