Put your hand over the logo on your last advertisement.
Could it belong to another business in your industry?
If the answer is yes, you may have an opportunity to make your marketing work harder.
Last month, I wrote about community involvement and its role in building familiarity and trust. People need to know who you are.
But once they recognize your name, does your marketing help them understand why they should choose you?
Start With What Matters to Your Customer
Business owners know their products and services inside and out. Our customers may have a different set of questions.
Will you return my call? Can you help me choose? Will I understand the estimate? What happens if something goes wrong?
Those questions deserve a place in your marketing.
A contractor might focus on craftsmanship, but a homeowner may also want to know what to expect while work takes place in their home. A retailer might promote new inventory, while a customer wants help finding a gift that feels personal.
The product or service matters. So does the experience of buying it.
Make Your Promises Specific
“Quality products.”
“Great customer service.”
“Experienced professionals.”
Most businesses would say the same things. What does great service look like at yours?
Do you explain the options? Provide a written estimate? Keep customers informed when a schedule changes?
Tell people.
You don’t need to offer something no other business has ever offered. You need to clearly explain what customers can expect and make sure your team delivers.
Listen to the People Who Already Choose You
Read your reviews. Look at the thank you emails. Ask your staff what customers mention most often.
You may think people choose you because of your selection. They may tell you it’s because someone explained the options without making them feel rushed.
Ask a few customers: “What made you decide to work with us?”
Their answers can help you write an ad, improve your website or identify a strength you haven’t talked about enough.
Show People What You Mean
A photograph of completed work gives people something to evaluate. A customer story helps them picture their own experience.
Answer practical questions, too. What happens during the first appointment? How far ahead should they book? Can they start with a smaller project?
Useful information helps people feel ready to act.
Give Each Ad a Job
There is a temptation to put everything into an advertisement. Every service. Every credential. Every reason someone might need you.
When everything competes for attention, the most useful message can get lost.
Decide what you want the ad to accomplish. Promote one service. Answer one question. Give someone a reason to visit.
Then make the next step clear.
“Call to schedule a showroom visit” gives customers more direction than “Contact us.”
If your ad promotes a particular service, link to a page where people can easily find it. Don’t make an interested customer start the search over.
Take a Fresh Look
Review one ad and the page it sends people to. Can a new customer understand what you offer, why it matters and what to do next?
Ask someone outside your business to look. What feels obvious to you may be missing from the message.
Start with one vague claim. Replace it with a specific promise you can keep. Add an example and a clear next step.
Community involvement helps people get to know your business. Your marketing should help them understand what it will be like to become your customer.
Give them a reason to choose you. Then give them an experience that reinforces that choice.
Amy Yaley is the COO of Ward Media and the co-owner of Northwest Swag Works. She can be reached at amy@ward.media.
