In my eyes, every single time either yourself or your business is seen by the eyes of a potential customer, or anyone for that matter, you are advertising.

So what is it that you are promoting to your potential customers? Is it of interest to them? Will it benefit them?

Enter The ‘So What?’ Principle

A while ago I was having a coffee with a good friend of mine who is also a coach and marketing trainer helping small businesses. Over our coffee and bacon sarnies, we exchanged stories of the latest advertising we’d seen from businesses on both Facebook and LinkedIn.

We were having a little giggle to ourselves over some of the seemingly random social media posts that were clearly doing nothing for the businesses promoting them other than making them look highly unprofessional.

My friend then said, “Do any of these businesses ever read back what they write in their social media posts or adverts and ask ‘So What?’, because that’s exactly what their customers will be asking themselves.”

That’s so true, don’t you think?

Your Customers Want To Know What’s In It For Them!

Researchers suggest that on average we see around 300-700 marketing message per day. Some even suggest the number could be as high as 5000. That means we all have to be so desensitised and critical to most marketing messages, otherwise, we would literally spend every waking hour of our day buying new products / services and listening to every company who puts their message in front of us.

This is clearly not the case.

So how do we as consumers figure out what advertisements are worthwhile exploring more, and which one’s we can ignore, at least consciously anyway?

We use the ‘So What?’ principle.

What Does Effective Advertising Look Like?

  • Great advertisers know that their advertisements aren’t for themselves (their company), they are for their customers.
  • Great advertisements totally and completely focus on the needs and wants of their customers. (As lovely as your business may be, your customers don’t care about it!)
  • Great advertisements clearly tell customers what is in it for them if they take you up on your offer.
  • Great advertisements pass the ‘So What?’ test.

I’d also add to that list that great advertisers don’t pitch their services straight away, they will give their potential customers value first in exchange for their email address or some other form of contact details.

There are huge benefits to this, but I’ll save that discussion for another article.

3 Ways You Can Advertise Online

  • PPC (Pay Per Click) Advertisements – Pay Per Click advertisements are ads that you display to your target audience, but only pay when someone clicks on your ad. This means you only pay when you get results. My favourite form of PPC advertisement at the moment, purely for its diversity and the CRAZY results you can get from it is Facebook’s Ad Platform.
  • Networking – This method brings great results in the B2B community (marketing and selling between businesses), and LinkedIn can be utilised to allow you to network and connect with a huge number of your potential customers, but still in a very personal way. The key with any advertisement, including LinkedIn, is to offer potential customers something of value and get them on your list BEFORE pitching. 
  • Organic – Although this isn’t as targeted as the two other ways I have listed, it can still bring in A LOT of fresh leads and generate enquiries when used right, so it’s worth a mention. A few examples of where organic advertisements (free) can work really well are on YouTube and Forums. If you post a video providing great value to your potential audience, tag it so people can find it easily, share it on a few ‘Social Bookmarking Sites’ / Social Media Platforms, and then link that video to your list signup, and you can be onto a winner!

In my Marketing Strategy Workshops, we also talk about 7 other ways you can advertise online and go more in depth on how to craft pitches that stand out and attract your ideal customers.

Do You Have A Marketing Plan For Your Business?

I’m sure as you sit there, reading this article, thinking of the potential ways you could advertise to your customers, you want your marketing to be the most effective it possibly can be, don’t you? Otherwise, why would you be reading an article on a marketing website?

Great marketing comes from having a great plan in place. A Marketing Strategy that allows you to hit all of your goals, both financially and personally, and allows you to be confident, proud, and enthused with how your business is running and growing.

I help Coaches, Creatives and Entrepreneurs create bespoke Marketing Plans that allow them to do just that in my Marketing Strategy Workshop.

If you feel confused with the current way you’re marketing, you can find out more about my Marketing Strategy Workshops by clicking here.

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Digital Marketing Strategist at Ben Webb Marketing
Ben helps Entrepreneurs, Coaches, Creatives and Local Businesses market and sell their products and services successfully online. Certified Trainer of NLP (Neuro Lingusitic Programming), Musician, Digital Marketing Specialist.
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