A Fire In His Eye


Over the years I’ve met with hundreds of small business owners.  The meetings that stand out are the ones where the passion in the owner’s heart lights up his or her eyes.  These are the people I love to help.  I once met with the owner of a small athletic club.  Both he and his wife had day jobs to support their 9-year old business.  Although he had spent more money in advertising it had been his worst year ever.

When I asked why he continued to run the business he began to tell me about his passion for helping people get in shape and doing everything in his power to help them succeed. As he talked he became animated, his eyes lit up and his voice rose. Then I asked if he’d ever put those words in his ads. The deer in the headlights look told me all I needed to know.   His ads were typical blah blah meaninglessness.  By refocusing his message to capture his passion his advertising improved overnight.

Why are you in business? Are you hiding your passion from potential customers? Remember your passion is the one thing your competitors can’t copy.

About wizardwalter

After more than 35-years refining the craft of ad writing I know a bad ad when I see or hear one. The majority of my time is split between consulting a select group of small businesses and creating effective ad campaigns for others. I look at the world first as a consumer, then as a marketer. Rather than bringing pre-conceived notions and snap answers to my clients, I bring a lifetime of experience based on trial and error as well as 20 years of successful sales management experience to the table. I have been an adjunct professor at the University of Wisconsin, has taught at the Wizard of Ads® Academy and speak to groups of business owners on ways to improve their advertising any chance I get. I look for business owners who have a burning desire to grow and a passion to make it happen. Then I help bring out their best. When I’m not working with clients, I’m usually researching, writing, recording commercials and viewing the world in a tree house down the road from Lake Michigan. I travel light and have easy access to Milwaukee Mitchell and Chicago O’Hare. If you’d be interested in discussing your situation let’s talk.
This entry was posted in Advertising, Copywriting and tagged . Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s