1. Who are you? Think of the ideal professional and the values that person possesses, similar to the Boy Scout motto if you will; trustworthy, loyal, helpful, friendly, courteous etc. Now combine that ideal image with your personal character and special traits that make you, ‘you’. Add to that list of attributes the value integrity, and simply be the person you want to be, tell your customer who you are, and don’t tell them you are somebody you are not. Otherwise they’ll be disappointed with you somewhere down the line and will probably seek out another professional.
2. What do they want? Go a step further than knowing who your target audience is and understand what they want. You must first understand what it is they want before you can give it to them. Be specific in your details. The more you know about your customers, the better you’ll serve them. The better you can serve them, the more customers you’ll have lined up for you.
3. What makes you different? This is your Unique Selling Proposition or USP. What makes you different than all of your competition? What do you have to offer that nobody else does? Maybe you offer your services in a different way. Make sure your USP coincides with ‘what they want’. Find what it is that makes you special and turn it into a tagline. Include it in all of your advertising.
4. Promise warm fuzzies! Make a guarantee that their worst fears won’t happen and their wildest dreams will come true! Not exactly like that, but you get the idea. You’ve been a customer, on the other side of the equation, shopping for the very product that you are now trying to market. What were your fears when you were trying to make buying decisions? What things did you want to happen no matter what? Make a list of your customer’s most common desires and fears and create a guarantee that puts their minds to rest.
Take our design & print business for example. Our guarantee states, “Excellent customer service. Quick turn around time. Quality printing. Competitive pricing. No one will serve you better. We guarantee it!”
Customers always buy from people they are comfortable with.
Creating effective designs
Take the ideas above and implement them into your advertising on your business cards, postcards, flyers etc. Try several designs and let your friends choose which one you should use. Know exactly what your customers want and show it to them in your designs. Tell them what makes you unique by using creative taglines. Guarantee your services in your designs as well. When these points come together in your advertising, you are sure to see the results in your sales. We wish you success in your business.
Presented by:
Bizprint Solutions © 2007, All Rights Reserved
