I Dont Want to be Different

To succeed in today's crowded marketplace where most of the products and advertising look exactly the same, a small business owner must stand out, shouting above the din with a message so clear and compelling that prospects stop and take notice. It's a matter of business survival. Unfortunately, most entrepreneurs quickly retreat to the supposed security of sameness, soon to be lost in a sea of anonymity and a tidal wave of frustration. In effect, albeit at a subconscious level, they are saying , "I don't want to be different".

In back room offices and store fronts everywhere, salespeople are telling business owners they should do this or that kind of ad because it worked so great for their competitor. The owners nod and sign on. It's already proven to be a winner, right? WRONG! Change the name, background color and a font style and you've got sameness. Put those ads in the yellow pages, a coupon magazine or a TV commercial cluster and you've got advertising death. Want proof? Get the latest statistics on small business failures.

To make your advertising work, follow the principle if your competition is doing it, don't. Go where they aren't and win the battle without a fight. Resist the urge to get a listing in the phone book because that's where everyone else is. A coupon direct mailer that features 6 or 7 of your competitors is a poor choice too. Look for new opportunities in direct mail and email campaigns. Look at direct response ideas. In short, try to find the biggest number of clients you can find in one spot. Fish in a barrel, not the ocean.

When you've chosen different channels to attract your customers, make sure you overcome the "so-what" factor in your copywriting. An ad for a heating and air conditioning company that says it has certified technicians that will fix your problem quickly is a so-what line. No one is looking for uncertified slackers that will get around to the problem whenever. A moving company that mentions superior insurance coverage makes you think they'll probably break something. Be creative and write copy that will compel prospects to take action.

Consumers are bombarded by thousands of ad messages every day. There is so much overload they tune everything out. To get their attention, look within your business and find all that you do differently and decide which of those elements your customers most want. Decide how to word it best. and where to position it. Decide you really do want to be different. You have to. Your business depends on it.

Brian Grinonneau is the general manager of McMann and Tate advertising, an agency that works with small business owners helping them stand out from the crowd.

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table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.istockanalyst.com/article/viewarticle%2Barticleid_2681843.htmlcid=1254802074ei=ADHqSIXRH4Lg6AOJybVCusg=AFQjCNHey_HJ7Q5OzQ8BHmY8tpeVhRJvRQXFMedia Acquires 30-Year Exclusive bAdvertising/b Rights to China b.../b/abrfont size=-1font color=#6f6f6fistockAnalyst.com (press release),nbsp;ORnbsp;-/font nobr2 hours ago/nobr/fontbrfont size=-1XFMedia (Nasdaq: XFML), a leading media group in China, announced recently that it has obtained 30-year exclusive badvertising/b rights to the China Youth Net b.../b/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://uk.sys-con.com/node/699845cid=1254788147ei=ADHqSIXRH4Lg6AOJybVCusg=AFQjCNFdC4HdCcrakUgr4v3QMtKKzIcqRABarcelo Hotels amp; Resorts Appoints John Schultz as Marketing b.../b/abrfont size=-1font color=#6f6f6fSYS-CON Media,nbsp;NJnbsp;-/font nobr3 hours ago/nobr/fontbrfont size=-1He has also held positions with Willard amp; James bAdvertising/b and Ace Communications Group. quot;As Marketing/bAdvertising/b Manager, John will play an integral role b.../b/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.marketwatch.com/news/story/phyllis-ehrlich-joins-brightline-itv/story.aspx%3Fguid%3D%257BC98580E9-6B41-4F7A-ACDC-5A2EF6D6FFE8%257D%26dist%3Dhpprcid=1254766434ei=ADHqSIXRH4Lg6AOJybVCusg=AFQjCNFV0WpwaBqXvvx5HI-pJ9tyunejHAPhyllis Ehrlich Joins BrightLine iTV as Senior Vice President of b.../b/abrfont size=-1font color=#6f6f6fMarketWatchnbsp;-/font nobr5 hours ago/nobr/fontbrfont size=-1In addition, she is the recipient of numerous awards from the Promotions Marketing Association, Internet bAdvertising/b Competition, and KidPower Awards. b.../b/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.independent.co.uk/news/media/comment/claire-beale/claire-beale-on-advertising-a-new-creature-stalks-the-giants-of-adland-952292.htmlcid=0ei=ADHqSIXRH4Lg6AOJybVCusg=AFQjCNGI-y01umPbHW-DLqKlEp2jEEFlqAClaire Beale On bAdvertising/b: A new creature stalks the giants of b.../b/abrfont size=-1font color=#6f6f6fIndependent,nbsp;UKnbsp;-/font nobr16 hours ago/nobr/fontbrfont size=-1This week I have a story for you that could change the international badvertising/b landscape. But first, let#39;s wallow in a little bit of badvertising/b nostalgia b.../b/font/div/font/td/tr/table
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In a recent article, I shared five of my top... Read More