Especially when starting out, it can feel like simply catching peoples’ attention and converting sales is the pinnacle of all goals when advertising your business. However, are you attracting the right customers? It may seem petty to suggest not wanting somebody’s business, but the truth is that not every customer is right for you. The wrong customer can cost you time. They can cost you money. Above all, they can cost you your sanity.
But of course, you don’t want to turn away people who seek your business out. So how do you ensure you’re attracting the right customers in the first place? It all comes down to focusing your energy in the right places. What are these places you don’t want to spend your energy? We’re so glad you asked!
Competing on price
Think about it. Coca-Cola doesn’t run advertisements saying, “We’re cheaper than Pepsi!” They run advertisements showing how fun, carefree and cool the people are who drink Coke.
People buy Coke even if it isn’t cheaper than Pepsi, because they think it’s worth the price tag to be a fun, carefree and cool person who drinks Coke.
Competing on features and benefits
You might be convinced that your product is the very best one available. Hell, you might even be right about it! But telling people your product is the best does not a marketing strategy make.
So you’ll put a sandwich board outside your shopfront that says, “Best X in town!”
What’s stopping the guy three doors down putting out his own sandwich board that says, “No, we have the best X in town!” These claims just aren’t verifiable by the general public, so you need to give them a reason to pick you over every other business making the same promises.
Perhaps you find yourself shaking your head after yet another interaction where a customer tried to haggle you down on price. Perhaps you’ve spent the afternoon explaining to someone how your product is 25% bigger. Either way, enough is enough.
Get in touch with Brandonian today to find out how to bring your brand to life.