Don’t Sell The Industry, Sell Yourself!
One of the most common mistakes Lure Creative sees business owners make when it comes to their marketing message is that they sell their industry instead of themselves. For example: Let’s say you’re a doctor who provides LASIK procedures. You may think it’s a great idea to tell people to ‘Throw away your glasses and get LASIK surgery with us!’ That is, after all, what you sell. However, there are two problems with this approach:
- You aren’t providing them with any new information. You offer LASIK surgery, so because it’s not a new service, practically everyone knows that the result of LASIK is improving your vision so you don’t have to wear glasses or contact lenses. What are you telling them that they don’t already know?
- You have not differentiated yourself. Why would they choose you over anyone else who provides LASIK? Have you given them a reason? No.
The message is not to convince them that they need LASIK, it’s to convince them to choose you for their LASIK procedure. The difference is subtle, but critical.
We hope this helps you in your quest to grow your business. If you need help finding your differentiator or honing your marketing message, contact Lure Creative and we’d be happy to help your business Get Found and Be Known!
