Websites, Directories, & yellow page book viewed from comsumers viewpoint
Why are people using the above? To solve a problem they're having right now.
Doesn't matter if I have a busted pipe or I'm hungry and looking for food, I'm checking for a solution to that problem.
For example, I go to plumbers to find one that can fix my busted pipe.
What I find is a bunch of ads that are all look-a-like. None gives me a reason to call that business over another.
Here's what you find:
Free estimates
No job to big or to small
Available 24/7 for your convience
Emergency service 24/7
Never an overtime charge
Heating installs and repairs
Basically a laundry list of products and services.
The above list are features and if there is a response at all its "so what."
This is why many businesses receive a call and the propect ask the price for installing a water heater, etc. Since they all look the same, the prospect reduces everything to price for a comparison.
Now you want to take these features and turn them into advantages and benefits that give your prospects a reason to call you.
I'm talking about your Unique Selling Proposition.
If we're not on time, you don't pay a dime.
59 minute repairs or your labor is free.
5902 Absolutely satisfied customers. Why would you call anyone else?
Marketers, you have an opportunity.
I don't care what category your talking about, if its on the first page of google, in the yellow pages, or if your looking at websites, none that I've seen grabs your attention with a reason to call.
So try calling businesses in the directories, websites, and yellow pages. See if they want more calls that will take business from their competitors.
You will have businesses that don't just want to follow the crowd and hope that prospects will call them. Show them how and why and they might listen and buy.
Question: For those of you that build and sell directories to businesses, would you allow them to put their USP on the ad or tell a story that will stop customers in their tracks and call?
I ask this question as most directories seem to follow a format listing with name, address, phone number, website button, and more info button so I wasn't sure if they allowed any deviations or not.
What's your opinion of how most businesses market and sell?
Are they giving you the information and reasons to call them vs their competition?
Doesn't matter if I have a busted pipe or I'm hungry and looking for food, I'm checking for a solution to that problem.
For example, I go to plumbers to find one that can fix my busted pipe.
What I find is a bunch of ads that are all look-a-like. None gives me a reason to call that business over another.
Here's what you find:
Free estimates
No job to big or to small
Available 24/7 for your convience
Emergency service 24/7
Never an overtime charge
Heating installs and repairs
Basically a laundry list of products and services.
The above list are features and if there is a response at all its "so what."
This is why many businesses receive a call and the propect ask the price for installing a water heater, etc. Since they all look the same, the prospect reduces everything to price for a comparison.
Now you want to take these features and turn them into advantages and benefits that give your prospects a reason to call you.
I'm talking about your Unique Selling Proposition.
If we're not on time, you don't pay a dime.
59 minute repairs or your labor is free.
5902 Absolutely satisfied customers. Why would you call anyone else?
Marketers, you have an opportunity.
I don't care what category your talking about, if its on the first page of google, in the yellow pages, or if your looking at websites, none that I've seen grabs your attention with a reason to call.
So try calling businesses in the directories, websites, and yellow pages. See if they want more calls that will take business from their competitors.
You will have businesses that don't just want to follow the crowd and hope that prospects will call them. Show them how and why and they might listen and buy.
Question: For those of you that build and sell directories to businesses, would you allow them to put their USP on the ad or tell a story that will stop customers in their tracks and call?
I ask this question as most directories seem to follow a format listing with name, address, phone number, website button, and more info button so I wasn't sure if they allowed any deviations or not.
What's your opinion of how most businesses market and sell?
Are they giving you the information and reasons to call them vs their competition?
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John Durham -
[ 1 ] Thanks
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