Posted by Walter Koschnitzke on his blog Branding
Last week I met with the owner of a small athletic club in Oklahoma. Both he and his wife work full time at other jobs to support his 9-year old business. He has spent more money in advertising but had his worst year ever.
When I asked why he continued to run the business he began to tell me about his passion for helping people get in shape. As he talked he became animated, his eyes lit up and his voice rose. Then I asked if he'd ever put those words in his ads. The deer in the headlights look told me all I needed to know.
Why are you in business? What are your non-negotiable standards? What do your potential customers need to know about your passion that they don't? Perhaps we can find the answers together and improve the return on your advertising investment.