Avoid Empty Words

According to Roy H. Williams, the "Wizard of Ads," advertising isn't working like it did a few years ago. Television, radio and newspaper executives have all admitted to the decline in advertising results.

Williams' belief (which he says he has proven) is that it's because:

1: Internet surfing has trained us to disregard empty words.

2: Relevance has become more important than repetition.

He says, "The audience is still there. What's gone is their willingness to pay attention to drivel."

I would tend to agree since this is what smart marketers have known all along.

Back in 1999 when I first began working online, the "gurus" of the day preached the WIIFM (What's In It For Me?) mindset as a mandatory way of doing business online.

WIIFM insists that we, as marketers and entrepreneurs, must look at our advertising from our customer's point of view. We must sell benefits, not simply features, we must address issues and concerns in the lives of our customers and we must do our level best to demonstrate how our product or service can best meet our customer's needs.

The WIIFM mindset must prevail if you hope to win customers, translated SALES, through your own advertising efforts. Look at your advertising from your customer's viewpoint and answer WIIFM and your advertising efforts will prove profitable to your business. Guaranteed.

Article © 2007 Darlene "Dee" Bishop. All rights reserved worldwide.

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