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Local businesses often make the same advertising mistake, today I’m going to talk about that mistake so you can outcompete your competition and get more clients from your advertising.
Everyone knows that to get new clients you should advertise, but no one talks about how to get the best results from your advertising…
Every business is copying what their competition is doing. But what’s happening behind the scenes is that your competitor copies the other competitor, and that competitor doesn’t know anything about advertising.
Businesses just invest in advertising and they expect to get business right away. But that’s not how you get the best results from your marketing. You need to follow some steps that I am going to talk about in this blog...
Every business just dumps words that mean nothing in their ads, business owners talk about how great they are, but they don’t realize that people don’t care how awesome they are, people care about their problems.
A real example of the mistake of a solar panel cleaning business ad:
“Hey, we clean solar panels. We're experts in solar panel cleaning. We have been doing this for 10 years, call us.”
To attract clients, you need to focus on solving their problems. In this case, they want to save more electricity; they don’t care about how many years you've been cleaning solar panels.
Here’s a better ad copy that will get them better results…
“On average, people are losing X amount of money every year due to dirty solar panels. And this isn't like wine; it doesn't get better with age. It gets worse.
You can easily change that. And we’d be happy to make a free estimate of how much money you would be saving by regularly cleaning your solar panels.“
As you can see I provide value for them. I don't talk about myself, I don't talk about how great I am and that I’m the best in town. Talk about their problem!
When your potential clients on social media see your ad, you need to grab their attention. Why? Because if you don’t make them stop scrolling, they will keep scrolling, that's why the copy of an ad is so crucial. And people often underestimate this.
"But how can I improve the copy and grab attention with my advertising?"
As I said, talk about them but that’s not all…
You need to give them a good reason why they should work with you instead of your competition.
They have more options, you have competition, so my question to you is…
WHY SHOULD YOUR PROSPECTS WORK WITH YOU INSTEAD OF YOUR COMPETITION?
Don’t be cheap, don’t say that you're awesome and that you're the best. Everyone can say that.
Here’s why people choose to order pizza from dominos:
“You get fresh, hot pizza delivered to your door in 30 minutes or less, guaranteed”
They don’t talk about how great their pizzas are, they are different.
Be different from your competition, offer value:
“We Guarantee 30% lower energy bills by cleaning your solar panels”
Come up with a Unique Selling Proposition for your business…
But what’s a Unique Selling Proposition? (USP)
The USP should be short, with powerful words and it should include a guarantee. If you can’t come up with a USP for your business, Google 'USP for a (your business type)' or contact us by clicking HERE, and we will help you for FREE.
Now, let’s set up the body copy for your ad…
Do you want to lower your electricity bills? (DO YOU HAVE THIS PROBLEM?)
You can buy solar panels in bulk, but if you keep them dirty, they can cost you up to 30%...(YOU CAN SOLVE IT THIS WAY BUT…)
To get the best out of your solar panels, you need to keep them clean.
(SOLVE THEIR PROBLEM)
Contact us and we will tell you how much money you are losing if you're not cleaning your solar panels right now. (CTA-Call to action)
Headline of the ad:
“30% lower energy bills and independence from fluctuating electricity costs, guaranteed in {YOUR COUNTRY}” (YOUR USP)
Now you know how to capture the attention of the people that need your service.
If you don’t know how to target the right audience that might need your service. Read this blog <>. You will find them valuable or you can contact us and we can work on your marketing for your business.
I’m sure with the knowledge I gave you, you will 10x the results from your ads, but if you can’t do it yourself - contact us and we will tell you what we would do to get the best results from advertising for your business.
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