On Sundays I do my grocery shopping and prep food for the week’s meals. On a recent trip to the store I needed milk for my son’s favorite snack – breakfast cereal. I walked up to the cooler and looked for the organic milk in the half gallon jug and noticed Wegmans had redesigned their milk label.
Being a visual person (I’m the art director for Riger), I looked for the green milk. That’s the 1%, I think. I found green, but the next bit of information I usually check is the milk fat percentage. And what did I see? Nothing. The new label design places that important piece of information behind the bar of the rack. I know it’s organic milk, but is it 2%, 1%, whole? I just want to quickly be sure I’m grabbing the right one.
In the fast-paced market we compete in these days, potential customers have more information than ever to sort through. They have become experts at scanning and skimming to find the information they need and toss the rest – often in tenths of seconds. Are you inadvertently hiding the information your customers need most, or maybe omitting it altogether in your marketing? We often know our business so well, we forget what’s it like to be on the outside of it. Also, a prospect may know they need someone like you, but how do they know they need exactly you when they are making that decision in seconds?
Crafting the Right Selling Points
We recommend every business have these key pieces of information to drive their marketing:
- An elevator speech – a one- to two-sentence description of what you do and for whom
- Know your unique selling propositions – what differentiates you from the rest to your customers.
- Develop a value proposition – a statement of the tangible results a customer can expect if they use your service.
Being clear on these three key points can help you communicate the right information at the right time to convert prospects to customers.
If you are having trouble getting started, sometimes it’s great to have a second set of eyes. At Riger, we help you see through blind spots by guiding you through a discovery process and then organizing the information into the messages prospects need to choose you again and again.