Imagine your business exists on a street with several other businesses that all have the same exact facade. Now imagine all of those other businesses provide the same products, programs and services as your company.
As your ideal customers start to walk down this street they will have to make a decision about which one of these businesses is most likely to solve their specific problem although on the surface they all look exactly alike.
As a business owner, it is your responsibility to make the decision to patronize your company an easy yes. You do this by communicating with them through your marketing messages.
The way you do this is by providing a clear distinction between your company and the rest of the companies who provide similar solutions.
As these potential customers continue walking down the street they may pause and briefly skim the words written on the poster carefully placed on your window, giving you just a fraction of a moment to capture their attention and convince them to walk in your door.
What will you say?
In this brief encounter, you need to convey to your ideal client that not only can they trust you to solve their problem (need, want or desire) but that you can solve it better than anyone else.
The words you use to communicate your message should highlight why your company should be the first choice for the immediate resolution of their specific need. Your messaging should communicate your Stand Out & Sell Factor. This is that special thing you do that separates you from the rest of the pack.
Here is how you develop your SOSF:
- Lead with the benefits– In order to capture the attention of a prospect, you need to quickly communicate to them what relief from their problem (or fulfillment of their desire) looks like. This, of course, means you have to fully understand the problem they are facing, how it is affecting them and what will happen if they don’t resolve it soon.
- Describe your guarantee– What assurances can you provide your clients that will make it easy for them to say yes to your offer? Is your company certified? Do you provide refunds? Do you have proof that you are qualified to solve this particular problem?
Here is a simple example:
Let’s say on this street full of storefront’s every business including yours was a travel agency.
As potential customers are walking past each location they are looking for something, anything that will help them to decide which agency to patronize.
Your window could have a poster that says:
Travel Agency. 20 years of experience. Friendly staff. Great rates. Come in to inquire.
or…. it could say:
Were mohawks, fanny packs and shoulder pads still popular the last time you took a vacation? Are you on the verge of burnout? What would it mean for you if in just a few short months you were relaxing poolside with a cool refreshing drink in your hand? Come in and learn how last year we helped 362 busy professionals just like you escape the cube farm and revive their inner rock stars.
Can you feel the difference between the two messages? Your role as the marketer of your business is to thoroughly know your ideal clients and to use that knowledge to communicate with them in a way that resonates with exactly where they are today.