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<\/a>You\u2019re paying for your advertisement to be seen \/ heard \/ read \/ viewed by 40,000 people. And the cost of reaching that many people is sooooo high, that you\u2019re going to add copy points, then add more copy points, and then add even more in order to make sure you say something which will appeal to all of them. <\/p>\nThat would be a mistake. <\/p>\n I do understand that you\u2019re trying to make the biggest impact with those dollars, but it\u2019s still the wrong thing to do. There is nothing you can say that will appeal to 40,000 out of 40,000 people. <\/p>\n Consider this: if you were able to successfully persuade one half of one percent of those people to come do business with you, you\u2019d come away from this advertising schedule with 200 new customers. If you\u2019re like most businesses, you couldn\u2019t possibly handle 200 new customers \u2013 at least, not all at once. <\/p>\n Would you agree that under most circumstances for most businesses, 25 new customers from one advertising schedule would be a phenomenal success? Then stop trying to talk to the other 39,975, and tell those 25 exactly what you can do for them. <\/p>\n Odd, isn\u2019t it? The more you narrow your focus, the stronger your message becomes. <\/p>\n Don\u2019t be afraid to specialize. Don\u2019t be afraid to get very specific in your advertising.<\/p>\n
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