Give me real reasons why I should choose your business

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We are locally owned, we're a family business, our work is high quality, we provide friendly service, we're reliable, prompt and honest !​

​How many times have you seen or heard the same old marketing phrases like the ones above over and over again? Unless you consider unreliability, dishonesty, rudeness and sub standard work to be the benchmark, these mundane proclamations are not real points of difference! Part of promoting your business effectively means giving people a compelling reason to choose you over your competitors.

What claim can you make that will set you apart

​After thinking about this for a moment or two, you might discover that there isn't really anything unique about your business. Not to worry, no need to become depressed just yet, your point of difference doesn't have to be something unique. For example, it could be something that you do or offer that provides a better experience for your customers, like same day shipping or live help on your website.

Eliminating obvious claims

​Start thinking about how your customers might react to some of your current advertising claims and statements. If the response is " Well duh!" then you should get rid of that particular phrase or claim.

​For example, if you are a builder claiming to provide "quality workmanship" how do you think potential customers reading that statement might respond ? Oh, sorry, I was really hoping to find a builder that does sub-standard work instead!

Ridiculously obvious statements are just as off-putting, like the plumber that advertises "We fix leaking taps", well of course you do, that's what plumbers do don't they? You're not going to win any brownie points by enumerating a long list of products and services that a customer would already expect you to offer. Doing this tells them nothing about why they should choose your business over a competitor.

Apply the "who else can say that" test

​Look at your website advertising and apply the "who else can say that" test. If very few others can, keep it, otherwise throw it away because everyone else will be saying the same thing. Let's say you're an electrician, and you advertise on your website that you've been in business for 10 years.

​How many other electricians can make the same claim? Does that also mean that electricians claiming to be in business for a longer period of time than you are somehow better?

​​Get rid of the motherhood statements and communicate something that will sway customers in your direction. Talk about something that you're competitors don't do that adds value and you'll find more people will start picking up the phone or clicking on your CONTACT US button.