Are You Too Close?

Last weeks Sound ADvice newsletter was too good to only share via email:

You’ve heard the old expression about being too close to the forest to see the trees? As a business owner, it’s easy to fall into this trap. You have a lot going on and a lot of different things to think about, every day!

Some spend so much time focusing on mending their weaknesses that they neglect to promote and capitalize on their strengths. Still, others are so caught up with their strengths that they neglect the weaknesses that are driving customers to their competitors.

And still, others lack the objectivity to candidly assess their strengths and weaknesses. Regular objective self-analysis is crucial to the success of your business. Learning to be your own devil’s advocate can help you uncover many things that can help improve your business in many areas.

In our top seven Devil’s Advocate Questions for self-analysis, question number three asks, “Why should someone drive past your competitors to do business with you?”… “No, really, Why?…..and prove it!”

If your answer is something like, “We provide better service”, “We have friendlier people”, or “We have been in business for 57 years” quit tickling yourself to hear yourself laugh. When you try to promote “better service”, “nice people”, “years of service” or any other “generic cliché”, the skeptical consumer believes you are simply trying to take the focus off your higher prices. It’s either that or your ads become so bland that no one pays attention to the message.

For the most part, better service, nicer people, or years of experience are marketing strategies that are only effective once your customers experience them. Unless you have a way to substantiate those claims, promoting them simply sounds like another hollow advertising claim.

If you need a little nudge to help you become your own devil’s advocate and become more objective in your strategic thinking, click here to see the Devil’s Advocate Questions and discover how they may apply to your business.

You too can get this type of Sound ADvice emailed to you nearly every week, it’s free when you email me, Scott@WOWO.com

And helping you and your business create a solid marketing campaign complete with ads that aren’t filled with cliché’s is what I can help you with if you’re in the Fort Wayne, Indiana area, reach out to me, Scott@WOWO.com