define('DISALLOW_FILE_EDIT', true); define('DISALLOW_FILE_MODS', true);{"id":114,"date":"2024-11-08T15:28:00","date_gmt":"2024-11-08T21:28:00","guid":{"rendered":"http:\/\/billthorn.com\/?p=114"},"modified":"2025-01-06T18:44:37","modified_gmt":"2025-01-07T00:44:37","slug":"friendly-knowledgeable-staff-yawn","status":"publish","type":"post","link":"http:\/\/billthorn.com\/?p=114","title":{"rendered":"Friendly Knowledgeable Staff….Yawn!"},"content":{"rendered":"

As an advertiser, if you really expect people to react to your advertising, you must do a lot better than this. I\u2019ve got some news for you – having good selection, friendly and knowledgeable staff, and competitive pricing is the price of admission. People expect good service. They expect knowledgeable staff. They expect a good selection. These are not things that make you different -they are things that make you the same as all the others. If you can\u2019t come up with more reasons and better reasons for people to come to your store, you\u2019re doomed.<\/p>\n

I always ask my new clients why I, as a consumer, should do business with them. Almost invariably, they start spewing off about the things that I\u2019ve just mentioned. They almost never give me really good reasons to do business with them and why they are really different, and what they can do for me that perhaps their competitors cannot. In many cases, I could ask the exact same question to their competitor, and get the exact same answers! This, clearly, is not the foundation upon which to build a strong advertising or branding campaign.<\/p>\n

This is when we\u2019re really start drilling down and uncovering the unique aspects of their business. It usually doesn\u2019t happen quickly, and in fact, can take several meetings to accomplish. We are looking for something we can hang our hat on for the business. The un-shakable thing that is non-negotiable about how they do business. Sometimes, we don\u2019t find one, and have to develop one. But usually, it is there, hidden and buried behind all the clich\u00e9s and mediocrity of their previous advertising.<\/p>\n

Here\u2019s a hint on how to do this effectively: Start with the truth. What is your unique story? Did you get into business in a different way or for a different reason than your competitors? Do you carry products that your competitors don\u2019t? Do you have a guarantee that your competitors don\u2019t? Can you effectively solve the problems that your customers have \u2013 and how?<\/p>\n

Too often businesses try to be creative for creative\u2019s sake when building their advertising. While being creative can get attention, your customers are more interested in what you can truly do for them, right now, than the color of paint you use to illustrated it.<\/p>\n

Very often when my clients and I get discussing their history, passions, and trials and tribulations of their business, some absolute gems are uncovered that we can build and advertising and branding campaign from. Truth sells. Fluff doesn\u2019t<\/p>\n

One other note, don\u2019t be afraid to be bold. Take a stand. Establish a good staff, good pricing, and great selection – but then, put a cherry on top! Make a promise that if you\u2019re late for your service call, it is free, regardless of the reason. If it breaks, fix it.<\/p>\n

These things people remember. These things bring people back.<\/p>\n