You wake up at three in the morning, and you hear water rushing in the basement from a broken pipe. When your thoughts turn to fixing the problem, do you think about calling a plumber or a general handyman who can perform a number of different projects around the house? If you’re like most people, you call the person who specializes in fixing the problem you have; the same is true when people make many different decisions.
When small business owners advertise, they think about casting as wide a net as possible; many times you’ll see a tag line such as “Specializing in residential, commercial and industrial work” (not much of a specialization is it). What they don’t realize is for an advertising message to resonate with a customer, it needs to address the problem the customer is wanting to solve. Some of the best advertising results I’ve seen come from Dealers who create messages that firmly nail one issue they want to address with their customers. Something as simple as touting your firm as “The driveway specialists” can have your message break through the clutter and increase the number of customers who contact you and, more importantly, the number who buy from you.
Think about ways you can specialize in your category and advertise this specialty in the right ways to see your advertising become more effective.