As you define and position your advertising message, be careful not to over-promise. Promising a level of service you can’t deliver, or a convenient location that isn’t, or low prices when yours aren’t really all that low, can be a deadly mistake. Be honest with yourself about what is really unique and desirable about your store or business, and then be honest when you start making claims about it.
On the other hand, don’t panic because you can’t deliver the very best of everything. Maybe your prices really aren’t any cheaper than those of your competition, but your business is located so conveniently, or has such a great ambience and personality, or carries such a unique inventory, that you’re confident people only have to try you once in order to become loyal, happy regulars. If that’s the case, then when you’re designing your ads, don’t make up false benefits based on price — position your message to exploit your strengths, namely that perfect location with all that free parking and all the friendly, cheerful faces waiting inside.
Remember: One good promise on which you can truly deliver is better than trying to be all things to all people.
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