Keeping Your Business Special

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ClipArt fireworks. ‘Cause we’re classy.

The following article is a guest post by Lauren Tharp of LittleZotz Writing. Enjoy!

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The town I’m living in has ruined fireworks for me.

Let me back up.

In my hometown, we had a fireworks show once per year: On the Fourth of July (the United States’ Independence Day). And they were beautiful. I looked forward to them all year.

They were special.
And then I moved here.

Where I live now, there’s a burst of fireworks on Cinco de Mayo and then there’s a quiet period for about 3 weeks… And then there are NIGHTLY FIREWORKS from the start of June until mid-September.

No. I’m not joking.

Fireworks are no longer special.

And I’ve noticed a similar trend with businesses…

There’s a store a few blocks away that has had a “Grand Opening” banner hanging above its doors for nearly two years now. I shouldn’t have to say this, but: That’s just silly. If you’ve been in business for over two years, it’s hardly your grand opening anymore, is it? You’re just open.

No one in the area takes them seriously anymore. (If I were to place a wager, it’d be on their next sign saying “under new management” or “going out of business).

People pay attention. They know that the business’ main draw (“grand opening”/NEW store) is old news. It’s a sham.

This is also true of “limited time” offers that are available year long.

If someone visits your website and sees a “limited time” offer that’s been up for ages… They’re going to assume one of two things:

  1. Your product isn’t selling and you had to extend the “time limit” until it does sell, or,
  2. There actually isn’t any rush to buy your product and they can take as long as they want to nab it (which could very well be forever!).

And don’t you just hate “sale” prices that never change?

If a product has been “on sale” forever at a certain price… That isn’t the sale price. That’s just the price. (I mean, really. Who do they think they’re fooling?).

When done well, all of these things–grand openings, limited time offers, fabulous sales–are fantastic.

They’re special.

Keep them special.

Your customers will notice.

“I DIDN’T READ” RECAP: If you say everything about your business is “special” then none of it is. And your potential customers will mock you for being ridiculous.

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