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Your advertising often provides the first exposure your audience has to your community. In fact, it’s probably the only exposure they have before actually calling for information or making an appointment.

For these people to think it might be a good idea to consider your community over another, they first need to be interested in who you are and why they should care. So your communication with them – your advertising – will work best when it’s presented in a truly interesting way that will stick with your audience.

How do you do that? Although it’s tempting to believe others are as interested in us as we are, the best way to get someone truly interested in you is to show you’re sincerely interested in them, and what’s important to them.

People respond most positively to advertising that approaches them in a sincere, genuine fashion. Advertising that uses the same kind of language they do with their friends. Advertising that shows you understand them and are interested in them by talking about them and their concerns, their hopes, their needs – not just about yourself.

Look at your advertising as if it were a real person representing you out there in the community. You’d probably want that person to be smart, truthful, friendly, approachable – maybe even funny. You’d want them delivering the message that shows you understand what is important to your audience, and suggests you can help them achieve whatever it is they want to achieve. And maybe – just maybe – it leaves them with something to smile about.

So if you want people to remember your community, make sure your community is interesting to them by creating advertising that shows you’re interested in them. For example, here are a couple ads that present a message in a truly interesting way:

• “City You’ve Grown to Love” Ad  

• “Countless Ways to Express Yourself” Ad

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