Lately I’ve noticed countless examples of advertising and branding that completely fail to entice me as a potential customer. The main problem: the company is focused on itself rather than the customer. I see this problem often with small mom-and-pop businesses (probably because they don’t spend much on marketing) and also in large corporations (they really have no excuse).
For Example
While driving the other day I saw a large van owned by a plumbing company. Emblazoned on the back of the van were the words, “Rob Smith, Owner” (names have been changed to protect the innocent).
Announcing to the world that you are the founder and owner of your company may boost your ego, but it doesn’t make people want to do business with you. Instead of telling me that you’re a CEO (of a one-man operation), tell me how you can help me.
How often have you seen a billboard for a Realtor with the realty agent’s photo plastered all over it? Unless the agent is really good-looking (or really NOT good-looking), the photo probably doesn’t grab your attention or hold any meaning to you.
So what’s the solution?
Rather than showing off your name or your mugshot, focus on things like features that you offer and how those features benefit your customers, as well as what satisfied customers have said about you. Build your promotional strategy while viewing your company through the customers’ eyes, and they will better understand how you can meet their needs.
