Advertising has changed a lot over the years. It has had to. We’re so constantly bombarded by advertising that we learn to block out marketing messages. Once we realize we’re being advertised to in a new way, we train our minds to ignore or instantly refuse the tactic. We have to, because there’s so much advertising around us that if we took the time to digest it all, we’d have no time for anything else–and we’d likely own one of everything imaginable and have even more maxed credit than we already have.

This creates a serious challenge for those trying to advertise. How do you get your message out there when nobody wants to hear it? How do you sell your product when nobody wants to be sold to? This challenge requires constant creative effort. I say constant, because creativity just once won’t do. Yesterday’s creativity is today’s old-fashioned technique.

This month’s blog posts will focus on showing you some ways to be creative with your marketing and advertising. Today’s lesson? Adding value to advertising content…

Something for nothing. It’s an interesting concept, and one that most businesspeople try at all costs to avoid. They want to get something for their investment, whether its a monetary investment or just an investment of time. Naturally. But the fact of the matter is that most customers like few things more than actually getting something for nothing. Low prices? Good. Discounts on already low prices? Better. Free stuff? Best!

I’m not about to tell you to start giving away your products and services for free. While it might work to get people in your door, at the end of the day you’ve got to pay the bills. What if you could give your customers something for free, that costs you nothing? What if it didn’t cost you any more money than what you’re already spending or any more time than you’re already giving up?

Give your customers a piece of your mind. Wait! Finish reading this post before you take that the wrong way.

If you’re a business owner, you probably consider yourself an expert, or at least highly knowledgeable, about something. Whether it’s a product, a service, or a combination of both that you offer, you like to think that you know a lot about what it is you’re selling. Hopefully, you know more than your customers know about it. But if they’re your customers, or potential customers, they’re probably interested in learning more.

Add value to the content of your advertising by imparting some of your knowledge into it. Share what you know. How ever you’re already advertising, take that method and give it more value. You’re already spending the money on the advertising and you already take time to try to create successful advertising. So, in doing so, find a way to make your advertising valuable to your customer.

You’ve given your customer something before they’ve even made a purchase.

The benefits:

• You’re still advertising! You’re still getting your name out there just like you always were.
• Your customer, or prospective customer, will remember your consideration when they’re ready to buy. (Remember: Customers buy when they’re ready to buy, so you have to be ready to sell when that time comes.)
• You’ve built trust. Customers will recognize that you are a source of knowledge and that you’re willing to share that knowledge.

I’m wrapping things up…

At the beginning of this post I said that we’ve wired our brains to turn off in the face of advertising. The “hard sell” is the oldest advertising technique on the books–albeit the most used–so it’s the one we’re best at shutting out.

By adding some value to your advertising, you help to disguise it. It looks less like advertising and feels more like friendly advice or helpful hints. And, once your customers get used to your “generous” approach, their minds will be less quick to turn off or automatically shun your more direct advertising. Once they’re comfortable with what you’re “giving” them, they’ll become more receptive when you go for the sale.