| “Don’t Keep Your Offers A Secret!” |
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A friend of mine who used to own a mattress store was having trouble in his advertising. A local merchant was getting better results from his ads. I looked at one of my friends ads, and compared his ad to his competitor’s ad. They were very similar...except. … His competitor was offering free delivery, free disposal f the old mattress, and free financing for 90 days. These were mentioned ...in the ad...with easy to see bullet points. I asked my friend “Don’t you offer the same things?” He said “Sure, but everybody knows that. I don’’t need to put that in the ad”. Wrong, wrong, wrong! Everything you offer as an incentive to buy from you...should be in your ad. The vast majority of custa chance to tell them in your store...if you don’t tell them in your ads. Do you offer; Free pickup or delivery? Free financing? Do you take the item out to the car for them? Will you take a service item out of the car for them, and carry it into the store? Do you have a liberal exchange policy? Do you service what you sell? Do you extend a warranty for free? Will you give discounts for quantity purchases? Do you take trade-ins? Then you need to say it in your ads. |
Small Business Advertising and Local Marketing expert Claude Whitacre is author of the book The Unfair Advantage Small Business Advertising Manual. You can purchase the book for $19.95 at amazon.com. You can also download your Free copy of the complete book at http://www.local-small-business-advertising-marketing-book.com