As a business owner, your marketing goal is to get people interested in your products.  The best small business marketing ideas always start with a Unique Selling Point – an “angle” or approach to your marketing message to help people understand the value of your services or products.  Let’s see what we can learn from three separate Ford adverts…

In this example from Ford, they’ve got Alesha Dixon singing a song and essentially saying how much she loves the car.  Sadly the star of the advert is Alesha and the car is relegated to a bit-player.

While this will be attractive to most red-blooded males, it’s all for the wrong reasons.  People will be asking, “Who’s the singer” or, “What’s the song”, instead of the attention being given to the car.

In the next ad, Ford have managed at least to get lots of “Focus” badge shots so you do know what the product is.  The angle of this ad appears to be associating Focus with energy and drama.  Still not selling to any particular needs that a client might have, just creating a beautiful arty short film that they hope might sell cars…

A great pity, because Ford could be using the same expensive ads to tell us all about fuel efficiency and mileage, two very topical subjects at the moment.  In this final ad for the Focus, Ford explain fuel efficiency cleverly.  It’s for the North American market, so 35mpg is good fuel efficiency and a clever angle.  Obviously in the UK market, the ad would need to use a car with 50 mpg or more to be impressed, which they do have.  This is a much better angle.

I wish I knew the actual results from each of these ads, although I’m certain I could predict which sold the most cars…

This then, is the angle of your advert – how do you burrow into the consciousness of your potential customer and make them want to have your products?  What advertising are you doing at the moment, and what’s your angle to keep you in the mind of your customers?

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