If I ask you to name a fast food restaurant chain, you will do so rather quickly. If I ask you to name another fast food restaurant you’ll also do so rather quickly. Naming a third one is generally easy as well. Naming more than three becomes much more difficult, causing you to reach deeper into the annals of your memory bank.
Remembering a long series of numbers like 5554849993 is relatively difficult. Your phone number is broken into three short segments; an area code, an exchange, and your four digit number, to make it easier to remember. Recall is easier when a string of ten numbers is broken into three shorter parcels; (555) 484 – 9993.
Remembering a long string of benefits, prices and features about your business from one ad is equally difficult for your customers and prospects to remember.
If you have a number of reasons why your prospects should patronize your business versus your competitors’ then you must state each reason powerfully in a separate campaign, rather than boggling the consumer’s mind with a long string of benefits.
Most people can only capture three things from your ad. One of course, must be your name. Another must be how to contact you; either a phone number, physical location or online address. The third thing in every ad must tell your prospects why they should do business with you instead of your competitor.
When you don’t have a special sale or event to promote, using one of our Top Ten Tie-Breakers can cause customers to prefer you over your toughest competitor.
In marketing, a ‘tie-breaker’ is a benefit that positions your competitive advantage over your competitors if your prices are similar.