Guess what? No one cares.
This is going to sound a little harsh Mr. or Mrs. Small Business Owner, but I hope it will help you craft a better advertising message.
No one cares that you have outstanding service.
No one cares that you have the best price.
Every business owner claims to provide these things for their customer, and they have become meaningless to consumers.
I challenge you to play a little game of "So what…I don’t care” to find your real competitive advantage.
“I own a dog washing business. We have outstanding service.”
“Uh…I don’t care.”
“What? But, its your precious doggie that you love like a child! You don’t care?”
“Nuh uh”
“But, when your dog shows up to get groomed, we offer it a biscuit, we spend time playing with the dog to earn its trust, and we are gentle with every pet.”
“Oh…that I can care about.”
“And we only charge $19.99!”
“Wow, that’s awesome Mrs. Small Business Owner.”
In conclusion – if you’re crafting a message, which has more impact?
- We have outstanding service and great prices.
- We pamper your pet, earn your pet’s trust, and treat each pet with love. (All for $19.99)
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2 comments:
I agree completely but why do I think you are the only one that could say this to a client and get away with it? The other one that the client really doesn’t want to hear about not using is …”serving the community since 19… or for the past…years” That is really a small market who cares unless it is 50 years or more and means something. dk
Serving you since 1976....that will be my next blog!
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