Don’t sell your business, sell your products

Sorry to be the one to break this to you, but your potential customers don’t care about your 85 years in business, family history or free parking.

By Simon Brierley, managing director, 2BR

They want to know what distinguishes the products or services that you’re offering from those they can get elsewhere. That could be quality, after sales service or, more often than not, price.

When planning your advertising campaign, you should emphasise why your prospective clients should be choosing you by focussing on factors that they care about, not what you’re most proud of.

That could be an offer on your most “mass market” product, or a loss leader or low margin sale that will initiate your first transaction and allow you to grow the relationship from there.

At 2BR our team can help you identify what you should “sell” in your advertising to ensure maximum return.

Now that we’re part of Global, we can not only advise you on market leading radio brands like 2BR, Heart, Classic FM, LBC and Capital but can offer a comprehensive marketing solution encompassing outdoor, radio, online, social, video, podcasts and more.

Get in touch today for a personal consultation with one of our creative team and a media adviser. Or book in to one of our free seminars in February at which you’ll receive tips and advice on targeting your advertising messages, and qualify for an exclusive LBV reader offer to kick-start your marketing in 2019.