You are working really hard, to the point where you often feel overwhelmed.

You have a business. You have staff.

You are not sure how you are going to pay your staff and your bills.

You have clients who owe you money.

It’s a vicious circle trying to work out who to pay first.

You’re stressed about money. You’re struggling in your business.

You have a home. You may also have a husband or partner. You may also have children, grandchildren and parents to care for. You have friends.

You have a life … or you used to. Maybe you sometimes wonder where it went.

You often feel overwhelmed and frustrated. You often try desperately to think of ways to grow your business and find new clients.

Then the sales rep from the local newspaper or radio station comes to see you. He’s brought you the latest advertising hot offer. He manages to convince you that advertising with him through his new hot offer is the answer to finding new clients and bringing lots of money into your business.

You believe him, perhaps because you’re not sure what else to do. And you reluctantly spend money you really don’t have to advertise. Sadly the response you get doesn’t even make enough money to cover the cost of the advertisement. Your worst fears have just come true!

Now you are even more overwhelmed and frustrated. You have even less money to pay your staff and your bills.

Sound familiar?

Have you ever wondered why this happens? Well, I can tell you that it’s not because the sales rep ripped you off. Although I can understand that it would seem like that’s the case. And it’s not because they put your ad on the wrong page, or the wrong day. Or played it at the wrong time.

It’s because your ad failed to spark the emotions of your ideal client. Pure and simple. For your marketing and advertising to be successful, to make you money, it absolutely must spark your ideal client’s emotions. That’s the only way it will make your business money. Period.

You have to pull their heart strings. You need to speak about what’s important to them. And above all you must use their words to do so.