Copyright 2006 Bob Leduc
http://BobLeduc.com
I recently dialed a wrong telephone number and heard the following recorded message:
“Hi. You’ve reached Mike and Kathy. Who are you and why do we care?”
It was immediately followed by the “beep” signaling my opportunity to leave a message. I obviously dialed the wrong number so I hung up. But then I started thinking about that
abrupt message. That’s exactly what every potential customer thinks when he or she is exposed to any advertising message… “Who is this and why do I care?”
Do You Know The Answer?
How would you answer a prospective customer who asked, “Who are you and why should I care?” If you were the prospect, would that answer increase or decrease the desire to do
business with you?
Prospects may not ask you this question – at least not in words that blunt. But they are asking it, silently and unconsciously, every time they see your ad, visit your
website or listen to your sales presentation. You can increase the effectiveness of all your advertising by automatically answering it for them.
It’s actually a 2 part question so we’ll look at each part separately.
Part 1: “Who Are You…?”
People only buy products and services from companies and individuals they trust. Part of that trust is the assurance that you’re capable of delivering the benefit each customer
expects in return for the money he or she pays you.
The unspoken answer to “Who are you…?” may be as simple as including a statement like, “authorized distributor for (the name of a well-known company) in your ads or promotional material.
For example, small distributors often use the well-known corporate names of the companies they represent to establish credibility. Customers tend to ignore the credentials of a distributor when the products or services they offer are
supported by the resources of a well-known large company.
Tip: Instead of promoting professional credentials or personal achievements, convert them into benefits for your customers. For example, don’t just advertise that you are a
top producer in your business. Instead, advertise that you help so many satisfied customers every month it makes you a leader in your business.
Part 2: “…and why do I care?”
People buy things because they expect to gain something more valuable (to them) than the money they spend to get it. What they expect to gain is a “big benefit”. That’s why they care …if they are the right prospects for your product or service. Fortunately, you control whether or not they’re the right prospects.
How? You do it by targeting your advertising to reach only prospects likely to have a strong need or desire for the benefits you provide. Capturing the attention and interest
of customers is easy when they already need or want the benefits you offer.
Tip: Be sure you are promoting the biggest single benefit you offer to prospects in your market. If you target several different markets, determine the most important benefit for
each and promote it in that market. The big benefit may be different for each market.
You may never be asked, “Who are you and why do I care?” But prospects and customers silently and unconsciously ask it every time they see your ad, visit your website or listen to your sales presentation. Don’t let it cost you a sale. Give them the answer.
Bob Leduc spent 20 years helping businesses like yours find new customers and increase sales. He just released a New Edition of his manual, How To Build Your Small Business Fast With Simple Postcards …and launched *BizTips from Bob*, a newsletter to help small businesses grow and prosper. You’ll find his low-cost marketing methods at: http://BobLeduc.com or call: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV
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