Why you should focus on one thing when marketing your brand

The other day I was driving down the interstate, one that I frequently use, and noticed that the billboard that typically houses a McDonald’s ad had changed. They were now advertising their Mighty Wings at only $3.

Well, that’s a deal. I thought, I will go and check it out.

I come up to the drive-through, and noticed the same ad right before the main menu. After a few minutes of thinking about the order, I ended up ordering $10 worth of food. $10! Wings, fries, a drink, and some more food to eat later.

Now, I’m not sure about you, but I think this is how a lot of people get convinced into purchasing more from a brand. You’re lured in interested in one item, and the next thing you know, you’re walking out with more than what you intended. But, that’s okay, because you needed it anyway, right? How many times have you walked into Target for one thing and leave with many more things?

I couldn’t help but realize that this is what small businesses need to be doing as well.

Many local establishments now offer a variety of products or services to their customers. I think of all the mom-and-pop boutiques I keep seeing direct mailers or local magazine ads for. And I think, oh, nothing. Just another home decor boutique in my area. But what if they, instead of advertising just that their store exists, advertise the fact that they have organic cotton shirts for babies? All of the sudden, it catches your attention, because they now aren’t just another boutique, but there’s a product that your “environmentally-conscious cousin who just had a baby and you need a gift for” might want?

And then you walk into their store, and walk out with the hippie shirt, a pacifier and also paid for gift wrapping. Genius, right?

Countless studies have shown that “less is more” and when consumers are faced with tons of options, they tend to convert less. The same goes for when you’re advertising your products or services. Sure, you’re another doctor in town or another grocer down the street — people see ads for those things all day, every day. But what’s going to make your advertising stick out? By sharpening your message and honing in on specific needs.

Not everyone is going to be craving wings when they see the McDonald’s ad. Not everyone will want an organic cotton baby shirt. But I can bet you that by simply stating that you’re another dentist in the area will not generate more interest than by saying that you provide teeth cleaning for XX amount of dollars.

In this age of information overload, cut through the clutter with clear, concise and specific messaging. It’s better to draw in a few prospects with one product, than to send out a generic message that will get lost in all the outside clutter.