Sounds simple and obvious – doesn’t it? Looking at the advertising in newspapers, the “Yellow Pages” and all the junk mail that arrives in my letterbox I don’t think that many business people understand that concept.

Potential customers are looking for solutions to their problems. When I have a blocked toilet I want it unblocked as quickly as possible, with minimum fuss and mess and at a reasonable price. I don’t really care whether the plumber is called ACE plumbing service or “Gurgles” (although the latter name stuck in my mind from one toilet blockage to the next and “Gurgles” got repeat business).

I want to know when they can come and how much it is going to cost. I am also not interested in a high tech camera that can descend into the bowels of my plumbing system and tell me that the roots of the wattle tree were the cause yet again.

So, whatever your business is, make sure you have a compelling headline that will attract your potential customers’ attention. Your business name won’t, nor will your address or telephone number or general non specific talk. In case of my plumbing problem I would like to see something like:

Do you want your toilet unblocked in the shortest possible time, no fuss, no mess? We will be there on time, guaranteed…..

Get the idea? Put yourself into your customers’ shoes.

Till next time

Connie Boris and Charly Leetham

from

http://stretchyourmindandbody.com