Typical product name & price ads don't help consumers choose based on needed results.
Advertising should emphasize how products & services are used to improve conditions. Emphasize how specialized knowledge & product quality can lead to lasting high quality results.
Advertise ways of producing value by combining knowledge, products &/or services, example: Small animal cages can be used to protect plants from animals (i.e., cages can keep animals out). Caged plants can be moved to manage exposure to sunlight & rain.
You can create more value for customers when you're more knowledgeable & innovative than competitors.
Superior customer service is based mostly on developing ways to improve customers' lives. You can create value by innovatively combining knowledge & products to create results.
As you consider people's conditions, think of ways to improve results. Expand safe ways to use & possibly combine products. Example: People rake leaves onto tarps, then haul leaves to collection points. Tent stakes can hold tarps while leaves fall from trees.
Show you want to do more than just sell products & services by using innovation to improve lives.
Help people focus on a full range of benefits, example: Hearing aids help people communicate & connect with loved ones. People can hear sounds they've missed for years. People enrich their lives when they hear lessons & entertainment. People can use audio-based safety devices, plus hear alarms & sirens.
Use Benefits To Offset Complaints
What are people's main objections about products?
Is product quality high enough for people's needs? Do products have the main benefits people need without excessive features? Do manufacturers make cheap products to fit discount prices?
Do you suggest product choices based on customers' conditions? Do you help with problems after customers buy products?
Here's a good product & service example:
A cell phone company advertises in senior citizen magazines. It overcomes service objections: "No Contracts" & "No Cancellation Fees". It offers "the simplest smartphone". A picture shows the large screen & easy-to-read menu. It has a longer-lasting battery & clear sound. When users don't feel safe, they can press a button to request help.
Its limited features & services appeal to people who want simplicity. This simplicity makes the phone & service affordable.
Representatives help customers pick or switch service plans. Technical support is free. Phones are available from retailers, so people can try models.
Clear Up Confusion
Helping people solve problems includes helping them decide. When people are unfamiliar with problems & solutions, they might be undecided because they're missing facts.
Here's how to clear up confusion & help people choose what they need: As you serve customers, document their conditions & questions with your answers. Your notes can help several people in similar conditions because they might have the same concerns.
When people describe their conditions, you can clarify their concerns. When people hesitate or object, you can check your notes & ask, "Are you wondering about __?" When you help people define concerns, you'll assure them you have answers.
You could use testimonials to help people decide which solutions to buy.
Consult with people about complicated products, so they're confident enough to do projects. Example: 'When You Have __ Problems, Technology Offers Solutions & Causes Confusion. We'll help you clear up confusion & choose solutions. Describe your conditions & we'll recommend improvements. You don't have to be an expert because we'll explain how to use products. If your conditions change, we'll help you adjust with step-by-step plans.'
Improve Lives With More Value
Though national retailers advertise based on general conditions, you can offer more meaningful local results. Diagnostic expertise can satisfy people who are frustrated by incomplete enhancements from big retailers.
You can use diagnostic questions to improve lives. Explain symptoms, causes & effects, so people can avoid or recover from problems.
In your advertising, explain the value of prevention, example: 'In Spring, look for __. If you don't eliminate it, it can become __. Prevention is easier & less expensive. We have __ in stock, so you can quickly __. We'll include a guide for diagnosing, preventing & correcting problems.'
Your guide can help consumers, who don't have deep expertise, avoid inferior results. Example: They might need mildew-resistant paint.
Your guide establishes you as an authority & is an incentive to choose your store.
Hope Is A Valuable Benefit
Though people probably won't say it, relief includes hope. Your solutions can increase hope & inspire more confidence in you.
Ask how people define relief, so you can determine how to help. If your recommendations don't fit customers' paradigms, ask questions to reach a mutual understanding about resolving their needs.
Relief can mean preventing & correcting problems. Relief also could mean more pleasure & less boredom.
Though general life dissatisfaction may seem minor, low morale is bad for health.
Increasing life satisfaction is a valuable service. People are more satisfied when they finish projects, complete collections & learn skills.
Check your inventory, services & knowledge base for ways to fill people's gaps. Gaps can mean people need skills, tools &/or materials.
People can be effective, efficient & less stressed when you help with plans.
You can help people learn better techniques with various tutorials. People might have some necessary skills, but not a full skill set. Example - Carpenters should know how to choose & use materials, fasteners & tools to get specific results.
When people rely on you, your store is mentally linked with optimistic feelings.
You offer hope about improving lives when you offer reliable ways to prevent & correct problems.
Since products don't improve lives without knowledge, your expertise can inspire more hope & confidence than discount stores do. You can offer tangible & intangible benefits of gaining control & decreasing stress. Gaining control increases hope & confidence.
You can offer: 'Decrease your stress as you prevent/solve __.' '(Business name) has products & information you need to control __.'
Explain what's possible, so people understand & can choose options. 'With __, you can __. When you're finished, you can expect __.'
Make decisions & tasks less complex by explaining causes & step-by-step plans to solve problems.
Small Adjustments Can Improve Lives
If you don't stock popular brands, show how substitutes can be adjusted or used directly to fulfill people's desires.
You can consult with customers to find or create what they want. Example: 'You need (result), so you need to know how to __. With your budget, I recommend (materials & tools).'
There's a variety of whole products, parts, materials & tools to customize.
I'm using plants as an example & analogy. You can apply this to other categories by considering what produces benefits people want.
Allergic people might like the visual stimulation or fragrances of flowers. People can get benefits of flowers from various plants, fragrances & artificial flower arrangements.
If you offer lessons on growing plants & arranging artificial flowers, people can create what they want.
During classes, people can socialize & collaborate in creating value. You can benefit from collaborations & adjust your inventory based on students' input.
You'll improve lives whether you customize products or teach people to do it. You can teach people how to make things fit their medical needs.
You can help people enjoy the creativity & practical benefits of hobbies. People might enjoy their creations more than mass produced products.
Creative people will prefer your store when you offer customizable products, materials, tools & lessons.
Emphasize how you'll make things easier by helping people create benefits. You can offer: 'Improve Your Life By Being Kind to Yourself! If you're missing __, we'll help you create it.'
Retailers often sell products without offering help. To differentiate your store, promote your ability to help people improve their lives. Examples:
'In (specific local condition), the best result is __. Here's how to achieve it: (methods summary). You need (products) & a plan to __.'
'In (personal/local condition), your options are __. We'll help you choose & use products for your best result.'
'Your life should be __. We'll help you find what you need & adapt it for the life you want.'
'You need more than products, you need results. You can improve your life with the knowledge, products & services we offer.'
'Your life can be __ when you have the right __. We have the knowledge & materials to help you develop __ based on your concerns.'
Differentiate your business by offering the extra value of preventing subsequent problems, example: Roof gutters & downspouts direct water away from basements until leaves & seeds get stuck. Sprouting seeds make problems worse.
If manufacturers thought about what could go wrong, they could've sold covered gutters years earlier.
If you notice flaws or predict problems, you can prevent frustrations & increase your profits. Carpenters & metal workers can help you fabricate solutions.
Compare products & services to local conditions & think about what's missing. Can you add or eliminate something to improve results? Tell suppliers about local conditions & ask for improvements.
Consumers need manufacturers & retailers to deal with quality details. Help consumers understand how details & features are beneficial, example: 'You won't have to pay anybody to clear these gutters because covers keep leaves & seeds out, so water flows.'
Thank you for using my blog. Please let me know if I should clarify anything.
Copyright 2018 Dennis S. Vogel All rights reserved.
When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here-
https://thriving-small-businesses.blogspot.com/
http://www.voy.com/31049/
