Your marketing messages must tell your audience what you do, but also persuade them that you are the best at what you do. Your messages should be attention-grabbing statements, followed by reasons your target audience would want, need, and benefit from doing business with your repair shop.
There are two types of marketing messages you should develop. The first is referred to as a “Unique Sales Proposition”. This is essentially a brief statement that summarizes what sets you apart from other repair shops and solidifies your position in the marketplace.
Example USP: Your diesel engine drives your trucking business. When it breaks down, your business breaks down. Heavy Duty Diesel Repair is the area’s leading diesel engine repair shop, dedicated to delivering the fastest service, from estimate to repair. No one else has the expertise, flexibility, or capacity to complete repairs as fast as we can.
You can take your USP a step further and condense it into a tagline that your customers will remember and associate with your repair shop whenever they here your name or see your logo. Your tagline should be short and to the point, and focus on the unique business characteristic or benefit that is most appealing to your target customers. Ideally, your tagline should resonate with your target customers on an emotional level, compelling them to consider using your repair shop over others.
Example Tagline: Back on the Road Before you Know it!
The second type is a more complete marketing message strategy in the form of compelling statements or bullet points that support your Unique Sales Proposition. These statements should make a promise to your customers and provide proof to back it up. They should be used consistently and repetitively in your marketing and advertising materials to drive your message home.
To make your marketing messages more compelling and persuasive, they should meet the following objectives:
- Identify and understand your target customer’s problems or concerns.
- Explain why your business is best suited to solve their problems.
- Explain the benefits your customers will receive from your solutions.
Whenever possible, provide case studies or testimonials of how you solved other customer’s problems.
Key business characteristics and competitive advantages you should consider promoting in your marketing messages:
Reputation: Do you have a great reputation for doing what you say you will do?
Premium Quality: Do you provide the highest quality products and services, backed by warranties and guarantees?
Delivery: Do you consistently get repairs done on time or faster than the industry standard?
Capabilities: Do you service all diesel engine makes and models? Do you also repair off-road and construction/industrial vehicle types?
Customer Service: Is your staff friendly, knowledgeable and responsive? Do you provide fast, accurate repair estimates?
Knowledge/Expertise: Are your technicians certified in all aspects of diesel engine repair and maintenance? Can your service representatives answer any questions your customers may have?
Branding: Do your customers associate your repair shop with exceptional value, a positive image, and a great experience?
Price/Value: Do you to provide a competitive price for your products and services, while still maintaining high quality and excellent service?
Parts Selection: Do you offer alternative brand parts that may be more economical for your customer’s budget, but still provide excellent quality and a great warranty? Do you stock more parts than your competitors?
Finance: Do you offer flexible financing terms?