Folks, I need your wisdom on a local business project

15 replies
OK you guys, I need a brain jump start.

I'm helping a local wedding shop market their business online. I have set things up so that I only get paid for results, and not some retainer fee for my labour.

The problem I am facing, is standing out from the other local competition on Google ads and Google's organic business listings.

I'm not sure whether this is a copywriting issue, or a general marketing question. I suspect it's a copywriting issue as there is an element of writing the ad copy and developing an angle.

The obvious answer is... "find out what the client does differently or what their USP is, and use that..."

The problem is, the client really has the same selling points as the competition... really.

They've been established roughly the same amount of time, the offer the same services, the same turnaround times, the same prices (give or take) and the same level of experience (relatively speaking)

What would you do to make their business stand out?

Thanks in advance,

Nick
#business #folks #local #project #wisdom
  • Profile picture of the author Lance K
    How about offering free dry cleaning or wedding dress preservation for their customers?
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    "You can have everything in life you want if you will just help enough other people get what they want."
    ~ Zig Ziglar
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  • Profile picture of the author Rezbi
    I could be wrong, but if you're basing this site on SEO only, you've got tough slog ahead of you. No matter what you do.
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    • Profile picture of the author Nick Brighton
      Originally Posted by Rezbi View Post

      I could be wrong, but if you're basing this site on SEO only, you've got tough slog ahead of you. No matter what you do.
      That's the spirit.

      Originally Posted by Lance K View Post

      How about offering free dry cleaning or wedding dress preservation for their customers?
      Do you mean suggest the client offers additional services that their competitor's dont?

      That's deinfately an option, but it's not that easy to walk into a business and restructure their business "just so you can get them more clients"

      it makes sense on paper, but most traditional businesses aren't that fluid, or even remotely interested.

      It's so easy for them to say "well, forget it then... we'll just rely on word of mouth like we have been for the past few years"
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      • Profile picture of the author Lance K
        Yeah, it seems I over analyzed the nature of your question.

        I'll return to square one.
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        "You can have everything in life you want if you will just help enough other people get what they want."
        ~ Zig Ziglar
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      • Profile picture of the author Rezbi
        Originally Posted by Nick Brighton View Post

        That's the spirit.
        Just telling you what I know, Nick. Or would you rather everyone just tell you everything's going to be alright?
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        • Profile picture of the author Nick Brighton
          Originally Posted by Rezbi View Post

          Just telling you what I know, Nick. Or would you rather everyone just tell you everything's going to be alright?
          You don't know it at all. Your words were "I could be wrong." That says it all.

          Instead of contributing, you prefer to speculate over an issue which has nothing to do with my OP.

          You don't know my strategy, my resources, my skills, my budget... so with all due respect, you're talking ****.

          No offence, but don't patronize me with this unrelated speculative nonsense, or comments like "would you rather everyone just tell you everything's going to be alright..."

          What a ridiculous and patronizing comment. If you haven't got anything constructive to input, then go find someone else to try and impress your negativity on (which is clearly based on your own experiences, not mine)

          Again, not picking a fight, but please give it some thought.
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          • Profile picture of the author Rezbi
            Originally Posted by Nick Brighton View Post

            You don't know it at all. Your words were "I could be wrong." That says it all.

            Instead of contributing, you prefer to speculate over an issue which has nothing to do with my OP.

            You don't know my strategy, my resources, my skills, my budget... so with all due respect, you're talking ****.

            No offence, but don't patronize me with this unrelated speculative nonsense, or comments like "would you rather everyone just tell you everything's going to be alright..."

            What a ridiculous and patronizing comment. If you haven't got anything constructive to input, then go find someone else to try and impress your negativity on (which is clearly based on your own experiences, not mine)

            Again, not picking a fight, but please give it some thought.
            So you actually missed this bit:

            "if you're basing this site on SEO only"

            No worries. Maybe you should have mentioned all your resources if you wanted an answer based on them.

            This is my last post to you here.
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        • Profile picture of the author Alex Cohen
          Nick,

          There's plenty of ways you can differentiate.

          One is the offer. Lance had a good suggestion. And since you are a master of persuasion, you should be able to convince them to do it. :-)

          Or you could encourage the owner to offer something free that a related business would provide. Like a $100 off coupon from a local caterer. The possibilities here are many.

          A second thing you could do is put the spotlight on the owner in your ads. Perhaps he's a character of some sort, or maybe he has an interesting back story.

          Since you're working for a percentage, the owner should definitely take your suggestions seriously. If he doesn't, perhaps it might be best to just move on.

          Alex
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          • Profile picture of the author Nick Brighton
            Originally Posted by Alex Cohen View Post

            Nick,

            There's plenty of ways you can differentiate.

            One is the offer. Lance had a good suggestion. And since you are a master of persuasion, you should be able to convince them to do it. :-)

            Or you could encourage the owner to offer something free that a related business would provide. Like a $100 off coupon from a local caterer. The possibilities here are many.

            A second thing you could do is put the spotlight on the owner in your ads. Perhaps he's a character of some sort, or maybe he has an interesting back story.

            Since you're working for a percentage, the owner should definitely take your suggestions seriously. If he doesn't, perhaps it might be best to just move on.

            Alex
            Great tips Alex, just the kind of brain juice I needed! Thank you.
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  • Profile picture of the author Bruce Wedding
    The first question that comes to mind is, why didn't you ask yourself these questions before you agreed to the deal?

    Every business is unique in some aspect. Dig. We don't have the answers.
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  • Profile picture of the author RickDuris
    If the there is no USP, what you can do is establish one that has integrity with the Client.

    For instance:

    1. Position the shop owner as a celebrity that fits wedding gowns to the elite of society.

    2. Base it up the greatest selection.

    3. Base it up on affordable prices.

    4. Base it upon personalized attention.

    5. Base it upon the exclusive designers.

    6. Base the type of dress--modern, classic, retro...

    7. Base it upon the age of the person getting married.

    8. Based it upon the experience.

    9. Base it up affiliations, or referrals from wedding planners.

    10. Base it up a rolodex of everything they'll need to complete their wedding, referrals to florsits, photographers, entertainment, banquet halls, etc. In other words, the go to person for all things wedding related.

    Those are probably the major ones, but there are probably more.

    - Rick Duris
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  • Profile picture of the author ewenmack
    Hi Nick,

    I'll refer you to the wisdom of Gary Bencivega Marketing Bullets | Bullet #4.

    He will give you examples how others have redesigned their business by asking a simple 5 word question.

    Enjoy!

    All the best,
    Ewen
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    • Profile picture of the author Nick Brighton
      Originally Posted by ewenmack View Post

      Hi Nick,

      I'll refer you to the wisdom of Gary Bencivega Marketing Bullets | Bullet #4.

      He will give you examples how others have redesigned their business by asking a simple 5 word question.

      Enjoy!

      All the best,
      Ewen
      Ah yes! Thanks Ewen... it's been a long time since I was at Gary's site. That newsletter seriously rocks doesn't it?
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      • Profile picture of the author ewenmack
        Originally Posted by Nick Brighton View Post

        Ah yes! Thanks Ewen... it's been a long time since I was at Gary's site. That newsletter seriously rocks doesn't it?
        Sure rocks Nick!

        Just went back there yesterday and found out that so many questions that get asked here can be answered over there.

        When replying to questions here, it makes you look a bloody genius!

        But a lot of it comes from Gary B.

        When people ask for a good copywriting resource, and other names come up, but not Gary B., I,m amazed.

        Maybe they think it's too good to share!

        If they mention John Carlton and Clayton Makepeace, I'll say something like..."Those guys are like dogs on the trail of a bitch on heat to learn his stuff."

        And..."Should I go on..?"

        Another thing that I find interesting, is that people who have mentioned Gary B. in the past,
        are not always using his hard one wisdom.

        Not a criticism...just an observation.

        Been great catching up!

        All the best,
        Ewen
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  • Profile picture of the author derekmichael02
    What about a guarantee? WHat's the best the owner can do - most businesses don't advertise it readily... see if there's an angle in there for you.
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