Okay, now that you’re telling people that you solve a problem, you’re headed in the right direction. But, hold tight, you aren’t done. Now you need to tell them why they should come to you. This is important.
A former boss of ours once told me, “Don’t sell the industry, sell the brand” after reviewing a creative execution I had designed. That line has stuck with me ever since. For example, you don’t have the budget to convince the world to get their lawn service set up with just anyone. You must convince them that they need to hire you. How? [Glad you asked.]
- Trust – testimonials, affiliations, awards
- Authority – years in business, happy customers
- Results – actual results (sales, return on investment, etc.), video testimonial