Doesn’t it suck when people don’t respect the price you charge? When they always want a special deal?
Well guess what? It’s probably YOUR fault!
When people ring around for quotes on price, and it happens a lot with Yellow Pages directory ads, they’ll ring 2-3 businesses usually. That’s what everyone has been ‘trained to do as consumers, and it’s the ads that force them to.
How? All the ads look the same!
Just think about when you need a service, say your lawns mowed. So you open the yellow pages and look up lawn-mowing, and there are dozens of ads with people wanting to mow your lawn.
So who do you choose? Whoever is cheapest, right? And why? Because all the ads look the same, so there isn’t anything that makes one business different from the next.
And if that’s the case, the only difference comes down to the price!
Makes sense really, because if all the ads look the same then PRICE can be the only difference between them, right?
So if the ads for each industry are virtually all saying the same thing, can you understand that you’re educating your market to base your value on price?
Then what you need to do is create a unique selling proposition that will make you STAND OUT from your competition.
Now let me explain what a unique selling proposition is and how you can get one for your business.
Every day we are subjected to about 4,000 to 5,000 advertising messages, so we all need to do work a bit harder to stand out from the crowd, and that’s what the USP will do for you.