I want to share a marketing tip with you today, which Apple used recently with enormous success. It starts with a question.
How big is the iPhone 6?
Ask an iPhone user and they will tell you it’s large. That’s because until now, iPhone users have been using 4 inch screens. Compared to a 4 inch screen, a 4.7 inch screen is large.
Ask an Android user how big the iPhone 6 is and they will say it’s average size, because they’ve had screens that size for years.
So, when Apple used the phrase, “Bigger than bigger”, to market the new iPhone models, they were talking directly to existing Apple customers. Of course, they also attracted the attention of Android users, who were holding out until Apple produced a bigger device.
What does this have to do with you and your business?
Your marketing promises
Think about some of the promises you make with your marketing. For example:
- We offer outstanding value.
- We provide a great service.
In each case, your prospective customer will be comparing your promise against their expectations.
So, who are you marketing to and what do they expect?
- If you’re marketing to people who are used to below average service and value, you can offer an average service and still meet their expectations.
- However, if you market to people who receive an average service, the service and value you promise will need to be significantly better than average. Otherwise, your marketing promises won’t match their expectations.
How to get it right
Before you claim to offer an outstanding service or amazing value, you need to know who your target customer is comparing you to. If you make grand statements with your marketing, yet prospective customers or clients think it sounds average when they review what you actually offer, you lose.
Most small business owners overestimate how good their services are and underestimate their competitors. They forget how passionate their competitors are and how hard they work. They know their own level of commitment and assume the others can’t possibly be trying as hard.
Here’s what to do next
Spend some time researching what your competitors offer. Google makes this relatively simple. Look at the range of services your competitors provide, the guarantees they offer and when possible, their fees or prices.
That will help you get a more accurate picture of what prospective clients see as average.
Then, look for ways to pump more value into what you provide. How much value? So much, that when a prospective customer matches your marketing promises with what you actually deliver, it exceeds their expectations. This is what motivates them to hire you or buy from you.
Tip: Read this – 3 Ideas to help you the next time they say you’re too expensive.