When it comes to marketing your local service company, it’s easy to get caught up in talking about your company and what you do. But the truth is, your customers don’t really care about that. What they care about is the solutions you provide and how you will solve their problems.
Take, for example, the two examples of marketing copy above. The first one talks about how the company is revolutionizing the way cat owners clean up after their pets, and how their scoop is the result of years of research and development. While this might be impressive to the maker and manufacturer, it doesn’t really speak to the needs of the customer.
On the other hand, the second example of marketing copy is much more effective. It speaks directly to the customer’s pain point – spending too much time scooping litter (the joke being their cat views them as a personal butler), and offers a solution (using the company’s product). This is the type of customer-centric marketing that local service companies should strive for.
So why is customer-centric marketing so important? For one, it helps you stand out from the competition. If you’re the only company in your industry that is speaking directly to the needs of your customers, you’ll naturally attract more business.
Customer-centric marketing also builds trust with your customers. When you show that you understand their problems and have a solution that can help them, they’ll be more likely to trust you and want to do business with you.
Finally, customer-centric marketing can lead to more loyal customers. When you consistently provide solutions that meet your customers’ needs, they’ll be more likely to stick around and refer their friends and family to you.
So if you’re a local service company, take a look at your marketing materials and website copy. Are you talking about yourself, or are you talking about the solutions you provide to your customers? By shifting your focus to the needs of your customers, you’ll be able to attract more business, build trust, and create loyal customers.
Know Your Target Audience
Here are 2 examples of the same ad above, one could be a little risqué because it has a cuss word, where the other is a cleaner version of the same message. Knowing your target audience would let you know which marketing message would hit home them. Either way, both are far more effective than a wall of words in the before message.
Also knowing your target audience lets you hit home with a message that targets their pain points directly. For example: Is the life of your customer hectic? Does your customer want to save time? Knowing that, how then can you use the time saving solution in your digital marketing and throughout your website?
Show Sympathy and Understanding to Problems
Instead of going on and on and explaining what you do, show sympathy and provide solutions to the pain points of your target audience. Try incorporating messaging that shows sympathy for your clients’ situation. By doing so, you can effectively connect with them and demonstrate your understanding of their needs.
Example A: Professional Organizing Company
Before: “Our team of experienced, dedicated and passionate professional organizers specialize in organizing spaces, decluttering and simplifying homes, prepping homes for market, staging homes for showings and shoots, packing your smaller items with order to prepare for your move, unpacking your new home with order AND creating ORDER for you & peace of mind… We use the plastic bins, clipboards, charts, and stickers to help us do our jobs to organize your home. Founder and CEO of our team was featured on morning television. Our team tackles any home or space that needs attention.
Contact us.” (That doesn’t hit a pain point or show sympathy.)
Better: “Love your kids, but hate the clutter of toys? Make room for more fun by letting us handle the clutter.”
Example B: House Cleaning Company
Before: “We take pride in our work. Because we’re locally owned, we value our reputation. We cherish your business, so we’ll deliver the quality, detail-oriented results that you deserve. As a full-service cleaning company, we offer a variety of services that are designed to show your home, office, or HOA in its best light. Whether you’re looking for regularly scheduled services, deep cleaning, or complete care for moving in or out, we’re the name to trust for dependable service. If you’re looking for the best of the best for pristine results, call or text or fill out our contact form and we’ll get back to you right away. Established 2005. Contact us today.” (That doesn’t hit a pain point or show sympathy. In fact, it’s all about you. The reader has probably hit the back button and left your website to find someone else.)
Better: “Leave the dirty work to us. Relax and enjoy your sparkling clean home.”
Both Examples: The before version is how most websites read. The after & better message shows that you not only understand their problem, but also that you also empathize with your clients. In addition, focusing on the benefits of your services, (such as the ability to spend more quality time with their children or actually having time to relax), can help to convince potential clients that your services are worth investing in. By demonstrating your understanding of your clients’ pain points and emphasizing the benefits of your services, you can improve your website and connect with potential clients on a deeper level.
Solving Problems Beats Bragging About Your Company
These are just a few examples of ways changing your messaging can have more impact on the reader. It’s important to brainstorm and have strategy sessions to figure out your target audience and the best ways to reach them. Then take time to update your website, marketing materials, and social media with a message that will resonate with your audience.
