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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 Sat. January / 20 / 2018

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The Advertising Equation Isn't Broken, It's Incomplete - Forbes

Forbes

The Advertising Equation Isn't Broken, It's Incomplete
Forbes
Forbes Agency Council PR, media strategy, creative & advertising execs share trends & tips Opinions expressed by Forbes Contributors are their own. Post written by. Jonathan David Lewis. Jonathan David Lewis is a partner and strategy director at McKee ...


Amazon Has a Plan to Become Profitable. It's Advertising | Digital ... - AdAge.com

AdAge.com

Amazon Has a Plan to Become Profitable. It's Advertising | Digital ...
AdAge.com
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Pittsburgh Post-Gazette

Amazon has a plan to become profitable: advertising | Pittsburgh ...
Pittsburgh Post-Gazette
For more than two decades, Jeff Bezos has famously sacrificed profit for growth, persuading Wall Street that Amazon.com was best served pouring money into the logistical nuts and bolts that have turned his company into the Wal-Mart of the web. More ...
Amazon has a plan to become profitable. It's called advertising ...Chicago Tribune
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Wall Street Journal

Advertising's 'Mad Men' Bristle at the Digital Revolution
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CBSSports.com

LOOK: The NFL is already advertising a Patriots vs. Vikings Super Bowl
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If you're a Jacksonville Jaguars or Philadelphia Eagles fan and just so happen to buy into NFL conspiracies, now is the time to get scared. Two days before the conference championship games kick off, the NFL's official Facebook page has already started ...
Minnesota Super Bowl Host Committee Unveils Map, New Details about Attractions at Super Bowl LIVE Presented by ...PR Newswire
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Beyond Advertising: 5 steps to holistically elevate your company profile - Upstate Business Journal

Upstate Business Journal

Beyond Advertising: 5 steps to holistically elevate your company profile
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Being thoughtful about elevating your company profile can provide long-term benefits to your company. A truly successful strategy integrates paid, earned, shared, and owned media. By Marion Crawford President and CEO, Crawford Strategy. As businesses ...


Something doesn't ad up about America's advertising market - The Economist

Something doesn't ad up about America's advertising market
The Economist
IMAGINE a world in which you are manipulated by intelligent advertisements from dusk until dawn. Your phone and TV screens flash constantly with commercials that know your desires before you imagine them. Driverless cars bombard you with personalised ...


Canada's strict branding and advertising rules will try to take fun out of legal weed - The Cannabist

The Cannabist

Canada's strict branding and advertising rules will try to take fun out of legal weed
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“You've got no advertising, you have plain packaging, how are you going to differentiate yourself and grow your market?” said Levine, whose company manages C$650 million. Officials say their goal is to squeeze out criminal dealers, not encourage more ...

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Rampant click fraud on China's internet hurts digital advertisers - South China Morning Post

South China Morning Post

Rampant click fraud on China's internet hurts digital advertisers
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York School Committee weighs boosters' advertising plan - Seacoastonline.com

York School Committee weighs boosters' advertising plan
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YORK, Maine -- The York High School Athletic Boosters came before the School Committee this week for the second time with its proposal to raise funds by placing business-sponsored banners in the gym and along the fence at various school fields. Under ...

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