David Tillinger is the Corporate Counsel for Digital Room, Inc.. In addition to his legal duties, Mr. Tillinger took over the company's primary blog and management of the company's website content. He currently splits his time between legal work and internet authorship Mr. Tillinger has blogs at http://blog.uprinting.com and http://blog.mesrianilaw.com There is a certain sameness in advertising for professional service companies like Doctor’s offices and insurance agents. There really isn’t much that you can say about these companies other than to list what services are being offered. The key to advertising this sort of company is to sell yourself as much as the service. To that end, here are a few themes you can explore in your advertising to get people to want to deal with you:
There is a certain sameness in advertising for professional service companies like Doctor’s offices and insurance agents. There really isn’t much that you can say about these companies other than to list what services are being offered. The key to advertising this sort of company is to sell yourself as much as the service. To that end, here are a few themes you can explore in your advertising to get people to want to deal with you:
o Trustworthiness: Since people only see benefits from professional service companies when they have an accident or emergency, they don’t always trust them. To counteract this, you can weave reasons for a prospect to trust you into your advertising. Things like experience, tenure and involvement in the business and the length of time that you have served a particular community (i.e…. Serving Anytown’s Insurance Needs for 20 years) are great ways to establish a level of credibility for your company in your advertising.
o Convenience: Unfortunately, many people have had experiences with professional service companies in which they spent a lot of time and/or money in getting the services they needed. One of the elements that you can use in advertisements is to state that your company will do its best to make the process as quick and effective as possible. Phrase it as a personal commitment that you will personally do everything that you can to help make the process work.
o New and Novel: Another way to combat the sameness of business advertisements is to have something different. Whether it is offering a new program or plan, a new avenue for information like a website or blog, or a new offer, the more you can present your potential customers with something new and unique from your competition, the better off you are.
o Be an Elitist: No matter how much personal credibility you establish, a company is only as good as the companies it works with. You want to make sure that your prospects know that you are only dealing with the best companies, using the best equipment and the latest methods. People like to feel like they are discerning in choosing to work with the best providers and the more you can say to make yourself an elite option, the better the chances that potential customers will deal with you.
o Nothing Succeeds like Success. Although arrogance is never a great selling point, there is nothing wrong with acknowledging your own success. Letting people know how well you’ve done for other customers will no doubt lead them to believe that you can do the same for them.