Why Customers Choose Your Business over the Competition - dummies

Why Customers Choose Your Business over the Competition

By Gary Dahl

Part of Advertising For Dummies Cheat Sheet

Understanding why people choose one product or service over another is crucial to creating your advertising message. When devising an ad apply the following list of details to ensure prospective customers choose your product or service over the competition.

  • Image: The image of your business is more in tune with the customer’s own tastes and desires.

  • Personality: The personality of your business is friendly and one they feel comfortable with. Remember: Personality begins with you and the people who work for you.

  • Convenience: Your business practices should be convenient for your customers, not you. Depending on your business, that means being open, available, or accessible when your customers need you; finding a good location; offering great parking; and ensuring a bright and cheerful ambience to your office, store, place of business, and even your Web site!

  • Service: Market research shows that what customers want most from any business they patronize is good, old-fashioned service.

  • Uniqueness: You can find no more-certain way to attract customers than to offer something they can’t get elsewhere.

  • Price: If you’re only selling price, you have to continue to lower that price, or come up with even better terms, on an ongoing basis in order to continue to attract new and existing customers. Make sure you’re offering several other benefits to your customers beyond price.