“Why should someone pick your business over all other options, competitors, variations, etc.?” Have you ever thought about this question? In my experience, it’s one that 99% of businesses cannot answer.
A few years ago I met with a prospect who owned a plumbing company to discuss ideas for their proposed ad campaign. When I asked the owner why someone would call them rather than a more well known brand, he replied, “Well, we’re plumbing experts. We fix leaks and unblock drains.”
Much to my surprise, just like in a famous old cartoon, an evil little critter appeared on my shoulder, rolled his eyes and screamed, “Well, duh!” I broke into a cold sweat, praying I had not said something so rude out loud. I soon realized everything was fine when the client continued, “Is that what you mean?” I casually smacked the evil critter off my shoulder and went about helping the prospect find some more unique ways to differentiate his business.
Here’s a quick test to perform on your current marketing. If an average person looked at what you have to offer and would think, “Well, duh!” because that’s what everyone in your industry provides, then you need to seriously consider changing your message.
Need some help? Ask your existing clients or customers why they do business with you. I’m amazed at how few businesses have made the effort to discuss something so important with the people who are most important to their survival. In most cases, it will become clear what represents the salutary aspects of your business. Making this one small effort will position you as a caring service/product provider, boost the effectiveness of your marketing, and positively impact your bottom line.
Categories: Sales, Success.
