By Jeff Dostal

Ever seen that one written on the chalkboard? (Chalkboard. Did I just give my age away?) In over 16 years of helping small business attract customers, I’ve yet to come across one that didn’t assume their customers knew more than they really did. I hope you are the exception to the rule, but I won’t assume you are.

There may be six very important reasons to do business with you. Your best customers may be aware of a few. The average consumer may not know any of them yet businesses go about their day assuming that consumers and customers know all the great reasons to do business with them. Here is my nugget of knowledge for today…they don’t!

Your job is to make sure the consumer and your customer know as much about your business as possible. The more they know, the more likely they are to do business with you. If you are a restaurant and I know I like coming to you for lunch, great. But if I don’t know you cater lunch because you’ve never told me and you assume everyone knows that about your business, you’re missing out on business.

And when you do tell people (consumers and customers) about all the great reasons to do business with you, don’t tell them the features, tell them the benefits. The benefits to them! Don’t tell me you cater. That’s a feature. Tell me you can bring that wonderful food that I love to my next meeting so I can concentrate on my work and you will do everything except eat it for me so I can enjoy the wonderful food you make. That’s the benefit to me.

Take a few minutes to think about what you are saying in your advertising. Don’t let your messages sound like everyone else’s. We can help with that. As a member of Marketing Firepower you can call or email at anytime. We’re here to help you attract and keep all the customers you can handle.

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Jeff is President of Marketing Firepower and an experienced marketing professional. He has helped many business become successful through the effective use of advertising.

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Tags: advertising, marketing, assumptions