No Time, No Reason, No Rhyme?

By Tim Kolling, Marketing Consultant WIBW 580 AM & 94 Country

PHOTO BY Megan Rogers Photograhy

Most business owners answer that question by saying they want to advertise, but aren’t really sure what that means. They spiel off a list of products or services and think that customers simply need to know how to contact them. Hmmm. That’s not really advertising, and it’s not going to be effective.

What Motivates You?

At this point, I don’t ask these individuals why they want to “get their name out.” I ask what they like about their business and what motivates them every day. It’s like a switch flips on. Their eyes light up as they tell me their story. All of a sudden excitement, drive and passion emerge. Out flows ideas and thoughts about ways to grow the business.

tellyourstory

Tell Your Story

Then almost all of them stop and say, “But our advertising has never been very effective.” That’s because just giving out a list of products and services with contact information does nothing to distinguish them from the competition. Without something unique, exciting or compelling to set the business apart, consumers have no definitive reason to choose them over someone else. THEY DON’T KNOW HOW TO TELL THEIR STORY.

Attract Relationship-Type Consumers

Consumers buy products and services every day, but how do they decide from whom and where they make that purchase? Most of the customers you want to attract are those you can build a relationship with. Those relationship-type consumers make decisions based on trust. Just giving them that list of what you offer and your phone number or website isn’t going to cut it.

Now ask yourself, “If consumers knew what I know about my business, wouldn’t they already be my customer?” Sure, they need to know what your products and services are, but tell them about your passion for providing those products and services. Tell consumers why YOU are excited about helping them. Make sure the perception they have about your business is the one you want them to have. That is your new marketing campaign, and you will find your advertising much more effective.

Get it out of your head that advertising is just spots, time, column inches, or digital impressions, and understand it’s about TELLING YOUR STORY!