Here’s your toolbox full of ways to communicate your uniqueness to current and potential customers. The more you use these tools, the more you’ll discover existing qualities and be inspired to develop new ones.
1. Probe your records, your memory, and the memories of your staff for stories.
What are our biggest success stories? What’s the most unusual request, situation, or problem we’ve solved for a customer? How did we come to build this business? What do we do that’s better, cheaper, or more comprehensive than the competition?
What emotional needs do we meet for our customers? Think basics: love, security, confidence, trust. Think of specific stories to illustrate each.
Ask yourself: What do I wish people knew about me or my business that they don’t know? What benefit do we provide that I wish everyone knew about? What don’t we provide that gives us an advantage? (Think about the Motel 6 no-frills approach.) What objections do your salespeople continually overcome? What stories do they tell? These alone can be the basis of a powerful campaign.
2. Create stories from the threads you uncover.
The stories can be word-for-word accurate, or wild exaggerations. They can be told by you, by customers, by actors, or by announcers. They can be funny, quirky, dramatic, mysterious, or interesting to your target audience in any number of other ways.
Every business has a personality. These stories are what create or reinforce it.
3. Talk to customers.
Customers will reveal things that you may not know. You’ll find out the “real” reason people shop here, the unexpected uses for your advertised product or service, likes, dislikes, praise, and criticism – all of which are fodder for stories.
4. What’s in a name?
Are there any ideas that come from your company name? Any word plays, parodies, ideas for a series of episodes, opportunities to create characters, explain a USP, sing a song, or otherwise implant your client in the listener’s awareness? Ask your staff, media reps, or advisors to brainstorm with you on this.
5. Pull back the curtain.
What goes on behind the scenes at your business? Explain your process, recipe, business methods, philosophy, or reasoning. It may be the same as your competitor’s, but if you’re the first one to explain it, then everyone else has to play catch up.
If you truly have a “secret sauce” and don’t want to reveal the details, talk about its benefits for your customers.
6. Put a face on your business.
Your personality or the personalities of your staff may be the key distinction between you and the rest of the pack of similar businesses.
Are you, the owner, brash, outspoken, quirky or humorous? Does your team of employees have any common traits? Do they play on a sports team, tell bad jokes, act silly, take everything too seriously, or treat customers like family?
Tell listeners about whatever makes you unique. People don’t buy from institutions. They buy from other people.
We are experts at helping businesses like yours organize and promote relevant and targeted events to generate psychological reciprocity with your prospects. At Titan Broadcasting and Digital Group, we believe our responsive, on-going communication with our clients is one of the biggest reasons why our partnerships are so successful. Whenever you need us, we’ll be there by your side to answer your questions and help your business grow in any way we can! www.titanburlington.com/contact-us/
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