Let’s not kid ourselves. Rather than focusing on their customers and answering the number one question they have, “What’s in it for me” (WIIFM) many small businesses unknowingly commit the number one sin in small business advertising, talking about themselves or their business. This is mostly due to many small business owners, and sometimes their advertising executives not being able to tell the difference.

The thing is, you’re not alone. You are not the only one who has been committing this “sin” in your small business advertising. So are you competitors. This is why you would fail to achieve the results you’re looking for when you mimic your competition’s advertisements.

There is hope. You can make your small business advertising much more effective by turning this way of advertising away. And by changing the message you deliver and how you deliver it to your potential customers, you’ll be able to “steal” your competitor’s customers away! Even using subtle, yet effective changes in your advertising, your competition wont even know what’s happening to cause their customers to go after your business.

As I’ve stated, tell the customers what’s in it for them, that’s the key to small business advertising. In other words, tell them why they should use your business or service or buy your product instead of another businesses. Whether a small business is the “best” or the “fastest”, it only seems like bragging on an advertisement, instead of answering the client’s question.

Nobody likes to listen to others brag, business or not. You may be great, but they don’t what to know why you think so. Remember, “WIIFM” if they do business with your company.

Subtle changes to your advertising to where it explains the benefits to the customer is all you need. Let’s say a home supply store’s advertisement doesn’t say “we’re the cheapest!” Instead, in order to answer the customer’s number one question, they could put “You save big money!” They show their focus is on the customer that’s reading or listening to the advertisement. They personalize it for the customer.

Changing that focus through subtle changes in the words you use in your small business advertising is really very simple. It’s all about changing your message from “we” and “I” and “our” to “you” and “your.” Speak directly to your customers in easy-to-understand language and tell them how they can have the things they want in their life by buying what you’re selling. Put something along the line of, “Your dreams will become reality with xyz.” “xyz” being what you’re selling.

Examining your small business advertising messages, and changing them when needed takes some practice.. As you make these changes, you will see an increase in your business. Your customers may not be able to articulate the difference, but you’ll know. It’s because you changed your focus to put the spotlight on your customers, not your business!

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