Apr
22
Like it or not, you are competing with Disney World and McDonalds!
Even if you are not in the restaurant or amusement park business, Disney World and McDonalds are marketing giants that have affected the way entrepreneurs promote their business.
When you visit Disney World, you expect the restrooms to be clean and the employees (or “cast” as they like to be called) to be smiling and helpful. You know that if you go into just about any McDonalds worldwide, their award winning French Fries will taste the same as all of their other locations.
Consumers have grown to expect excellence from theses and other world class operations like Wal-Mart and Netflix. Therefore, you can’t get away with using slogans in your advertising that have become cliche. “Lowest Prices”, “Personalized Service”, and “Best Selection” and so on, don’t have the same impact on prospects as in the past.
Consumers take those things for granted. They expect a business to deliver on the basics, and if they don’t get what’s expected, they will take their business somewhere else.
Answer this question: “Why should a prospect do business with me instead of my competition who is offering a similar product or service?” You should be able to answer this question in a brief sentence or two. And here is the real challenge – the answer must be compelling enough to attract more customers than your competition.
In marketing terms, your answer is called “A Value Proposition”. Develop a good one and then use it in your direct mail advertising campaign!
