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I Don't Want to be Different


To succeed in today's crowded marketplace where most of the products and advertising look exactly the same, a small business owner must stand out, shouting above the din with a message so clear and compelling that prospects stop and take notice. It's a matter of business survival. Unfortunately, most entrepreneurs quickly retreat to the supposed security of sameness, soon to be lost in a sea of anonymity and a tidal wave of frustration. In effect, albeit at a subconscious level, they are saying , "I don't want to be different".

In back room offices and store fronts everywhere, salespeople are telling business owners they should do this or that kind of ad because it worked so great for their competitor. The owners nod and sign on. It's already proven to be a winner, right? WRONG! Change the name, background color and a font style and you've got sameness. Put those ads in the yellow pages, a coupon magazine or a TV commercial cluster and you've got advertising death. Want proof? Get the latest statistics on small business failures.

To make your advertising work, follow the principle if your competition is doing it, don't. Go where they aren't and win the battle without a fight. Resist the urge to get a listing in the phone book because that's where everyone else is. A coupon direct mailer that features 6 or 7 of your competitors is a poor choice too. Look for new opportunities in direct mail and email campaigns. Look at direct response ideas. In short, try to find the biggest number of clients you can find in one spot. Fish in a barrel, not the ocean.

When you've chosen different channels to attract your customers, make sure you overcome the "so-what" factor in your copywriting. An ad for a heating and air conditioning company that says it has certified technicians that will fix your problem quickly is a so-what line. No one is looking for uncertified slackers that will get around to the problem whenever. A moving company that mentions superior insurance coverage makes you think they'll probably break something. Be creative and write copy that will compel prospects to take action.

Consumers are bombarded by thousands of ad messages every day. There is so much overload they tune everything out. To get their attention, look within your business and find all that you do differently and decide which of those elements your customers most want. Decide how to word it best. and where to position it. Decide you really do want to be different. You have to. Your business depends on it.

Brian Grinonneau is the general manager of McMann and Tate advertising, an agency that works with small business owners helping them stand out from the crowd.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. November / 13 / 2019

Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up - INSIDER
Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up  INSIDER

Zeroing in on Transit Advertising - American Laundry News
Zeroing in on Transit Advertising  American Laundry News

Tencent Earnings Drop 13% as Rivals Intrude on Its Advertising Territory - Wall Street Journal
Tencent Earnings Drop 13% as Rivals Intrude on Its Advertising Territory  Wall Street Journal

The Minnesota Twins are advertising for a new mascot - Hartford Courant
The Minnesota Twins are advertising for a new mascot  Hartford Courant

Enforcement Alert: Social Media Advertising - Brewers Association
Enforcement Alert: Social Media Advertising  Brewers Association

Billboard REIT Derby: Lamar Vs. Outfront - Seeking Alpha
Billboard REIT Derby: Lamar Vs. Outfront  Seeking Alpha

So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot - Minneapolis Star Tribune
So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot  Minneapolis Star Tribune

Amazon Advertising is now TAG certified - PPC Land
Amazon Advertising is now TAG certified  PPC Land

Cadent Recognized for Leadership in Addressable TV Advertising - Olean Times Herald
Cadent Recognized for Leadership in Addressable TV Advertising  Olean Times Herald

Is digital advertising a lot less effective than the ad industry believes? - Econsultancy
Is digital advertising a lot less effective than the ad industry believes?  Econsultancy

Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Big changes… - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Big changes…  Coeur d'Alene Press

Healthy Community, ADVERTISING: Advertorial — HOLLY CARLING: Feeling the bloat - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — HOLLY CARLING: Feeling the bloat  Coeur d'Alene Press

The Pitch: Advertising and marketing news for 11.12.19 - RichmondBizSense
The Pitch: Advertising and marketing news for 11.12.19  RichmondBizSense

Compliant Marketing Platform, Vana™, Brings Advertising for Cannabis and CBD to Mainstream Media - Business Wire
Compliant Marketing Platform, Vana™, Brings Advertising for Cannabis and CBD to Mainstream Media  Business Wire

Is Uber Local Advertising's Duopoly Killer? - Street Fight
Is Uber Local Advertising's Duopoly Killer?  Street Fight

Don't Sell Invibes Advertising SA (EPA:ALINV) Before You Read This - Yahoo Finance
Don't Sell Invibes Advertising SA (EPA:ALINV) Before You Read This  Yahoo Finance

Screenvision: A leader in movie theater advertising is getting into sports - Yahoo Finance
Screenvision: A leader in movie theater advertising is getting into sports  Yahoo Finance

Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon - Digiday
Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon  Digiday

Kansas Legislature will be asked to repeal ban on raw milk advertising - Food Safety News
Kansas Legislature will be asked to repeal ban on raw milk advertising  Food Safety News

How Advertisers Are Approaching Amazon - eMarketer
How Advertisers Are Approaching Amazon  eMarketer

G5 Launches New Cross-Channel Spend Optimizer That Improves Digital Advertising Performance Up To 25% - MarTech Advisor
G5 Launches New Cross-Channel Spend Optimizer That Improves Digital Advertising Performance Up To 25%  MarTech Advisor

Metro, Which Couldn't Explain Its Advertising Guidelines, May Sell Naming Rights to Its Stations - Washingtonian
Metro, Which Couldn't Explain Its Advertising Guidelines, May Sell Naming Rights to Its Stations  Washingtonian

Facebook’s Libra Will Generate Revenue Through Advertising (But Your Data Will Remain Safe) - BeInCrypto
Facebook’s Libra Will Generate Revenue Through Advertising (But Your Data Will Remain Safe)  BeInCrypto

Club for Growth extends advertising against House Dems over impeachment | TheHill - The Hill
Club for Growth extends advertising against House Dems over impeachment | TheHill  The Hill

Here’s the Army’s Next Big Advertising Campaign - Military.com
Here’s the Army’s Next Big Advertising Campaign  Military.com

How top health websites are sharing sensitive data with advertisers - Financial Times
How top health websites are sharing sensitive data with advertisers  Financial Times

Internet Advertising Leads To Drug, Child Neglect Charges - Crothersville Times
Internet Advertising Leads To Drug, Child Neglect Charges  Crothersville Times

Unlocking Disproportionate Growth Through Audio Advertising 11/12/2019 - MediaPost Communications
Unlocking Disproportionate Growth Through Audio Advertising 11/12/2019  MediaPost Communications

Apple's ad agency has layoffs as the company beefs up its in-house ads group - CNBC
Apple's ad agency has layoffs as the company beefs up its in-house ads group  CNBC

How This Season's Late Thanksgiving Impacts Retail Advertising - AdExchanger
How This Season's Late Thanksgiving Impacts Retail Advertising  AdExchanger

Inside story of this leader's rise through advertising and the firm that inspired 'Mad Men' - Yahoo Lifestyle
Inside story of this leader's rise through advertising and the firm that inspired 'Mad Men'  Yahoo Lifestyle

Rugby World Cup boosts ITV’s advertising revenue - Financial Times
Rugby World Cup boosts ITV’s advertising revenue  Financial Times

State investigating marijuana advertising at Lewiston Colisée - Kennebec Journal & Morning Sentinel
State investigating marijuana advertising at Lewiston Colisée  Kennebec Journal & Morning Sentinel

Michigan Personal Injury Firm Goodman Acker Releases Groundbreaking Advertising Spot to Thank Detroit - PRNewswire
Michigan Personal Injury Firm Goodman Acker Releases Groundbreaking Advertising Spot to Thank Detroit  PRNewswire

Unilever, Sky, 02 join advertising blockchain pilot - Ledger Insights
Unilever, Sky, 02 join advertising blockchain pilot  Ledger Insights

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

NYF's Advertising Awards Launches 'Mad For This Ad' Initiative - Branding in Asia Magazine
NYF's Advertising Awards Launches 'Mad For This Ad' Initiative  Branding in Asia Magazine

A mobile advertising holiday roadmap for retailers - Retail Customer Experience
A mobile advertising holiday roadmap for retailers  Retail Customer Experience

Can Google’s Non-Advertising Revenue Streams Mitigate Impact Of Slowing Advertising Growth? - Forbes
Can Google’s Non-Advertising Revenue Streams Mitigate Impact Of Slowing Advertising Growth?  Forbes

Tech industry should not be deciding on political advertising - The Irish Times
Tech industry should not be deciding on political advertising  The Irish Times

Global In-game Advertising Market to Witness Stable Growth during the Forecast Period 2019-2028 - Sound On Sound Fest
Global In-game Advertising Market to Witness Stable Growth during the Forecast Period 2019-2028  Sound On Sound Fest

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

What's Behind Facebook and Twitter's Different Stances On Political Advertising? - The National Interest Online
What's Behind Facebook and Twitter's Different Stances On Political Advertising?  The National Interest Online

Politics will drive billions in local advertising spending in 2020: Report - Fox Business
Politics will drive billions in local advertising spending in 2020: Report  Fox Business

Cross-Platform and Mobile Advertising Market Analysis, Trends, and Forecasts, 2025 - Global Market is Projected to Grow by US$260 Billion - ResearchAndMarkets.com - Business Wire
Cross-Platform and Mobile Advertising Market Analysis, Trends, and Forecasts, 2025 - Global Market is Projected to Grow by US$260 Billion - ResearchAndMarkets.com  Business Wire

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

Advertising school launches immersive technology program - UT The Daily Texan
Advertising school launches immersive technology program  UT The Daily Texan

Trump Outspends Top Four Democratic Contenders on Digital Advertising - MediaFile
Trump Outspends Top Four Democratic Contenders on Digital Advertising  MediaFile

Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It. - The New York Times
Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It.  The New York Times

2019 – 2020 Political Issue Advertising The Blessing and the Curse! - JD Supra
2019 – 2020 Political Issue Advertising The Blessing and the Curse!  JD Supra

5 Amazon advertising execs who could replace Seth Dallaire - Business Insider
5 Amazon advertising execs who could replace Seth Dallaire  Business Insider

General election: The Independent needs you to send us any political advertising you see on Facebook - The Independent
General election: The Independent needs you to send us any political advertising you see on Facebook  The Independent

Social media urged to suspend political advertising - BBC News
Social media urged to suspend political advertising  BBC News

Why assumption is the mother of all advertising stereotyping - The Drum
Why assumption is the mother of all advertising stereotyping  The Drum

Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers - Digiday
Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers  Digiday

Roku Doubles Down on Advertising Tech - Motley Fool
Roku Doubles Down on Advertising Tech  Motley Fool

ITV to launch new addressable advertising platform - Broadband TV News
ITV to launch new addressable advertising platform  Broadband TV News

Twitter Is Banning Political Ads. But It Will Allow Those That Don't Mention Candidates Or Bills. - BuzzFeed News
Twitter Is Banning Political Ads. But It Will Allow Those That Don't Mention Candidates Or Bills.  BuzzFeed News

Comscore's new CEO says his company's 'sweet spot' is targeted TV advertising - AdAge.com
Comscore's new CEO says his company's 'sweet spot' is targeted TV advertising  AdAge.com

ITV announces new addressable advertising platform Planet V - IBC365
ITV announces new addressable advertising platform Planet V  IBC365

2020 candidates are mostly focusing their advertising spending online - Axios
2020 candidates are mostly focusing their advertising spending online  Axios

Google Considers Changing Its Political Advertising Policy - Bloomberg
Google Considers Changing Its Political Advertising Policy  Bloomberg

Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads - The Washington Post
Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

UK tax body's retrospective rethink of charity advertising tax exemption threatens media agencies - More About Advertising | Insights into Advertising
UK tax body's retrospective rethink of charity advertising tax exemption threatens media agencies  More About Advertising | Insights into Advertising

US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year - eMarketer
US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year  eMarketer

Why Politicians Want Your Smart-TV Data - The Atlantic
Why Politicians Want Your Smart-TV Data  The Atlantic

Reddit: Here’s How to Change Your Advertising Personalization Preferences - Adweek
Reddit: Here’s How to Change Your Advertising Personalization Preferences  Adweek

10 Questions I Have About That Weird Advertisement That Pops Up While Pooping In Death Stranding - Kotaku
10 Questions I Have About That Weird Advertisement That Pops Up While Pooping In Death Stranding  Kotaku

Why Twitter’s New Restrictions on Political Advertising Make No Sense - National Review
Why Twitter’s New Restrictions on Political Advertising Make No Sense  National Review

The Rise of Advertising on Ecommerce Marketplaces: 5 Tips to Get Ahead - Search Engine Journal
The Rise of Advertising on Ecommerce Marketplaces: 5 Tips to Get Ahead  Search Engine Journal

Disney Plus Finally Strikes A Deal With Amazon Fire; Advertisers Are Buying More Ad Tech - AdExchanger
Disney Plus Finally Strikes A Deal With Amazon Fire; Advertisers Are Buying More Ad Tech  AdExchanger

Billionaire Alastair Mactaggart on his plans to regulate advertising. - Business Insider
Billionaire Alastair Mactaggart on his plans to regulate advertising.  Business Insider

Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising - Forbes
Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising  Forbes

Response Indias Ram Ray left the world of advertising a better place - Business Standard
Response Indias Ram Ray left the world of advertising a better place  Business Standard

New TripAdvisor China Venture Eyes Digital Advertising Revenues - Skift
New TripAdvisor China Venture Eyes Digital Advertising Revenues  Skift

Tony Khan Reveals the Future of “Lights Out” Matches, Talks AEW Advertising - eWrestlingNews
Tony Khan Reveals the Future of “Lights Out” Matches, Talks AEW Advertising  eWrestlingNews

ANALYSIS: A weak advertising market has caught up with Nine - AdNews
ANALYSIS: A weak advertising market has caught up with Nine  AdNews

3 steps to help improve diversity in advertising (And why that's smart) - AdAge.com
3 steps to help improve diversity in advertising (And why that's smart)  AdAge.com

Advanced TV Advertising Is More "Advancing" Than Advanced - mediavillage.com
Advanced TV Advertising Is More "Advancing" Than Advanced  mediavillage.com

Advertising or art? Bristol restaurant asked to remove window signs - Turn to 10
Advertising or art? Bristol restaurant asked to remove window signs  Turn to 10

Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million - Forbes
Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

The Problem of Political Advertising on Social Media - The New Yorker
The Problem of Political Advertising on Social Media  The New Yorker

The Rundown: Advertisers mull how much digital advertising is too much - Digiday
The Rundown: Advertisers mull how much digital advertising is too much  Digiday

Here's why Facebook dominates in digital advertising - Fox Business
Here's why Facebook dominates in digital advertising  Fox Business

What Is Native Advertising? Definition, Components, Benchmarks, & Best Practices with Examples - MarTech Advisor
What Is Native Advertising? Definition, Components, Benchmarks, & Best Practices with Examples  MarTech Advisor

One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy - CNBC
One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy  CNBC

How to Invest in Digital Advertising - The Motley Fool
How to Invest in Digital Advertising  The Motley Fool

Advertisers flood World Series for D.C. opinion leaders - Axios
Advertisers flood World Series for D.C. opinion leaders  Axios

'We've been selling the wrong thing': Newsworks CEO Tracy De Groose on why digital advertising is broken - The Drum
'We've been selling the wrong thing': Newsworks CEO Tracy De Groose on why digital advertising is broken  The Drum

Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening - The Wall Street Journal
Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening  The Wall Street Journal

Examining blockchain: uses in advertising, media and beyond - Campaign Asia-Pacific
Examining blockchain: uses in advertising, media and beyond  Campaign Asia-Pacific

The Esports Ads launches esports advertising database - Esports Insider
The Esports Ads launches esports advertising database  Esports Insider

It’s All About Pricing: Digital Is Winning Simply Because It’s A Cheaper Way For Advertisers To Reach Consumers: A 101 Course - Forbes
It’s All About Pricing: Digital Is Winning Simply Because It’s A Cheaper Way For Advertisers To Reach Consumers: A 101 Course  Forbes

WPP comparable sales rise as advertising backs 2019 guidance - MarketWatch
WPP comparable sales rise as advertising backs 2019 guidance  MarketWatch

Google’s BERT Update, Facebook News, Twitter Political Advertising & More [PODCAST] - Search Engine Journal
Google’s BERT Update, Facebook News, Twitter Political Advertising & More [PODCAST]  Search Engine Journal

Emotion: The Super Weapon Of Marketing And Advertising - Forbes
Emotion: The Super Weapon Of Marketing And Advertising  Forbes

eMarketer Podcast: The Advertisers Shifting Spend from Traditional Media to Digital - eMarketer
eMarketer Podcast: The Advertisers Shifting Spend from Traditional Media to Digital  eMarketer

Fox Partners With iSpot.tv To Improve Advertising Performance - Forbes
Fox Partners With iSpot.tv To Improve Advertising Performance  Forbes

Snap launches dynamic ads to draw more advertisers - Reuters
Snap launches dynamic ads to draw more advertisers  Reuters

Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump - The New York Times
Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump  The New York Times

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