Are you tired of seeing marketing messages and websites that are all about the company and not about you, the customer? Do you cringe when you read lengthy descriptions of a company’s history, facilities, and equipment, but can’t find any information on how their product or service will benefit you?
As a local service company, you need to understand that people don’t care about what your company does, they care about the solutions you provide and how you will solve their problems. Your marketing messages need to reflect this reality if you want to connect with potential customers and win their business.
Let’s take a look at two examples of marketing messages and see what they teach us about good and bad marketing practices.
Before: What NOT To Do
The first example is a bug spray company that touts its long history, its team of professionals, and the features of its product, such as the materials used in the can and the ergonomic spray head. While this information might be interesting to the company, it doesn’t address the main concern of the target audience, which is killing bugs fast.
After: Gets Straight to the Point
In contrast, the second example is a simple message that speaks directly to the customer’s need. It doesn’t waste any time on irrelevant details or self-congratulatory statements. It gets straight to the point and offers a solution to a problem that people are likely to encounter.
Offer Solutions to Problems
So, what can we learn from these examples?
Firstly, people don’t care about your company’s history or facilities unless they can see how it benefits them. Instead, focus on the solutions you provide and how they solve your customers’ problems.
Secondly, keep your messaging simple and direct. Avoid using technical jargon or long-winded descriptions that might confuse or bore your audience.
Finally, use language that speaks directly to your audience’s needs and concerns. Don’t assume that they already know what you’re talking about or that they share your enthusiasm for your product or service.
Action Item: Audit your website and marketing materials. Read over your home page and service pages. Is it all about you and your company/brand? If so, think of ways to rewrite the words so that they connect with your target audience. Focus on problems of the customer and solutions for the customer (solutions-focused messaging.) Remember, people visit your website for answers and solutions. Take time to strategize and develop a marketing message that will connect with your target audience.
If you want to succeed as a local service company AND have a true competitive advantage, you need to understand your target audience’s needs and speak directly to those needs in your marketing messages. Don’t waste time on irrelevant information or self-congratulatory statements. Instead, offer solutions to your customers’ problems and make it clear how your product or service can benefit them.
Drive your business forward with an online presense that gains you customers.
