By Van Coker

If there is one undeniable truth in small business advertising, it is this: Business owners are more concerned about the media they choose than the message they choose to communicate.

If you don't believe me, just stop by your local coffee shop early in the morning. Ask one of the business owners enjoying his or her morning cup. Entrepreneurs are easily identified. They are always up at the crack of dawn, (probably because they just can't sleep) and the last people on the planet to put head-to-pillow. Always thinking. Always worrying. Always looking for a better way to attract customers. Always quick to offer an opinion regarding the advertising media. Which media works poorly...and which do not work at all.

They've tried absolutely everything under the sun with limited success. Newspaper, television, radio, yellow pages, billboards, pens and pencils and door-to-door coupons. They've spent money on quarter-pages, half-pages, full-pages. They've written checks for cable and local affiliate television. They've tried to connect with every radio station's morning-drive, afternoon-drive, and day-time listeners---even the overnight crowd that can't sleep, either. The yellow pages rep told them their troubles would disappear if they would simply "buy a bigger ad" and "add color." While every other media sales rep advised they were "just not reaching the right people."

Before you spend another dime attempting to attract customers to your business, consider---the message. Is the message in your ad...commercial...billboard...or whatever of any interest to your most likely customers? Does it offer anything of real value? Does it communicate what you can do for them? Is there anything in your message that might cause me to consider doing business with you? Or are you just one of the many "friendly"..."courteous"..."bigger selection" and "whatever your (fill in the blank) needs" businesses that offer nothing of any real consequence?

Don't get me wrong. Your choice of media is a very important decision. But no advertising media can possibly work if your message is missing the mark. It is important to reach the right people...but you must also make certain you reach them with a message that makes a difference.

What about your message? Is it making a difference? Or are you just wasting money on insignificant drivel? If you're not sure, give me a call or send me an email at Marketing Firepower. I'll be happy to listen and offer some thoughts about how to make your message relevant.

Van is vice president of Marketing Firepower with decades of experience in helping small business succeed through the effective use of advertising.

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Tags: marketing, advertising, media, message