Power Marketing Tip 45: Kitchens or Bridges: What are You Selling?

Kitchens or Bridges: What are you selling?

Customers don't care about your internal process - until it goes wrong. Customers don't care about how many trucks you have until it arrives late. Customers don't care about the ingredients until they decide they like it.

Concrete Formations

Here is a company that didn't understand this principle. Guess what this business (Concrete Formations) sells? Not bridges. Not curbs. They sell custom shaped kitchen counter tops.

Who would have guessed that from the company name? When I pointed this out to the business owner he seemed distressed that I didn't understand him.

He was selling kitchen counter tops that could be shaped as the customer wanted. It would look like marble at much less than the price of marble. But he saw himself as a concrete guy. Imagine a husband telling his wife that the concrete guy is coming to do the kitchen. Would she envision a cement truck backing up to the window?

When describing your product or choosing your company name consider what prospects might be looking for - in the yellow pages and online. Perhaps something about kitchens and custom shaped counter tops. I suggested that he rename his company or product with kitchen counter tops in the title. He looked at me as if I was strange.

If this was an affordable alternative to marble counter tops call it Faux Marble tops.

Some possible phrases might be:

Looks like marble

I can't believe it's not marble

Why pay for marble?

Kitchen counters shaped the way you want

Beautiful counters in your kitchen

Anything but Concrete!

Google "Concrete formations" and you will find bridges not kitchen counter tops.

Google your company and product names and see what you find.

Select company and product names that will attract customers.

George Torok
Power Marketing

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