A short YouTube talk by Louis Massaro advising moving companies to identify and highlight customer pain points (e.g., packing, pricing transparency, damage risk) and to make prospective customers problem-aware so they choose the company that clearly solves those pains.
You know what's painful around the moving process? Is it packing? That sucks. If we're able to identify it's packing. Okay, good. Let's lean into that in our messaging. Right. Let's touch on the pain and show them the way out of the pain. What are their gains? What are they hoping to get out of the move? Do they just want their stuff from point A to point B or do they want it from point A to point B with no damage, with transparency on the pricing, no surprises on the day of the move? When people know that you could solve their problem, you're the company they want to go with. Whether they're problem aware or they're not problem aware, it's your job to make them problem aware. Well, I got this cheaper price from this company that says they could do it for half. If that was your grandmother, what would you say to her? Run, run. Don't. Don't sign with them.
