A few days ago we posted about a great article on getting Free Advertising in Mine Your Own Business. One of the things we discussed first was the difficulty of deciding on the most effective advertising mediums for your business. Unfortunately that is only half of the advertising dilemna for a small business owner. Let's assume you've developed the perfect advertising avenues to reach prospective customers and they actually see (or read or hear) your pitch, how do you make sure the content will be persuasive?
A recent article suggested using the "so what" test on your advertising message. It is a very short article that you can read in less than five minutes, but it promotes a very effective way to evaluate your advertising content. For each statement, the article suggests imagining your prospective customer saying "so what" to your statement. Simply make sure your message explains why that part of the message is important for the customer.
The article provides a couple of good examples, but the one I liked best was a refrigerator door with a textured finish. I had no idea before i read the article why that would be a selling point so I did a quick, impromptu survey of some of my co-workers and none of them knew either. The answer to the "so what" test is that the finish masks annoying fingerprints.