What Pain Is Your Customer In?

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.

FedEx Office: Kill'em With Kindness

My friend and advertising colleague Phil Berstein (Portland, Oregon) writes a nice piece about FedEx Office generating some very positive word of mouth here. Basically, for one day only FedEx Office is offering FREE resume printing services to anyone who wants it.

This has generated tons of FREE publicity. While no advertising $$ were spent, this case study shows once again that advertising is about finding a salient message and a worthwhile offer, marrying them together and generating results.

If you need help defining your salient message, I've got 14 years of experience in helping craft advertising campaigns that produce results.

Give me a call 404-995-7343.

A Sign of the Times or Self Fulfilling Prophecy

Just outside Atlanta is this marble & countertop company. I'm not sure if they are trying to be funny or they are actually serious with their sign.

To me this speaks of desperation. I perceive this company is struggling to stay afloat. Even it that is true, I'm not so sure that this marketing strategy is accomplishing its goal of building new business.

This marketing message gives the consumer no real reason why they should do business with this company. This speaks to the company's problems not the consumers.

I've found over the last 14 years of developing results-producing campaigns that campaigns that focus on the business problems generally fail, but those that focus on solving a consumer's problem excel.

I've got some ideas on what the sign should say but I'd like to hear yours also.

Feel free to offer suggestions in the comments below.

If you need help developing a consumer focused message for your business, call me 404-995-7343. There's no obligation to get a 3rd party opinion of your current strategy. My promise to you is that I won't ask for your business unless I can help your business.