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Let’s get down to business. Customers only care about one thing, WIIFM (”What’s in it for me?”) and yet small businesses often commit the sin of advertising about themselves or their business. This is usually because the owners and their advertising executives that help them make their ads, don’t know the difference.

The thing is, you’re not alone. When it comes to small business advertising, you are definitely not the only one committing this “sin”. Your competitors are also going the same route. This is why you would fail to achieve the results you’re looking for when you mimic your competition’s advertisements.

If you can cease that way of advertising, then you will be able to make you small business advertising much more effective. Also if you change your message and delivery, you’ll be able to “steal” your competition’s customers! By using subtle and effective changes to your advertising, your competitors wont be able to tell why their clients are suddenly after your business.

Telling your customers what’s in it for them is the key to small business advertising. Basically your message should tell them why they should purchase your product or service rather than another businesses advertising. “We’re the best.” or “Cheapest” or the “fastest” is what many small business owners think answers this question, but usually they just seem self centered or like they’re bragging.

To be blunt, customers don’t want to hear you or your business brag. They don’t want to know why you think you’re so great. Remember, “WIIFM” if they do business with your company.

So you need to tweak and re-word your advertising, often very subtly, to focus on the benefits to the customer specifically. One very popular home supply store doesn’t advertise that they’re the cheapest. Something more like “You save big money!” would tell the customer their benefit. They show their focus is on the customer that’s reading or listening to the advertisement. The customer knows that it’s just for them.

Changing that focus through subtle changes in the words you use in your small business advertising is really very simple. “We” and “I” and “our” – into – “you” and “your” Is what it’s all about. Let them know that your product or service is what they want using easy to understand messages made just for them. “Your dreams will become a reality with abc.” with “abc” being your product or service.

It takes some practice to continually keep track of your small business advertising messages and fixing them when needed.. As these adjustments are made, you’ll begin to notice an growth in business. They may not be able to directly tell the difference, but you’ll know that it was because you focused on them, and not yourself.

Learn more about small business advertising. Stop by Michael Hearne’s site where you can find out all about small business advertising and what it can do for you.