Advertising Benefits - Not Your Mug

By Mike McDaniel

So you are planning to advertise your business on cable and the ad person has suggested you do your own commercial... and you are thinking about it...

Whoa! Stop! No, No, No! Don't be another car dealer standing in front of the dealership telling the viewers his dealership is number one in the district. It ain't funny. It happens all the time and it is really sad.

People who should know better end up making a stupid advertising decision because some "gotta make my quota" sales type said "Why don't we put YOU in the ad?"

You can count the number of successful commercials starring the business owner on one hand. And it is a close-knit club you are not likely to crack, especially with the high school kids the cable outfit will send over to do the commercials.

And another thing, what is for sale? You? Does seeing your wooden movement make anyone want to come by the dealership (or plumbing store or body shop)? Not a chance. Will people notice, you bet. Your neighbor will tell you he saw you, and a whole bunch of people will be turned off by Mr. (Mrs.) Ego saying the same old tired things.

Sell benefits, not benefactors. Remember WIIFM "What is in it for me?" Not you saying "largest selection in the valley!"

Think about this for a minute; of all the local commercials you have seen, heard and driven past, the ones with the photo of the staff standing in front of the building, or the grand kids shouting something about their grampa or some guy trying to sound like Tom Bodett have not impressed you favorably one bit have they? You probably even laughed. But it looked different to you when the ad guy suggested it,

right?

Ease their pain and you will gain. Sell benefits. Don't let anyone talk you into being in the commercial, or going down to the radio station to record your own, or (Yuk) putting your 40 foot mug shot on the billboard out by the sewer plant.

Plan your advertising to sell benefits and do it with professionals. You will have more traffic, sales and profits. And your face won't peel off after the billboard sits for two months without new paper.

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