Why Would a Customer Choose You?

Whether you’re using a brochure or a banner, and have a web business or a brick and mortar store, the goal is always the same:  Get the most possible customers to buy what you’re selling.

As a business owner you might think customers want to know what you DO, but they really want to know what sets you apart. For example, you may be a great realtor, but do you have what it takes to sell my waterfront property during hurricane season?

These pictures were all taken along US Hwy 19… a typical 8 lane road with a 55 mph speed.  From the time each sign comes into your vision you have about 8 seconds to absorb its message before you pass it.  (That’s about how long you have to catch the attention of your website visitor, too.)

Based on this picture, which attorney would you call first?

Most people think they’re attracted by favorite colors, typestyle, a preference for male versus female, etc.  But marketing experts agree that the number one question in a customer’s mind is “What’s in it for me?”

Convince the customer that you’ve got an added benefit and they will buy from you.

In my opinion, only one of these billboards tells me what I’ll get from the attorney.  Billboard number one lets me know I’ll get 20+ years experience, and to me that’s an important piece of information.  I might plan to interview 2 or 3 people before making a final decision, but if I’m sold after talking to the first guy, then the others never get a chance to sell me their story. Leave a comment to let me know which attorney you would choose, and why.

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Why Would a Customer Choose You? — 2 Comments

  1. I’m laughing because there’s a lawyer’s billboard down here that says something like “Need a Fighter?” Which is great EXCEPT… his picture. He’s this wimpy looking, thin, middle-aged pasty-white guy wearing a bow-tie. You know he got beat up constantly as a kid. Talk about the message and the graphics not being congruent. I laugh at it every time I go by.

  2. I would have to say that based off of first impression I would go with Fran. The reason I would go with lawFran.com is because of her Social Media Facebook logo. This is the differentiator that none of the other attorney’s are capatilizing on. It’s a call to action without having a call to action, my smart phone usage is 50% utiized for social media communications and I can easily go to her Fan Page and see her internet marketing strategy.

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