I've been driving past this billboard for months now, and every time I see it, there is a visceral negative reaction in my marketing gut.
Exit Realty is Growing: So what? What's in it for me?
If your company is growing in some form or another, surely that makes you happy. However, how does boasting about your own growth help me? Why should that make me pick up the phone, or trust you above a dozen other outfits that are willing to post signs beating their own drum?
Speaking of picking up the phone, it might be a nice idea to have a phone number or website on your advertising, too. Just sayin'...
Then there's the name. I realize that "exiting" is one aspect of moving, but perhaps a name that has more positive or aspirational connotations would be helpful? If there are two billboards side by side, one from Exit Realty and one from, say, Open Door Realty, guess which one is likely to receive a call?
I'm all for business growth, of course. And there's a time, and a place, and a way to express one's success. But if you're about growing, focus on the customer. If you want to introduce yourself to me and entice my interest in a few seconds' span, remove as many barriers as possible. You may be growing, but there's something you ought to be knowing.
If I'm selling my house, it's not about you!
Steve Woodruff is the world's only Clarity Therapist. He connects people with their purpose, their message, and with other people in order to create new business opportunities. He writes at the SteveWoodruff.com.
Steve is an unusual hybrid of conceptualizer, strategist, marketer, analyst, wordsmith, semi-techie, and all-around decent fellow, except when there's bad coffee or lousy wine.