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Let's not kid ourselves. Customers only care about one thing, WIIFM ("What's in it for me?") and yet small businesses often commit the sin of advertising about themselves or their business. Many small business owners, and sometimes their advertising executives can't tell the difference between the two.

Let's not kid ourselves. Customers only care about one thing, WIIFM ("What's in it for me?") and yet small businesses often commit the sin of advertising about themselves or their business. Many small business owners, and sometimes their advertising executives can't tell the difference between the two.

The thing is, you're not alone. When it comes to small business advertising, you are definitely not the only one committing this "sin". Your competitors are also going the same route. This is why you would fail to achieve the results you're looking for when you mimic your competition's advertisements.

If you can cease that way of advertising, then you will be able to make you small business advertising much more effective. Also if you change your message and delivery, you'll be able to "steal" your competition's customers! By using subtle and effective changes to your advertising, your competitors wont be able to tell why their clients are suddenly after your business.

As identified, the key to successful small business advertising is that you have to tell customers what is in it for them. Why should they purchase the product or service offered by your business, as opposed to any other is what your advertisement should answer. Whether a small business is the "best" or the "fastest", it only seems like bragging on an advertisement, instead of answering the client's question.

Nobody likes to listen to others brag, business or not. They don't care why you're so awesome. What will they get from your business?

Subtle changes to your advertising to where it explains the benefits to the customer is all you need. "We're the cheapest!" is something you shouldn't say in your advertisement. Something more like "You save big money!" would tell the customer their benefit. The person reading or listening to your advertisement recognize that your focus is on them. They see that it's personalized for them.

Changing that focus through subtle changes in the words you use in your small business advertising is really very simple. It's all about changing your message from "we" and "I" and "our" to "you" and "your." Speak directly to your customers in easy-to-understand language and tell them how they can have the things they want in their life by buying what you're selling. Put something along the line of, "Your dreams will become reality with xyz." "xyz" being what you're selling.

Examining your small business advertising messages, and changing them when needed takes some practice.. As these adjustments are made, you'll begin to notice an growth in business. They may not catch on to the subtle differences in your ads while heading to your business, but you'll know it's cause you avoided bragging, and answered what's in it for them.

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