"Why Should I Do Business With You?"

I am constantly amazed by the number of business people who haven't taken the time to answer the simple question, "Why should I do business with you?" How you can go about trying to do business and not have a clear reason for potential customers to use your service or buy your product is a mystery to me.

You may be just one of fifty roofers or dentists or carpet cleaners in a given area. So what reason can you give me for doing business with you in particular? Those of you who know me will be smiling right about now, because you know I tell you that this is the seed of your advertising program.

Let's say you are an auto mechanic. What sets you apart from the auto mechanic down the street, or who has the next biggest ad or the listing ahead of yours? Is there anything you can tell me to convince me to give you the call or the visit to repair my car? Or are you just the same as the next guy? Are you going to leave it to the "luck of the draw" as to whether you get my business or not? What can you tell me that is honest, true and unique about your repair shop?

In the marketing/advertising world, this is called your USP, Unique Selling Proposition. If your ad is only full of bullet points of information (just like the other guys), you are missing the point of effectively advertising. Most repair shops are going to change oil, do brake jobs, tune-ups, engine diagnostics, tire sales, etc. Those are good to list, especially if you do things like wheel alignments, which is something not all shops are equipped to do. But if you want my business, tell me something more that helps me decide to give you my business. (If I need an alignment, then mentioning it is part of what I am talking about, but there is more.) The same principle applies, regardless of the type of business you have.

Make sure you promote your brand, including your logo and slogan. But if you have anything that makes you distinctive, make sure you trumpet it in your advertising. Whether it is lifetime warranties, 24 hour emergency service, mobile service, certifications of some kind, additional services you provide, greater longevity, more inventory, larger service area, more choices -- there should be something that will be attractive to the customers you want.

So examine your ads. Whether it is a commercial, flyer, PPC ad, display ad, billboard, or whatever, make sure you tell your potential customers why, out of all the other people who could do for them what you do, they should give their business to you. That is one important, often neglected, element in assuring you get maximum response to your advertising investment.