I recently helped a local optometrist improve an ad for her local newspaper. She had created one with the help of the paper's staff, and it said all the "right" things: Great selection, great service, all insurance accepted, etc.
She showed me the copy and my first reaction was "so what?". Every optometrist claims great selection and service, and none would be in business without accepting insurance.
She needs our old friend competitive differentiation.
We chatted about why she was advertising. She had just moved her business across the river (a very small river) and was worried about her clients following her to the new location. It's about 8 miles as the crow flies. But then she mentioned that one elderly client had just come in and commented that after trying the closest optician, he decided to make the drive due to the fabulous personal care he felt he received from this doctor.
Eureka - a testimonial and a reason for being all in one! Testimonials are vital to small business advertising and competitive differentiation. I suggested she call him and ask if she could use his statement in her ad. I also suggested accentuating the "fabulous personal care" he spoke of - something that is sorelyy lacking these days in health care.
Souped up with the testimonial and a new focus on personal care, the ad hit the streets shortly thereafter. Many of her old customers saw the ad and realized what they were missing - just 8 miles "across the river". They started coming back, and new customers perked up too.
All based on a chat about someone she had seen that day. Sometimes the best solution walks through the door. Watch for it.
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