I was driving down the main street of a town the other day when my eyes landed on some rather innocuous signage on the fascia of a podiatrist’s office.
The podiatrist, let’s call her Dr Jane Smith, had signage that read:
Dr Jane Smith
Podiatrist
Now I’m sure that Dr Smith’s friends and family would like seeing her name up in lights but it wouldn’t mean anything to people who didn’t know her or what she does, the prime target of the signage.
The first change I could suggest would be to make her profession the prominent feature with her name underneath. That would surely attract the attention of people looking for a podiatrist because they know whose services they need.
But that signage probably wouldn’t attract any new people who might need help with problem feet but don’t know that a Podiatrist has the answer to their problems.
So, I’d look to shouting the benefits of podiatry with a sign reading
“Crook Feet Fixed Here!”
That would certainly get the attention of anybody suffering from the aches and pains of sore feet.
If something like that was a bit too much in your face for Jane she could go halfway with a sign that included her name and just an inkling of the benefits she bestows. An alternative would be:
“Dr Jane Smith, Foot Doctor”
What I’m trying to say is that people don’t know what you can do for them unless you tell them in terms that make it clear and simple. Tell them what you can do. It’s all about that good old-fashioned WIIFM.
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