Advertising is expensive (especially if yours isn't generating sales). The good news is that even the smallest business owner can turn their limited ad budget into a real money maker.
Just follow this simple formula: Relevance + Credibility = Results/Response/$$$
Relevance -- give me something I care about and give it to me in a way that moves me.
Screaming "We have great prices. The lowest prices. Guaranteed." without backing your words up with details, facts and proof is just screaming.
Credibility -- give me confidence in what you're giving me.
Boring listeners with cold, dry facts, details and proof is just that, boring. We don't care that you have "200 years of combined experience." Been part of the community for 35 years? Big deal. Believe in honesty and playing fair? Who would advertise anything else?
But when your message is something I care about/need and when your message really moves me and then is supported without loopholes, fine print and fast talking disclaimers, now you're making the registers ring. Relevance + Credibility = Ka-ching.
(inspired by The Wizard of Ads, Roy Williams)
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