In our last article we said you needed a good attention getting headline. An example for an engineer might be “If you’re looking for an engineer here’s why you should call us!” Or you could use a cookie cutter headline such as “If you’re looking for a blank (Whatever you do) you’re at the right place!”
Now, it’s important to prove the claims you make so think about the critical information people need to make the right decision… and give it to them!
Give them the facts that are important to them, not to you. So how long you’ve been established shouldn’t be just breast beating. You’ve got to show them that, if you’ve been established that long, it means you are not a charlatan or a huckster. If you service all suburbs you’ve got to show them it means you can be there in 20 minutes.
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Try and pick out four or five factors that you know customers regard as important. Listening to your customers will have probably given you some of them. They are critical. You just can’t have a headline hanging there unsubstantiated. You’ve got to back it up. Maybe you can use some of these.
- Reliability- Can you be relied upon to do the job?
- Punctuality-Do you turn up when you promise?
- Trust- How can you be trusted?
- Guarantee- Is there a guarantee on the job you do?
- Convenience- Is it easy to do business with you?
- Cost estimate- Can they understand that you’ll be reasonable in your costs?
- Professionalism- Do you have the qualifications and the experience?
- Testimonials- Do you have satisfied customers?
- Experience- Show that you know how to solve the problem
These are some of the important things. You may think of others for your business. But at least select from the list. Prove each claim in a few words.
In the next article we’ll show you how to put it all together with a couple of examples.
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