So you've decided you need to increase your business with your advertising. You've bought the time. Now what?
How do you develop a campaign that WILL get results?
Think about PAIN.
What pain is your customer trying to eliminate just prior to doing business with you?
Then, focus your entire message towards solving that pain.
I've got a varicose vein clinic that focuses on ugly, bulging veins with the idea that you can finally wear shorts again without embarassment.
Another client of ours highlights getting rid of hairy areas on your body. Now that can definitely be a pain for some.
Focus on the PAIN, then, develop a selling message that will help you with the GAIN.
PAIN = GAIN in the business of solving problems.