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.

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. You are not the only one who has been committing this "sin" in your small business advertising. So are you competitors. So if you mimic your competition's advertising, you wont get the results you're after.

But the good news is, if you can turn this around for your business, it will make your small business advertising infinitely more effective. By changing your message and delivery to your potential customers, you'll be able to "steal" your competition's clients away! Even using subtle, yet effective changes in your advertising, your competition wont even know what's happening to cause their customers to go 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.

They just don't like bragging. They're not interested in why you feel you're business is so awesome. Remember, "WIIFM" if they do business with your company.

Subtle changes to your advertising to where it explains the benefits to the customer is all you need. "We're the cheapest!" is something you shouldn't say in your advertisement. Something more like "You save big money!" would tell the customer their benefit. The person reading or listening to your advertisement recognize that your focus is on them. They see that it's personalized for them.

Changing your message with just a few subtle words makes a lot of difference for your small business advertising. "We" and "I" and "our" - into - "you" and "your" Is what it's all about. Speak directly to your customers in easy-to-understand language and tell them how they can have the things they want in their life by buying what you're selling. But word it in such a way that says, "Your dreams will become reality with xyz." Of course, "xyz" is 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.