Does your target audience understand what you offer?
A very important aspect for your business is that you have to have a clear message and that your market understands in order for them to buy from you.
I don't know if it ever happened to you, but I remember a time when I went to a restaurant where the whole atmosphere had an Arabic theme. When I arrived the waiter was Arab and he gave me a menu in which there was a mix between Mexican and Spanish food.
That letter puzzled me and of course I was not very confident in the type of food they could offer me. Still, I ordered the Spanish omelette from the menu and….to tell you…
So they gave an initial message that attracted an audience that liked Arab food and offered a product that was not at all like what was advertised and the quality was terrible.
Result: I never went back and I don't think I was the exception.
The physical aspect of your website, product and / or service is important but not the only thing. You have to think that you want to communicate about yourself and what you do, what you believe in, because people would have to buy you…
A clear message will say: this is my essence, this is what I do and the values I have and I can help you solve X problems.
How do you explain this? in a clear and specific message that accompanies the name of your company. This is known as a Unique Selling Proposition or USP.
For example:
- The English cut: "if you are not satisfied, we will refund your money" Mc Donald: "I, m lovin it" Ikea: "welcome to the independent republic of your home" Mercadona: "always low prices"
And so we could continue with a long etc…. Each slogan seeks to give a brand image, its differential value, its culture…
I propose that you think about your business right now, feel calm and ask yourself:
Why should I choose me, my audience, and not anyone else in the industry?
What sets me apart from the rest?
How could I define it in one sentence?
