We recently had a client who was concerned about a big chain moving into town and the effect it would have on their business. Mom and Pop shops can’t compete with big corporate stores on price, but there are two critical aspects that can keep your clients coming back. Customer service and a perceived benefit they get from your product that they can’t find anywhere else. Obviously only you and your salespeople can affect the level of service you give to your customer, but how do you give them the perception that you’re better?
It’s all in the way you say it.
It’s not easy to walk that line between telling and bragging, but if you do it right you’ll have clients beating down your door. Get it into their heads that your product is the only one that will satisfy their need and it won’t matter that you’re selling exactly the same thing everyone else is. That’s what advertising is all about and what most people fail to recognize. Flip to any station and you’ll hear the same generic copy. “(Insert company name) has the best ribs in town, come try them today.” All I hear when that’s on is “I’m an unoriginal copywriter who really doesn’t want to be doing this.” Not everyone is built to write copy. That’s okay. We’re not fit to be a circus clowns. You don’t see us crying about it!
What we told this client was that we know it’s not easy to give up some control when it comes to marketing. You want your business perceived as you see it and not how an agency sees it. It’s why we work hand-in-hand with you the whole way through the process. Our goal isn’t just to knock out another commercial. It’s about making you look good and having you understand why you’ll only want to get your commercials produced with Push Button.