If you’re celebrating two decades or more in business, you have a lot to be proud of. We’ve all heard the stats of how few businesses survive their first year or two, let alone grow their company and expand their team.
But that doesn’t mean it should top the list of information included in your marketing materials. Here’s why:
It’s probably not a deciding factor for most buyers. If I’m choosing between two comparable companies to paint my home or walk my dog, the amount of time they’ve spent painting or walking may not be relevant. What I care about is how knowledgeable each company is and how well they’ll complete the work I’ve paid for them to do.
Milestone anniversaries aren’t unheard of. While 20 years in business is a major milestone for any business, it’s not unique. We can all think of several businesses that have reached that milestone within the last year or two.
Your milestone doesn’t address my needs.This circles back to the first point: your marketing should always focus on telling clients how you can help them reach their own goals and milestones. Talking about our own successes may boost our own egos, but that doesn’t entice potential customers to buy.
Here are some things you could focus on instead:
Discuss how the industry has changed since you first started. The benefit of having decades of experience under your belt is you’ve seen industry changes first-hand. Draw attention to those changes and allow those comparisons to SHOW your clients how talented and experienced you are, without bragging to your audience.
Share a testimonial. Allow your repeat clients the opportunity to share their story. If they’ve been working with you for years, their testimonial will showcase your longevity and highlight how you help your clients reach their goals.
Look to the future.With your experience, you can predict how the industry will grow and change, based on how it’s developed over the last decades.
Milestones can be powerful, when used correctly. Allow them to accent your marketing message, without distracting from your primary focus: your buyers. You’ll be amazed at the response.
