You have 20 years' experience in the industry. Yay for you.

You have three locations. You have a well-trained staff. You have extended hours. You have done 700 similar projects. You have a wide selection.

Yay for you.

I can find what I want quickly at your store. I can ask questions and get helpful answers without initiating any arm-twisting from you. I can find guidance from you towards the best purchase for the specific purpose I'll be using the product for. I can schedule the next contractors because I have confidence you'll have your part done properly and on time. I can find you easily when I need you.

Yay for me . . . the customer.

Listen to any typical radio or TV ads, and focus on the claims. There's a lot of advertising that is little more than the business patting itself on the back. Yay for them.

Wouldn't it be better to translate all that fluff into something meaningful and motivating for the customer? Give the customer something that makes them say, "Yay for me!"

Labels: advertising, customer centered, marketing, messaging, strategy