About seven years ago, a friend on a Livejournal site said something to me that still sticks, still makes sense and always will, regarding advertising a business:

“Paula, you don’t fish with worms because YOU like worms, you fish with worms because FISH like worms.”

This makes a lot of sense, especially when you’re writing a radio script or television video and script. Some advertising options have this philosophy intrinsically built into their products. For instance, classified magazines like the Auto Trader. No one buys the Auto Trader to read the funnies or editorials. If you’re buying the mag, you’re looking for a car. If you’re advertising in it, well.. you have a car to sell. Simple math, right?

Other forms of media require a little bit more plan. No matter how FANTASTIC your creative is in other media, if it doesn’t get the point across to the person buying your product, it’s useless. Therefore, always keep this in your head when you’re advertising your business: WHO is BUYING your STUFF?

It’s not always easy to put yourself in the head of your consumer. You think it is… you judge it’s very easy. If it didn’t seem so easy, then ad executives, ad agencies, and consultants would not be consistently ignored by advertisers. Sometimes we’re our own worst enemy, it’s true.

What’s a bummer is how SIMPLE it is to fish with worms. If you sell products to women, well… don’t buy alternative rock radio. If you sell hunting gear, maybe Oprah isn’t where you belong. It seems obvious, but it isn’t always so clean. What if you sell water softeners? Who makes that decision?

Here’s four basic rules for fishing with worms:

1. Don’t ask someone who isn’t your consumer what they consider of the ad. For instance, if you sell homeowner’s insurance and your executive assistant just rented her first apartment, don’t ask her. I know she’s desirable smart! I know she’s savvy and insightful and very nice. She’s probably extremely skilled in many things. Her notion DOES NOT MATTER. Yes, yes – the truth IS harsh.
2. KNOW who is buying your product. If you think you know based on your own experience, Smart. But is it a ruin of time to catch out who your COMPETITORS are selling your product to? Who a mirror business in another state is selling your product to? Who you’re missing out on by not showcasing the features and benefits of your product that aren’t important to YOU but may be the clincher to the buyer? Do the research – you may think water softener decision makers are married women – and you may be evil – it might be single men!
3. Every time you advertise your business, no matter what the medium, ask yourself: am I saying the thing that is the most important to ME, or the most important to the reader, viewer, surfer, listener?
4. Do NOT buy what you like. You’re going to want to buy what you like, and if you don’t judge “Fish with Worms” every time you survey at an option for advertising your business, you WILL get stuck. Before you know it, your meals delivery ad – for people who aren’t keen in eating out, of course – ends up on a place mat in a local restaurant. Huh? It happens! Don’t. Get. Stuck.