Much of the advertising we see is wasteful. It doesn’t return a profit on the money spent for it. Why? Because it repels people.
For example, how often do you mute the TV when commercials come on? How often do you throw junk mail in the trash without reading it? If you’re like most people, you’ve developed the habit of ignoring advertising. Your customers (and potential customers) also ignore advertising — including yours.
Your advertising messages have to cut through all that negative inertia. Maybe you already know that, but still can’t figure out why your advertising does so poorly. Here’s why: Effective advertising does not repel people, it attracts them. It’s like dating. If you want to impress the other person, you will talk about them, not about yourself.
That’s enough theory; let’s get specific. Rather than advertising how great your shop is, how nice its equipment is and how wonderful your people are, advertise like this instead:
In summary, learning how to advertise effectively is like learning how to fix cars. The more you learn, the easier it gets, the fewer mistakes you make, and the more money you earn.