This common writing mistake is keeping most local businesses from ever getting money back on their advertising.

Most local businesses are pouring money down the drain by getting this one marketing principle wrong.

It’s not about not spending enough money on it, nor is it about being a more ‘marketable’ type of business than others.

In this article, I will reveal a mistake that most businesses are making with their advertising, and you can use it to get ahead of your competitors. 

There is one thing that would stop someone from buying your product!

You could have the biggest advertising budget on the planet, and you'd still make zero profit if you ignore this principle.

It's the same principle that stops someone from selling football cleats to basketball players, lingerie to men, or even jackhammers to women.

And that is...

If what you're selling isn’t for the reader, they will bounce.

Every product/service solves a common problem for a certain demographic.

The big marketing giants like Coca-Cola are an exception, but you probably don’t need to be sold on the idea of Coke in order to buy a case when you're at the store.

So unless you’ve got the reputation (and the $400 million marketing budget) of Coca-Cola, we need to get clarity on who we are talking to.

More importantly...

You’ve got to show that you care, and you should.

For them to even consider your product, they need to look at your writing and think:

“Hey, this guy gets me.”

“He understands what I’m going through.”

“He knows how to fix my problems.”

You, as a business owner, should know your audience almost like the back of your hand.

Your customers are representatives of who you are marketing to.

So before you even begin to create an ad, you must get clarity on who you are talking to.

You should be asking yourself questions about your ideal prospect like:

• Are they married?

• Do they have kids?

• What party do they vote for?

• What does their day-to-day routine look like?

Those are the easy questions to ask yourself, but you should get even deeper by asking things like:

• Do they have any regrets?

• What problems are in their life currently that they have been struggling to solve?

• Why aren’t they able to solve this problem?

• What’s stopping them from reaching that dream outcome?

Everybody has a problem that they either haven’t solved or know they should solve but haven’t, no matter who you're selling to.

By getting crystal clear on what problems your audience has to deal with, it almost forces you to start writing in a way that actually sells to your audience.

This is how you get ahead of your competition!

Most local businesses are absolutely terrible at empathising with their audience, and it shows in the results they get.

If you are the one business in a particular industry in your local area that actually talks in terms of your audience's interests, you’re going to absolutely crush your competition simply because they don’t think about this stuff. 

Combine knowing your audience with having an ad with a solid headline and a measurable component, and you might start having to reject customers with the amount of leads you’ll be getting in.

Remember:

There is nothing that you can’t sell if you know your audience.

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