Timing is a funny thing. The other day I read the Miles & Co What Are You Bragging About? blog post, in which Lynn
Does your messaging truly reflect your above-and-beyond-brand of Shareworthy Service, or are you promising what every customer simply expects?
"We will complete the job to the customer's satisfaction. We are here before, during and after the job."
That's the company's unique selling proposition? They'll complete the roofing job to a customer's satisfaction? That's an awfully small hook to hang their hat on.
Looking for something more, I went to the company's website, where I learned that they are "Roofing Experts".
Blah.
Blah.
Blah.
.
Customers expect a job done to their satisfaction. They expect a the people who work for a roofing company to be roofing experts. Any of their competitors can make exactly the same claim.
If you are an advertising salesperson tasked with coming up with a strong campaign, you have a responsibility to say NO to blah. need to dig for something more.
What else can your client talk about? Do they offer a guarantee that's better than anyone else in town? Offer a product, or installation technique, that's unique to the area -- and better than the alternatives?
What does your client do that nobody else does? What can they offer that nobody else can? Find the answer, and you've got your campaign.
