In the Pacific NW, there are tons of choices for coffee, both independent and the national chains.
A new coffee shop opened up near my home, and I was actually kind of proud of them for making a point to place sandwich board signs at strategic locations in an effort to divert traffic to their location…except, their signs missed the mark.
They advertise the name of the shop. Good, but not critical information for the customer’s decision-making.
They advertise coffee. Well, every coffee shop has that.
They advertise food. Ditto.
They actually have a unique selling proposition and a strategic advantage over all the other options in the region because they are the only location with drive-through service; that fact is not mentioned anywhere in their advertising.
Your product, service, or treatment also has a USP, but if you don’t tell your customers and prospects what that is, you are letting them make a buying decision based on incomplete information.
If you use signs (and, really, what business doesn’t?), make sure you include the most important information: why your prospects will be better off buying from you rather than anyone else.
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