If Your Restaurant Customer is Chinese, Then Speak Mandarin.

This may seem simple, but you need to give customers what they want, not what you think they want. And, if you do this, people will keep coming back. – John Ilhan

To create compelling and, most importantly, effective restaurant marketing materials you’ll need to make sure that you are saying something that will make your customer take notice and want to give you their business. This is where having spent time understanding who your customer is and what they are looking for in your product or service will pay off. This fine-tuned knowledge will mean you avoid ‘copy cat marketing’ and by doing something different from what everyone else is offering, you will stand out in a crowded market, and succeed above your competitors.

The number one most important thing to remember when preparing to speak with your customers is that you sell a SOLUTION TO YOUR CUSTOMER’S PROBLEM, not a product or service. An insurance salesman sells peace of mind, not an insurance policy. Weight loss programs sell a positive self-image, not diet pills. Even if you think your business isn’t about solving problems, it is. Take your restaurant, for example, you may think that a restaurant doesn’t solve problems. But that is not entirely true. They do indeed solve problems, and fill customers needs. Perhaps the customer’s problem is being hungry, or perhaps he is bored or looking for some romance, or excitement, or maybe he wants to eat healthy food even though he has only 30 minutes for lunch during his workday. Whatever services the restaurant has, the real thing that it is providing is a solution to their customer’s problems.

Speak to these issues. State how you will solve your customer’s problem as clearly and bluntly as possible and you are on your way to great messaging that will attract customers and encourage them to give you their business. To achieve a succinct and powerful marketing message begin by identifying what the 3 main benefits that your business gives your customers. Remember to answer the real needs of your customers.

As you develop your messaging and begin applying it to your marketing materials continually ask yourself the following questions: Does it best talk about the solution that my customer is looking for? Am I selling a solution to their problem, or am I merely selling my business and myself?