Advertising That Works
I was horrified this morning when I glanced through our local free sheet newspaper and took a look at the classified ads for the local business services. Businesses from accountants to window cleaners were advertising, but from the 98 small ads only 8 actually mentioned a website.
With services such as Google’s “Get British Business On-Line” offering to provide the facilities for free why are they missing out on such a fabulous opportunity to tell the prospective customer so much more about their business without incurring high advertising costs?
Equally devastating was the fact that almost 100% of the ads were ‘tombstone advertising’, Bill Brown, Electrician, Phone number. Customers buy on benefits and there was not so much as a mention of all the benefits the hypothetical Bill Brown could bring to the buyer. The safety of work carried out by an accredited contractor, the convenience of a new control panel, the efficiency from having sockets installed in the best place and so on.
Every business should bring some benefits to the buyer of their services and it’s vital to draw their attention to what’s in it for them. These benefit could be more spare time because the ironing is done for them, increased profits for the small business customer because of improved systems or enhanced standing amongst the neighbours because of the quality of the garden or interior decorating are just some of the benefits that could be mentioned in the advertisement or, especially when funds are tight, on the free website.
Nobody is going to pretend that the results from a free website are going to have the professional polish of pages created by an expert website developer but every journey starts with the first step so getting the first page on line could be beginning for increased sales and greater profits.