I see so many companies always talking about themselves, what they do, and why they think they’re the best at what they do.
“X years of experience!”
“Excellent customer service!”
Sure, but I’ve hired people with years of experience that still do a shitty job and give me the name of a company that doesn’t claim to have excellent customer service.
Those things don’t matter. Well, they do, but they matter less than business owners think.
What’s in it for ME, the client?
Apple has been running ads for years that say nothing about the products it sells, aside from the benefits you’ll feel when you use them.
Instead of “5GB storage” on the first iPod, they advertised “thousand songs in your pocket,” which they later followed up with an Apple Watch ad.
For example, if you’re a roofer and your crew is excellent and cleans up after themselves, you could run an ad that says, “You won’t even know we were there.”
This counters the feeling that people needing a new roof would be in a constant construction zone with pounding hammers, nails everywhere, and zoom-booms ruining their grass.
It’s not about you. It’s about your client.