Rule #3 - Give a simple location!
Always give a location (or landmark)! Ninety-nine percent of the time, this one applies. We're inundated with advertising messages every day, and we just want simple explanations to tell us how to get to you…not 1593 Brookmore Lane. Most people won't scramble for a pencil, but they will certainly appreciate "on Brookmore Lane, across from Home Depot" as a simple location explanation. It's much easier to remember. So, no actual addresses, please….stick to the 'simple' location.



Rule #4 - Include Your Strategy & Tactic
Always have a STRATEGY and a TACTIC: This one comes from CSS (credited throughout the site), and is one of the most important pieces of the puzzle. A strategy is the "why buy here?" factor…a tactic is the "why buy here now?" factor.  Don't miss the 'Success Stories' and 'Commercials that Get Results' sections on the site to get a better grasp on these.  Sometimes examples are better than explanations.

Rule #5 - Try On Some New Shoes!
 Your customer's shoes! It sounds so cliché, but it can't be ignored. Everyone, without question, will choose where they shop because of one factor…the "what's in it for me?" factor. Find out why your core customers shop with you often, and appeal to that reason in your commercial (this goes back to #4's strategy). Invite a few of your regular customers into your store for a brief interview and focus-group session…offer them a free gift for their feedback. It could be the most valuable interview session you can have. Use this information in your next commercial as a strategy and/or….or possibly even a testimonial!
 


 

 

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