There’s a used appliance store near our house.
I drive by it every time I come into town.
It looks like the definition of a “mom and pop” shop. It’s an old concrete building. And it hasn’t been painted in 20 years.
If you merged a thrift shop and an appliance store, you’d get this place.
But the owners decided to invest in an LED sign. It’s one of those multi-color signs that can display whatever image or message you want.
The first few times I drove by their sign was (oddly) deploying the Lowes logo.
The next time it said “Home Depot”.
Over the next week, I eventually figured out what the sign said.
Across three slides, it said:
- We beat the prices of…
- Home Depot
But here’s the thing: I had to drive by it about 10 times before I saw all the slides. And each slide stays on the screen for about 30 seconds.
Most of the time, they are just advertising their competitors…not typically a great marketing strategy.
They had less than 5 seconds to communicate their message. And they failed.
Now it’s easy to see overcomplicated signs and billboards, but most of us do the same thing on our websites.
People online are distracted. They are moving fast. They are consuming large amounts of content. And most of it isn’t yours.
You get 5 seconds to make an impact. If they can’t figure out what you do in the first 5 seconds, they’re gone.
And if you’re struggling to communicate your value proposition clearly, it’s not your fault. You have the curse of knowledge. You know what you do so well, that it’s hard to explain it simply.
The best thing you can do is get a fresh set of eyes on your messaging.
Before you go out and spend more $$$ on ads, you need to make sure that you’re explaining what you do. What’s the value?
Otherwise, you might as well dump the money down the drain.
If you’re struggling to connect with your audience and explain what to do, reach out to us. We’re happy to help. ==>> Get the right message.
Your Favorite Marketer,
Tyler @ Analytive
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