It’s summer time. Slow for some businesses, hectic for others. If you fall into the slow category, take the time to evaluate your marketing pieces.
Open up the Yellow Pages to your own ad and cover up your logo. Now read your ad out loud. Repeat this process with your competitors ads. Other than the logo or the name of the company, is there much difference in what all these different ads are saying?
This ad is probably the same as every other yellow page ad for movers in Milwaukee
“We accept Visa and Mastercard”, “We are #1 for service” and "Family owned since 1935" don’t differentiate your business from your competitors. Whether it’s the phone book, a billboard, or a radio ad you need to differentiate your business from your competition.
Don’t tell people things that would cause them to say “Well I would hope so!” Tell them something that will set you apart and prompt them to take action. Hit your customer’s hot buttons in your marketing pieces and you will outperform the business with the pretty ads every time.
Not sure what a hot button is? More on that in the next post.
Sean Stefan is a marketing consultant with LRS Consulting Inc. and is a regular contributor to the Regina Business Blog. Send your comments to sean@lrsconsulting.ca.
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