Seems like an elementary question, doesn't it? What do you advertise? In the language of Paperitalo Publications, you advertise what spins your invoice printer the fastest.
However, this message alone will gather you no customers. It is the same thing as saying, "Buy from us what makes us the most money." Not a compelling reason to do anything on the part of a purchaser, is it? Have you ever bought anything based on the profitability to the seller? Likely not, if you exclude purchases for your child's school fundraiser.
On the other hand, saying something like, "You need a pump, so buy our pump, it's pretty" also will not gather any business into your ledger.
You knew it all along: you have to advertise features. Your advertising should send the message that a purchase from you will create a gain or eliminate a pain.
Yet, even this alone is inadequate, for as a stand-alone statement, creating a gain or eliminating a pain is merely balanced against doing nothing. It ignores your ever-present competitor. We know there is always a competitor lurking just around the corner.
So, it becomes complicated-you must find a likely buyer, persuade the likely buyer to do something rather than nothing, to do that something with you, not your competitor, and, by the way, we would like for you to do it now.
It takes talent and experience to create a message with such impact. We can work with you to dissect your product or service, or work alongside your own advertising agency, to do so. Then we can help to assemble the basic components of the message into a coordinated advertising campaign.
In business-to-business sales, there once were only two ways to do deliver such a campaign message: graphically-with an attention grabber, or textually (in copy)-with an argument maker. Now we can add audibly with internet radio, a place where you can garner attention and make your case, too. Then, go even one step further, by adding simultweetingTM (tweeting supplemental information alongside a radio commercial). Tweeting can create a very powerful message delivery system at very low cost.
Yes, the basics stay the same-features, value proposition, superior choice compared to any other option. Now, however, the ways of delivering the message have improved dramatically. Seize the methods before your competition does.
Jim Thompson is CEO and Executive Editor of Paperitalo Publications. He can be reached by email at jthompson@taii.com.
For more information on Paperitalo Publications, feel free to contact:
Curt Gifford
cgifford@taii.com
770-367-4823
Helen Roush
helen.roush@taii.com
937-403-8602
Jim Thompson
jthompson@taii.com
678-206-6010
