I recently dialed a wrong telephone number and heard following recorded message:
"Hi. You've reached Mike and Kathy. Who are you and why do we care?"
It was immediately followed by "beep" signaling my opportunity to leave a message. I obviously dialed wrong number so I hung up. But then I started thinking about that abrupt message. That's exactly what every potential customer thinks when he or she is exposed to any advertising message... "Who is this and why do I care?"
DO YOU KNOW THE ANSWER?
How would you answer a prospective customer who asked, "Who are you and why should I care?" If you were prospect, would that answer increase or decrease desire to do business with you?
Prospects may not ask you this question -- at least not in words that blunt. But they are asking it, silently and unconsciously, every time they see your ad, visit your website or listen to your sales presentation. You can increase effectiveness of all your advertising by automatically answering it for them. It's actually a 2 part question so we'll look at each part separately.
PART 1: "WHO ARE YOU...?"
People only buy products and services from companies and individuals they trust. Part of that trust is assurance that you're capable of delivering benefit each customer expects in return for money he or she pays you.
The unspoken answer to "Who are you...?" may be as simple as including a statement like, "authorized distributor for ???" (the name of a well-known company) in your ads or promotional material. New distributors for network marketing companies often use well-known corporate name of their company to establish credibility for their business opportunity offer. Opportunity seekers tend to overlook credentials of a novice distributor when opportunity is supported by resources of a well-known large company.