Budget Advertising Online and Offline Advertising Opportunities

3 Laws for Success with Small Bussiness Advertising using Classic Salesmanship

What makes a consumer buy a product or service? One reason might be classic salesmanship from a salesman to a customer. And what does classic salesmanship entail? Getting to know the customer and how they can benefit from a product or service is step one. Then the salesman directs the customer to the product or service with the features the customer needs to get the benefits desired.

A good salesman does things that most small business advertising don’t. They elicit emotional responses with a customer using personal connections. Then it backs up that emotion with logic and reasoning that supports what they want to do based on their emotional response.

Most small business that advertises using print and other media simply tout the features of a product or service instead of explaining to the customer how they will benefit from those features. In reality, the customer doesn’t much care for a feature unless it directly benefits them.

For instance, one feature of a vehicle might be that it can fit seven passengers. But if I have a family of three, I have no reason to want or need this feature. It is of no benefit to me. But say a good salesman learns that my only child has a bunch of friends over to our house and that I shuttle them between activities a lot, the classic salesmanship can take over and the salesman will recognize that the feature can benefit me.. That vehicle with room for seven could make life easier because I can fit everyone into it, thus making me the coolest dad on the block cause my child can spend more time with friends.

In order to have effective small business advertising, it’s important to know something about your customers, or potential customers. When you know your customers well and can describe them, you can create small business advertising that will speak to those customers directly. You can show how they’ll benefit from your product or service.

Features. Benefits. Emotion. Those are the keys to small business advertising. But the response you want to get, and the order that these words and concepts matter to customers is in reverse.

First, your small business advertising must elicit emotion. An emotional response or reaction must be created. They need to desire and feel connected to your product or service.

Next, your advertising must show off the benefits that justify the emotional desire from your customer. Most people need to justify the expense of a product or service before they have a reason to purchase it. To help your customer justify their expenditure on your product or service, you need to describe the benefits.

Finally the features of a product or service can be showcased. Do remember that features only matter in the first place if they demonstrate the real benefits that support the customer’s emotional reaction and desire to purchase. So don’t start out by focusing on features in your small business advertising.

Remember, you want to elicit responses in the proper order if your advertising is to result in actual business for you. First, generate an emotional response. Describe the benefits that justify the purchase second. And third, highlight the features that provide these benefits.