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I Don't Want to be Different


To succeed in today's crowded marketplace where most of the products and advertising look exactly the same, a small business owner must stand out, shouting above the din with a message so clear and compelling that prospects stop and take notice. It's a matter of business survival. Unfortunately, most entrepreneurs quickly retreat to the supposed security of sameness, soon to be lost in a sea of anonymity and a tidal wave of frustration. In effect, albeit at a subconscious level, they are saying , "I don't want to be different".

In back room offices and store fronts everywhere, salespeople are telling business owners they should do this or that kind of ad because it worked so great for their competitor. The owners nod and sign on. It's already proven to be a winner, right? WRONG! Change the name, background color and a font style and you've got sameness. Put those ads in the yellow pages, a coupon magazine or a TV commercial cluster and you've got advertising death. Want proof? Get the latest statistics on small business failures.

To make your advertising work, follow the principle if your competition is doing it, don't. Go where they aren't and win the battle without a fight. Resist the urge to get a listing in the phone book because that's where everyone else is. A coupon direct mailer that features 6 or 7 of your competitors is a poor choice too. Look for new opportunities in direct mail and email campaigns. Look at direct response ideas. In short, try to find the biggest number of clients you can find in one spot. Fish in a barrel, not the ocean.

When you've chosen different channels to attract your customers, make sure you overcome the "so-what" factor in your copywriting. An ad for a heating and air conditioning company that says it has certified technicians that will fix your problem quickly is a so-what line. No one is looking for uncertified slackers that will get around to the problem whenever. A moving company that mentions superior insurance coverage makes you think they'll probably break something. Be creative and write copy that will compel prospects to take action.

Consumers are bombarded by thousands of ad messages every day. There is so much overload they tune everything out. To get their attention, look within your business and find all that you do differently and decide which of those elements your customers most want. Decide how to word it best. and where to position it. Decide you really do want to be different. You have to. Your business depends on it.

Brian Grinonneau is the general manager of McMann and Tate advertising, an agency that works with small business owners helping them stand out from the crowd.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sun. June / 13 / 2021

Are advertisers coming for your dreams? - Science Magazine
Are advertisers coming for your dreams?  Science Magazine

1 Advertising Stock With Huge Upside Potential - The Motley Fool
1 Advertising Stock With Huge Upside Potential  The Motley Fool

Where Google’s Advertising Chief Searches for Insight - The Wall Street Journal
Where Google’s Advertising Chief Searches for Insight  The Wall Street Journal

Facebook and Its Advertisers Feel Pinch of Apple’s Privacy Drive - The Wall Street Journal
Facebook and Its Advertisers Feel Pinch of Apple’s Privacy Drive  The Wall Street Journal

Amazon advertising rates soar in pandemic-fueled surge - theday.com
Amazon advertising rates soar in pandemic-fueled surge  theday.com

TikTok Charges Up to $2 Million a Day for Top Advertising Spots - Bloomberg
TikTok Charges Up to $2 Million a Day for Top Advertising Spots  Bloomberg

Advertising Could Be Amazon's Biggest Source of Profits in 2021 - The Motley Fool
Advertising Could Be Amazon's Biggest Source of Profits in 2021  The Motley Fool

UK Advertising Census Reveals Industry Views on Equality - Adweek
UK Advertising Census Reveals Industry Views on Equality  Adweek

Google promises to solve advertising privacy probe with UK watchdog - Texasnewstoday.com
Google promises to solve advertising privacy probe with UK watchdog  Texasnewstoday.com

Coca-Cola Sued for False Advertising Over Sustainability Claims - Earth Island Journal
Coca-Cola Sued for False Advertising Over Sustainability Claims  Earth Island Journal

French Open - 'Dangerous!' - Barbora Krejcikova runs into advertising board, narrowly avoids a nasty injury - Eurosport COM
French Open - 'Dangerous!' - Barbora Krejcikova runs into advertising board, narrowly avoids a nasty injury  Eurosport COM

British Broadcasters Adopt NBC Universal’s Unified Advertising Metric CFlight - Adweek
British Broadcasters Adopt NBC Universal’s Unified Advertising Metric CFlight  Adweek

Are all those A-frame advertising signs on city sidewalks legal? - Toronto Star
Are all those A-frame advertising signs on city sidewalks legal?  Toronto Star

Facebook Advertising Boss Carolyn Everson Leaving the Social-Media Company - The Wall Street Journal
Facebook Advertising Boss Carolyn Everson Leaving the Social-Media Company  The Wall Street Journal

Town Of North Hempstead Combats Illegal Advertising Signs In Public Places And Increases Fines For Violators - Patch.com
Town Of North Hempstead Combats Illegal Advertising Signs In Public Places And Increases Fines For Violators  Patch.com

Google's New Advertising Racket - International Policy Digest
Google's New Advertising Racket  International Policy Digest

France antitrust watchdog fines Google $268M for abusing online advertising dominance - OregonLive
France antitrust watchdog fines Google $268M for abusing online advertising dominance  OregonLive

Veteran Advertising Executive Mike Densmore Joins UTA Marketing as Head of Growth and Innovation - Hollywood Reporter
Veteran Advertising Executive Mike Densmore Joins UTA Marketing as Head of Growth and Innovation  Hollywood Reporter

Instacart Offers $1M in Advertising Credits to Black-Owned Brands - Adweek
Instacart Offers $1M in Advertising Credits to Black-Owned Brands  Adweek

How much do advertising logos on courts, the ice and fields distract you? - Norfolk Daily News
How much do advertising logos on courts, the ice and fields distract you?  Norfolk Daily News

Facebook Advertising Head Carolyn Everson Quits - Variety
Facebook Advertising Head Carolyn Everson Quits  Variety

How Brands Are Advertising Around Uefa Euro 2020 Soccer Tournament - Adweek
How Brands Are Advertising Around Uefa Euro 2020 Soccer Tournament  Adweek

Advertising Industry Analysis, Market Quality & Quantity Analysis | Google, Facebook, Baidu, – The Manomet Current - The Manomet Current
Advertising Industry Analysis, Market Quality & Quantity Analysis | Google, Facebook, Baidu, – The Manomet Current  The Manomet Current

COMMENTARY: In today's bizarro automotive world, dealers advertising to acquire cars - Auto Remarketing
COMMENTARY: In today's bizarro automotive world, dealers advertising to acquire cars  Auto Remarketing

Should Facebook Be Held Liable if Its Advertising Algorithm Discriminates? – Mother Jones - Mother Jones
Should Facebook Be Held Liable if Its Advertising Algorithm Discriminates? – Mother Jones  Mother Jones

YouTube faces more brand-safety backlash from advertisers - Business Insider
YouTube faces more brand-safety backlash from advertisers  Business Insider

Convicted for 'advertising' abortion, German doctors are fighting to share the facts - CNN
Convicted for 'advertising' abortion, German doctors are fighting to share the facts  CNN

Tech companies turn to offline advertising - Sydney Morning Herald
Tech companies turn to offline advertising  Sydney Morning Herald

Dynasty! McIntire Team Wins National Student Advertising Competition – Again - UVA Today
Dynasty! McIntire Team Wins National Student Advertising Competition – Again  UVA Today

Nano Interactive Appoints Advertising Industry Luminary Iain Jacob as Chair - ExchangeWire
Nano Interactive Appoints Advertising Industry Luminary Iain Jacob as Chair  ExchangeWire

Blockgraph Appoints Media and Advertising Veteran Scott Collins as EVP of Client Partnerships and Sales Strategy - GlobeNewswire
Blockgraph Appoints Media and Advertising Veteran Scott Collins as EVP of Client Partnerships and Sales Strategy  GlobeNewswire

Why AI Powered Creative Is The Most Important Change In Advertising Development History - Forbes
Why AI Powered Creative Is The Most Important Change In Advertising Development History  Forbes

Advertising CEO George Sargent on the importance of storytelling, community and inclusion - Boston Business Journal - Boston Business Journal
Advertising CEO George Sargent on the importance of storytelling, community and inclusion - Boston Business Journal  Boston Business Journal

Why Now Is the Right Time to Advertise With Video (If You Aren’t Already) - Search Engine Journal
Why Now Is the Right Time to Advertise With Video (If You Aren’t Already)  Search Engine Journal

Is This Growth Stock the Future of TV Advertising? - Motley Fool
Is This Growth Stock the Future of TV Advertising?  Motley Fool

S4 Capital Increases Revenue Forecast for 2021 as Advertising Demand Grows - Adweek
S4 Capital Increases Revenue Forecast for 2021 as Advertising Demand Grows  Adweek

Advertising Management Platform Market 2021 Top Key Players, Growth and Analysis, Industry Trends, Size, Share with Covid-19 Impact till 2026 – The Manomet Current - The Manomet Current
Advertising Management Platform Market 2021 Top Key Players, Growth and Analysis, Industry Trends, Size, Share with Covid-19 Impact till 2026 – The Manomet Current  The Manomet Current

Google follows Apple's lead and makes it harder for advertisers to track users on Android - CNBC
Google follows Apple's lead and makes it harder for advertisers to track users on Android  CNBC

Social Media Advertising for Service Brands, Part 2: Going Local - Franchising.com
Social Media Advertising for Service Brands, Part 2: Going Local  Franchising.com

How all those political ads affect commercial advertising - Chicago Booth Review
How all those political ads affect commercial advertising  Chicago Booth Review

Lawyer advertising restriction clears Legislature | Legislature | theadvocate.com - The Advocate
Lawyer advertising restriction clears Legislature | Legislature | theadvocate.com  The Advocate

Augmented Reality Advertising Research Shows Consumers Want To See More AR Ads - MarTech Series
Augmented Reality Advertising Research Shows Consumers Want To See More AR Ads  MarTech Series

1 Reason Why Facebook and Alphabet Should Watch out for Amazon - The Motley Fool
1 Reason Why Facebook and Alphabet Should Watch out for Amazon  The Motley Fool

French Open: 'Seriously nasty!' - Awful trip from Lorenzo Musetti on advertising board against Novak Djokovic - Eurosport.com
French Open: 'Seriously nasty!' - Awful trip from Lorenzo Musetti on advertising board against Novak Djokovic  Eurosport.com

Traditional Advertising Agency Services Market Global Outlook and Growth Opportunities 2021-2026 – The Manomet Current - The Manomet Current
Traditional Advertising Agency Services Market Global Outlook and Growth Opportunities 2021-2026 – The Manomet Current  The Manomet Current

Audio Advertising Software Industry Analysis, Market Future Scope including key players AdsWizz, Centro, AI Music – The Manomet Current - The Manomet Current
Audio Advertising Software Industry Analysis, Market Future Scope including key players AdsWizz, Centro, AI Music – The Manomet Current  The Manomet Current

What is your Google advertising ID and why is Google allowing users to hide it? - Android Central
What is your Google advertising ID and why is Google allowing users to hide it?  Android Central

[Webinar] Advertising Litigation Quarterly Highlights - July 14th, 12:30 pm - 1:30 pm ET - JD Supra
[Webinar] Advertising Litigation Quarterly Highlights - July 14th, 12:30 pm - 1:30 pm ET  JD Supra

5 held for advertising black fungus medicine - DTNext
5 held for advertising black fungus medicine  DTNext

The Most Trusted Source of Advertising Spend Data, Standard Media Index Extends Analytics Capabilities with Groundbreaking Pricing Intelligence Suite of Products - Business Wire
The Most Trusted Source of Advertising Spend Data, Standard Media Index Extends Analytics Capabilities with Groundbreaking Pricing Intelligence Suite of Products  Business Wire

Advertising executive Bob Bloom dies at 87 - The Dallas Morning News
Advertising executive Bob Bloom dies at 87  The Dallas Morning News

The Pitch: Advertising and marketing news for 5.25.21 - RichmondBizSense
The Pitch: Advertising and marketing news for 5.25.21  RichmondBizSense

Howard 'Tom' Thompson, 89, Led Darien Senior Men's Association, Active Volunteer, Advertising Executive - darienite.com
Howard 'Tom' Thompson, 89, Led Darien Senior Men's Association, Active Volunteer, Advertising Executive  darienite.com

Ogilvy's Carla Hendra: Power and Privilege in Advertising - Harvard Business Review
Ogilvy's Carla Hendra: Power and Privilege in Advertising  Harvard Business Review

Apple’s Moves to Tighten Flow of User Data Leave Advertisers Anxious - The Wall Street Journal
Apple’s Moves to Tighten Flow of User Data Leave Advertisers Anxious  The Wall Street Journal

How Google's $150 billion advertising business works - CNBC
How Google's $150 billion advertising business works  CNBC

Entravision Communications Corporation Expands Global Digital Footprint Through Acquisition of Leading Digital Marketing & Advertising Company MediaDonuts - Business Wire
Entravision Communications Corporation Expands Global Digital Footprint Through Acquisition of Leading Digital Marketing & Advertising Company MediaDonuts  Business Wire

George Ochenski: It’s time to quit advertising Montana - Montana Standard
George Ochenski: It’s time to quit advertising Montana  Montana Standard

5 Reasons to Put Your Money Into PR vs. Advertising - Business 2 Community
5 Reasons to Put Your Money Into PR vs. Advertising  Business 2 Community

Advertising needs greater diversity, finds industry census - Research Live
Advertising needs greater diversity, finds industry census  Research Live

Amazon Advertising: New Features & Opportunities for Brands - Search Engine Journal
Amazon Advertising: New Features & Opportunities for Brands  Search Engine Journal

Erp Software For Advertising Agencies Market to Eyewitness Huge Growth by 2027 with Covid-19 Impact | Deskera, SoftDoit, Orcale, Fitnet Manager – The Manomet Current - The Manomet Current
Erp Software For Advertising Agencies Market to Eyewitness Huge Growth by 2027 with Covid-19 Impact | Deskera, SoftDoit, Orcale, Fitnet Manager – The Manomet Current  The Manomet Current

Google Advertising Policy Opens Doors To Wider Bitcoin Community - Forbes
Google Advertising Policy Opens Doors To Wider Bitcoin Community  Forbes

See the pitch decks that fast-growing advertising and media startups used to raise millions from top VCs - Business Insider
See the pitch decks that fast-growing advertising and media startups used to raise millions from top VCs  Business Insider

Watch for a Coming Sea Change in Online Advertising - Bloomberg Law
Watch for a Coming Sea Change in Online Advertising  Bloomberg Law

Google Clarifies Its Stance On Post-Cookie Advertising IDs – And It's Not Good For Ad Tech - AdExchanger
Google Clarifies Its Stance On Post-Cookie Advertising IDs – And It's Not Good For Ad Tech  AdExchanger

Cross Platform and Mobile Advertising Market Disclosing Latest Advancement 2021 to 2027 Covid-19 Analysis – The Manomet Current - The Manomet Current
Cross Platform and Mobile Advertising Market Disclosing Latest Advancement 2021 to 2027 Covid-19 Analysis – The Manomet Current  The Manomet Current

Does Radio Advertising Still work? - TechBullion
Does Radio Advertising Still work?  TechBullion

Mozilla Is Resuming Facebook Advertising For The First Time In Years To Educate Users About Data-Driven Targeting - Forbes
Mozilla Is Resuming Facebook Advertising For The First Time In Years To Educate Users About Data-Driven Targeting  Forbes

TikTok is reportedly upping its prices for advertising - Music Ally
TikTok is reportedly upping its prices for advertising  Music Ally

Tobii Pro Launches New Mobile Eye Tracking Solution For Marketing And Advertising Research - AiThority
Tobii Pro Launches New Mobile Eye Tracking Solution For Marketing And Advertising Research  AiThority

What Is The Future Of Facebook Advertising? Facebook is facing a perfect storm of issues that - Forbes
What Is The Future Of Facebook Advertising? Facebook is facing a perfect storm of issues that  Forbes

Azerion and Anzu Partner to Make Blended In-Game Advertising Programmatically - MarTech Series
Azerion and Anzu Partner to Make Blended In-Game Advertising Programmatically  MarTech Series

The digital world is built on advertising. How do we help kids navigate it? - CNN
The digital world is built on advertising. How do we help kids navigate it?  CNN

Bitcoin 'time to buy' ad banned in the UK for being irresponsible - CNBC
Bitcoin 'time to buy' ad banned in the UK for being irresponsible  CNBC

National Advertising Division Finds Certain Claims for Crest Whitening Emulsions Supported; Recommends Discontinuation or Modification of Others - PRNewswire
National Advertising Division Finds Certain Claims for Crest Whitening Emulsions Supported; Recommends Discontinuation or Modification of Others  PRNewswire

Direct-to-Consumer Pharmaceutical Advertising Market Trends, Review, and Forecast by 2031 || HARVARD POLITICAL REVIEW and MDedge – The Manomet Current - The Manomet Current
Direct-to-Consumer Pharmaceutical Advertising Market Trends, Review, and Forecast by 2031 || HARVARD POLITICAL REVIEW and MDedge – The Manomet Current  The Manomet Current

How Microsoft Advertising’s MJ DePalma Is Helping Companies Market With Purpose - Forbes
How Microsoft Advertising’s MJ DePalma Is Helping Companies Market With Purpose  Forbes

Brands Must Reflect on the Moment as They Navigate Post-Pandemic Advertising - Adweek
Brands Must Reflect on the Moment as They Navigate Post-Pandemic Advertising  Adweek

Money Diary: A 37-Year-Old In Advertising On 150k - Refinery29
Money Diary: A 37-Year-Old In Advertising On 150k  Refinery29

Digital Advertising Platform Market Will Hit Big Revenues In Future | Google, Facebook, Microsoft - Big News Network
Digital Advertising Platform Market Will Hit Big Revenues In Future | Google, Facebook, Microsoft  Big News Network

Zimmerman Advertising Hired by Office Depot as a Partner for Strategy and Creative - PRNewswire
Zimmerman Advertising Hired by Office Depot as a Partner for Strategy and Creative  PRNewswire

The End of Ugly Advertising in Prague - Prague Morning
The End of Ugly Advertising in Prague  Prague Morning

Inside Google’s Vision for Privacy-Safe Advertising - Adweek
Inside Google’s Vision for Privacy-Safe Advertising  Adweek

ADVERTISING: Advertorial — Teen vaping: What parents need to know - Coeur d'Alene Press
ADVERTISING: Advertorial — Teen vaping: What parents need to know  Coeur d'Alene Press

Cross-Channel Performance Advertising Platform Market Trends 2021 | Growth by Top Companies: Facebook, Twitter, Google Ads, Marilyn, Adobe, Accenture – The Manomet Current - The Manomet Current
Cross-Channel Performance Advertising Platform Market Trends 2021 | Growth by Top Companies: Facebook, Twitter, Google Ads, Marilyn, Adobe, Accenture – The Manomet Current  The Manomet Current

Amazon's ad revenue is now twice as big as Snap, Twitter, Roku and Pinterest combined - CNBC
Amazon's ad revenue is now twice as big as Snap, Twitter, Roku and Pinterest combined  CNBC

Revenge Living Drives Optimistic Advertising Outlook - MediaVillage
Revenge Living Drives Optimistic Advertising Outlook  MediaVillage

Apple’s App Tracking Transparency Has Advertisers Scrambling, With Concern More Is to Come - Adweek
Apple’s App Tracking Transparency Has Advertisers Scrambling, With Concern More Is to Come  Adweek

HBO Max with Ads promises that on this $10 tier, less advertising is more - CNET
HBO Max with Ads promises that on this $10 tier, less advertising is more  CNET

Magnite and tvScientific Launch Performance CTV Program to - GlobeNewswire
Magnite and tvScientific Launch Performance CTV Program to  GlobeNewswire

Conservative group launches ad campaign against 'woke capitalism,' targeting CEOs by name - CNBC
Conservative group launches ad campaign against 'woke capitalism,' targeting CEOs by name  CNBC

How Google is trying to keep advertisers happy while also improving user privacy - CNBC
How Google is trying to keep advertisers happy while also improving user privacy  CNBC

Facebook Import is now available in Microsoft Advertising - Search Engine Land
Facebook Import is now available in Microsoft Advertising  Search Engine Land

Snap Stock Has Soared. Why It’s Still a Strong Play on Advertising. - Barron's
Snap Stock Has Soared. Why It’s Still a Strong Play on Advertising.  Barron's

Great Storytelling is the Secret to Making Your Advertising Stand Out from the Crowd - Entrepreneur
Great Storytelling is the Secret to Making Your Advertising Stand Out from the Crowd  Entrepreneur

Advertisers, TV Networks Go to Battle Over Streaming Ad Rates - Variety
Advertisers, TV Networks Go to Battle Over Streaming Ad Rates  Variety

ABA Urges FDIC to Modernize Signage, Advertising Requirements | ABA Banking Journal - ABA Banking Journal
ABA Urges FDIC to Modernize Signage, Advertising Requirements | ABA Banking Journal  ABA Banking Journal

The Future of Digital Audio Advertising is a Dialogue - MarTech Series
The Future of Digital Audio Advertising is a Dialogue  MarTech Series

Is Lamar Advertising a Buy? - Motley Fool
Is Lamar Advertising a Buy?  Motley Fool

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