It’s easy to speak in generalities when it comes to marketing.
But it doesn’t help potential customers decide if you’re the one for them.
For instance, you can say “we offer amazing service”, but no one knows what that means.
Plus, everybody says that.
We recently worked with a scrap metal recycling company who told us in the very first meeting that “customer service” was the reason for their success.
So we set out to state EXACTLY what that means, AND what it DOESN’T.
Don’t make your customers guess.
The Power of Observation
You see, stating things that people can physically observe creates trust.
So in this case, we helped the client define exactly what people liked about doing business with them.
Here are a few examples:
- We keep our yards neat & clean
- You can drive right up and be waited on
- Our pricing is simple and clear, we even hand you a rate card
- We write you a check right there on the spot
These are great examples of being specific about customer service and would probably be enough to convince anyone to give them a try, especially when there’s the alternative experience lurking out there.
Here’s why it matters
When you’re specific, you plant the kind of images in people’s head that they BELIEVE in…
Everyone wants to pull into a nice, clean scrap yard.
Everyone believes it’s important to be waited on right away.
Everyone believes in fair pricing and getting paid quickly.
No one believes in “great customer service”
Takeaway…
Next time you’re working on your marketing statements, avoid the fluffy generalities and tell people exactly what you do or don’t do… you’ll be glad you did!
