I opened an excellent business aviation magazine this morning to an OEM ad touting the company’s “Fifty Years of Passion.” A few pages later I came across another full-page ad explaining, “Excellence Defines Our Company. Passion Makes It Fly.” Yawn. The ads are boring and probably ineffective because they lack a clear and compelling value proposition. Passion is not a value proposition. It’s great that anyone is passionate about their own products and services, but do any of us really care? I’m a lot more interested in specific outcomes and benefits. How will I benefit from using your product or service? Will it help me win new customers or improve profits? If so, I may want to know more, but only if you can grab my attention and show how you are really different and better.

How many times have you seen the same messages about Innovative Solutions or Commitment to Quality? It’s the ad copy equivalent of yadda, yadda, yadda. These one-size-fits-all statements lack specificity and credibility and fail to make the value proposition come alive. They are so generic they could apply to virtually anyone. Before you spend $10,000 or more to place an ad, consider these questions. Is it specific and credible in its claims or promises? Does it clearly appeal to the key factors that drive your customer’s decision making? Does it make a compelling case for why a customer should do business with you and not your competition? Will it capture the hearts and minds of your audience? If you can’t honestly answer yes to these four simple questions, your ad is not ready for prime time. Save your $10K, go back to the drawing board and make some marketing magic.