Let’s not beat around the bush. 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. The primary reason is that most small business owners-and even many advertising executives who help them create their ads-fail to understand the distinct 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. That’s why-particularly if you model your advertising after theirs-you’ve been failing to get the results you want.

But guess what? If you can stop doing this for your business, and start answering your customer’s number one question, then your small business advertising will be much more effective. And by changing the message you deliver and how you deliver it to your potential customers, you’ll be able to “steal” your competitor’s customers away! They probably won’t even be able to identify why their customers are suddenly switching to you, because the difference in your advertising can be very subtle, but also extremely effective.

As identified, the key to successful small business advertising is that you have to tell customers what is in it for them. Basically your message should tell them why they should purchase your product or service rather than another businesses advertising. Many small business owners think they answer this question in their advertising, because they tell customers that their service is the “best” or the “cheapest” or the “fastest” but often that just comes off as bragging and being self-centered.

To be honest, they don’t want to hear it. You may be great, but they don’t what to know why you think so. Remember, “WIIFM” if they do business with your company.

So make a subtle change to your advertisement to where it explains the customer’s “We’re the cheapest!” is something you shouldn’t say in your advertisement. “You save big money!” would be something to better answer the customer’s single question. When it comes to the person reading or listening to the advertisement, they’d recognize that your businesses focus is towards 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.” Easy to understand messages that speak directly to the customer about how your product or service is what they want is the goal. Put something along the line of, “Your dreams will become reality with xyz.” “xyz” being what you’re selling.

With a little practice of constantly checking up on your small business advertising and making any necessary adjustments, you’ll begin to see a change in customer relations.. You’ll start to notice an increase in business as you make these adjustments. Clients probably wont take too much notice to the little differences while on the way to your store, but you’ll know that it’s cause you’ve focused on them, and not bragged of yourself.