Does Your Advertising Make You the Obvious Choice to Do Business With?

Written by Brett Curry

There is a concept in business that we marketers callrepparttar confidence gap. The confidence gap is defined as a potential customers inability to determine whetherrepparttar 145644 products or services of a given company are any better, different, or worse thanrepparttar 145645 competition’s.

The confidence gap exists in every imaginable industry and in most casesrepparttar 145646 gap is growing wider all ofrepparttar 145647 time.

Case in point: go torepparttar 145648 yellow pages and look underrepparttar 145649 roofing section (or any section for that matter) and see for yourself if, plus or minus 10%, every ad says basicallyrepparttar 145650 same thing. “Dependability, service, 80 years of experience….blah, blah, blah.”

Going byrepparttar 145651 yellow pages alone it’s almost impossible to tell who will really offerrepparttar 145652 best service,repparttar 145653 best overall value, and exactly what you need as a customer. It would be helpful if some ads said, “We stink, we won’t deliver on our promises, we’ll quote you one price and then charge you another,” but they don’t. Every company good or bad is essentially sayingrepparttar 145654 same thing. As consumers we know that not all companies are equal – but how can we tell? Hence,repparttar 145655 confidence gap.

But, this problem is not isolated torepparttar 145656 yellow pages. Take any medium – TV, radio, print, or brochures and compare what competitive companies are doing. You’ll see very quickly that there is almost no significant differentiation. Oh, sure, one company may have a red ad and another a blue ad. One company may have a catchy jingle andrepparttar 145657 other may not, but it’s still hard to tell which company is actually better or even which company gives greater promise of beingrepparttar 145658 best choice.

One area of marketing that is atrocious for most businesses is their brochure. Most brochures are loaded with clichés, worn out phrases, and platitudes that don’t mean anything. Like “dependability, quality, and service.” Any company onrepparttar 145659 planet could make a claim like that and you would still have no clue if there business was any good or not.

So what about your brochure? Does it make yourepparttar 145660 obvious choice to do business with, or does it just widenrepparttar 145661 confidence gap?

Here is a quick 4-pronged test to give your brochure (or your other advertising) to see if it hasrepparttar 145662 potential of singling your company out as THE go-to company.

1.Does your brochure clearly communicate your USP (Unique Selling Proposition)? Most companies don’t have a clearly defined USP. Your USP is what makes you different, better, and unique from your competition. Here are a few famous examples: “When it absolutely positively HAS to be there overnight.” Of course your know that to be FedEx. The success of this Fortune 500 company was built largely onrepparttar 145663 strength of this USP that they could absolutely deliver overnight. Here’s another one – “Hot pizza delivered fresh to your door in 30 minutes or less or it’s FREE.” Dominoes pizza, right? You see how they didn’t claim to berepparttar 145664 best tasting,repparttar 145665 cheapest (orrepparttar 145666 most expensive); they wererepparttar 145667 fastest…guaranteed.

"No sales? Your web traffic is not the problem!"

Written by John Iacovakis

There are thousands of web sites getting thousands of visits to their websites every week without making a sale!

I can tell yourepparttar traffic is notrepparttar 145460 problem. Well maybe from some traffic providers out there. But, in most casesrepparttar 145461 web site itself is not able to convert web site visitors to customers.

A visitor most likely will not takerepparttar 145462 time to find out what you’re offering. Especially since he was not looking for your website and your site popped up (or under). You better give him a reason to not close your pop under!

Remember, you have only a few seconds to make people understand what you are offering before they close your web page.

Some tips for a successful advertisement:

- Start general, keep it short, and make your page fast loading. - Use a lot of "white space" on your page. - Make sure your company logo or name appears clearly inrepparttar 145463 ad. Sooner or later, your product or name will become known throughoutrepparttar 145464 Internet. - Do not list features but benefits. - Have no more than 3-4 bullet points on your ad. - Have only one specific offer. - Does your ad look professional? If your page is poorly designed you will not succeed. - Tell people what to do. Put a “click here” button on your ad. Believe it or not it makes a difference! - Use a dark background. It contrasts most sites and grabsrepparttar 145465 attention ofrepparttar 145466 visitor. - Don't send people directly to a sales page. Use proven marketing strategies like free offers, free reports etc, to generate a lead: Most people will not buy anything on their first exposure to it.

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