I’m new in town and have never heard of your business before. I’m looking for an explanation that’s as quick and easy to read as a street sign.
You have just a few seconds to convey to me what your local business offers and why customers like it. Then I’ll take a few seconds to determine whether what you’ve said matches my needs.
From this moment forward, we either walk the next steps of the consumer-brand journey arm-in-arm, or I wing off in another direction looking for a better match. I could become a loyal customer for decades, or I might never think of your business again.