Many business owners simply don’t understand good marketing and advertising. Although marketing and advertising goes out “en masse” to thousands of people at once, it is read by one person at a time. For some reason, business owners seem to overlook this important distinction. When you write your ads, keep this in mind. You are writing an advertisement that will be read by one person at a time. You want to connect with that ONE person. The “Reader,” or in some cases the listener or viewer, wants to feel that you know and understand him or her. That you are talking to no one else. Once you are able to do this, then you have their attention and you make your points and win them over.
Once you win them over, it’s really like having thousands of salespeople working at once. The best way to do this is in a letter or editorial ad. The letter or editorial ad gives you the space to make your case as if you were doing a face-to- face sales presentation, but without the interruptions.
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