Be what you say you are in your advertising and other promotions. Conversely, do not advertise you are something you are not.
If you are in a small marketplace, you learn this very quickly. In a larger marketplace, it is possible to deceive potential customers for some time before a bad reputation catches up with your dishonesty. On the internet, the algorithms of Google and other search engines eventually catch on to a website using dishonest tactics to attract search traffic.
When you exceed your promises you derive additional benefits.
Getting your own TV ads past the clutter of the glitzy ads produced by national advertisers is easier when you tell a personal story about your product differential.
We have a muffler repair shop in our small city. Over the years, their TV ads depict a bunch of clowning repair persons doing all sorts of antics. When you go to the shop you are greeted by the same clowns. These "fast friends" will serve you high quality products with superior service. Ask most mechanics in town where to get the best muffler service and they direct you to this same shop.
Their TV ads tell you it's a fun place to go. The products and service influence you to tell everyone you know that it's the best muffler shop in town. What you see is what you get. The national franchise outlets cannot do that as well.
Not too long ago, the chief clown passed away. The local news media were filled with praises for this benevolent fun-loving guy. Fortunately, his survivors have carried on with the clowning and quality service.
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