If you’re like any professional who’s trying to grow their business, you probably spend a lot of time educating your prospects on why your business is clearly a better choice than others, right? But … exactly how are you telling people this?
If you make the first of the FOUR MOST COMMON MISTAKES in digital advertising, you won’t get the most value out of your ad & marketing dollars, because you’ll start at a disadvantage.
So, what is that mistake?
Most advertisers do not talk to their prospects from the prospect’s point of view.
Most businesses simply feel they need to list all the great features of their product or service in an ad and *poof!* The product or service will sell itself. They don’t give any thought to the type of person their ad is reaching, or what, exactly, is important to THEIR TARGET AUDIENCE. And while the features of your product and service are important, listing all that stuff doesn’t address the most common thing a prospect is asking themselves when they see an ad, which is “Why does this matter to ME?”
So, instead of being “business-centric” and talking about you in your ads, talk about the benefits your prospects will enjoy instead:
- Instead of “We Stock Most Major Brands” say “Save valuable time & money with our huge selection!”.
- Instead of “Great Customer Service” say “No Hassles with our White Glove Service”.
- Instead of “Free Estimates!” say “Personalized Quotes – Free of Charge!”
- Instead of “We have High Quality Painters” and “Our Staff is Trained in Cleanliness” say “You’ll Never Know We’ve Been Here – Except Your Walls Look AMAZING!”
You get the idea: always create ad content so it leads with a benefit statement about why a prospect will enjoy working with you. Make the ad all about THEM, not about your business.
If you’re interested in learning more about digital advertising and reaching local realtors and brokers, give us a call at 727-351-2077 or book a quick 15 minute virtual meeting with a member of our Ad Team.
So, Why Are We Sharing This With You?
Our in-house ad experts are part of our highly experienced RE-Target ad team, which specializes in connecting local home services companies to local real estate agents and brokerages, and they love sharing valuable stuff we’ve learned working with businesses like yours (be sure to check out Mistakes #2, 3 and 4!). You can use this info for ANY advertising you create, too, not just with ads that run in the RE-Target system.
If you want to reach agents and brokers specifically, RE-Target is a unique advertising program offered by your local association or MLS that’ll connect businesses like yours to agents & brokers in your area. We’ve worked with thousands of vendors to create compelling advertising, and then put it in front of real estate agents in their MLS software, a place they go multiple times a day to do business. Our goal is to connect businesses like yours to active real estate agents and their best real estate customers.
And it works. Check out this video testimonial from Pro Painter Jeff Hawkins to hear about his experience with the RE-Target program.
Want to Try it Out?
If you’re interested in participating, simply give us a call at 727-351-2077 or book a quick 15 minute virtual meeting with us and we’ll get you started.
Have questions? We’re happy to answer those, too.