I advise people on their radio advertising campaigns, commercials and strategy.
Recently someone said his mother had started a cleaning company. But she doesn't have enough clients to pay the bills, and HE doesn't believe in advertising because, he says, "word of mouth is the best way to get clients."
Here's a quick, free consultation for him and his mom....
You're correct when you say "word of mouth is the best way to get clients."
On an individual basis, however, your mouth can speak to only a limited number of ears.
My fondness for radio advertising lies in the fact that it is word of mouth you control. Good radio advertising is nothing more than a trusted friend or advisor whispering in your ear. It's "word of mouth" on a mass scale.
Regardless of the medium you select to advertise your mother's cleaning company, start by answering this question:
"What problem does this business solve for its targeted customers?"
"A dirty office" or "dirty house" isn't the problem. You'll want to dig down until you identify the problem that affects consumers emotionally. The problem that causes them to say, "Enough! There must be SOME way to..."
Advertising solves problems. Identify the problem your mother's company will solve and then present that solution -- whether via radio, newspaper, direct mail, doorknob hangers, outdoor advertising -- in a personal, direct, honest manner.
