What Makes Your Company Unique? (Part I)
The average consumer has an attention span of 8.25 seconds, so make your message count!
Marketing gives you the opportunity to tell potential customers why they should buy a product from you. In order to send an effective message, it's important to understand what goes into a customer's perception of your product and how that can influence their decision to buy from you instead of your competitor.
The Common Mistake
Many business owners believe that simply “quality and service” are what make them different from their competitors. If you are one of those business owners, you are right! But generalizations leave room for doubt, so it's important to understand more specifically what about your product's quality or service makes you different. With precision, your marketing messages will be more convincing and more personal, which will positively influence what people think of your product.
Do you remember the movie Elf (2003) starring Will Ferrell? In one of the scenes, Buddy The Elf runs into a coffee shop to congratulate the owners after seeing a sign on their door advertising "The World's Best Cup of Coffee!" This is funny because not only is the statement ridiculous, but it's also so general that it's simply not believable. Starbucks has been able to do just the opposite of this by getting specific in their advertisements. Walking by a Starbucks, you can typically see a chalkboard sign displaying the unique seasonal drinks they are offering that day. For example, Starbuck's creation and advertisement of the Pumpkin Spice Latte! They got specific by offering a flavor of a product that nobody else offers. Why should you buy coffee from Starbucks instead of a local coffee shop today? Because Starbucks can offer you a Pumpkin Spice Latte and the local shop can't! Some people might even choose Starbucks over a closer or cheaper coffee shop just because they want a Pumpkin Spice Latte.
What's your Pumpkin Spice Latte?
What’s so special about the Pumpkin Spice Latte? Next month, our blog will give you an outline of the four main factors that make customers prefer one type of a product over another. This will help you understand exactly what customers like about your products so that you can create more effective marketing messages. If you can’t wait until next month or want more help, let’s get coffee and talk marketing! Call us today (512) 571-2296!