Bruce’s Blog

Convenience: Don’t Underestimate Its Brand Value

Americans love convenience. And it regularly influences our choices in life.

Whether it’s as trivial as where to stop for gas, or as meaningful as where to work, convenience consistently comes into play either consciously or subconsciously when making choices. It’s far more influential than we realize.

My dog groomer recently vacated her suburban storefront and moved her business 8 miles southeast to a rural location. Her decision to relocate – based primarily on two very legitimate reasons: reducing overhead costs and upgrading facilities – has created a logistics inconvenience for me (and likely other busy suburbanites). However, for some the opposite may be true.

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My dog groomer is excellent at her trade, reasonably priced and provides good customer service. She has a lot going for her small business, but convenient location is no longer one of them for her suburban clients. It remains to be seen if the loss of this brand asset will cost her my business and others.

Convenience is a brand attribute that I’ve leveraged in the first two years of my freelance copywriting business. With an inconsistent flow of work, I can most always find a window to do a project within a reasonable amount of time. That’s a convenience story my clients highly value and like to hear.

Recently, however, I landed a high-volume retainer client who I’ve guaranteed 16 hours of work in my weekly schedule. Guess what? My convenience brand asset may become a tad tarnished as a result of the trade for the ongoing business. To me, though, it’s well worth it to have a steady flow of revenue from a Fortune 500 client in exchange for being a little less convenient to others.

Convenience – not too mention inconvenience – goes a long way in the minds of consumers regardless of the product or service being offered. It can’t be overlooked when evaluating the relevance of your brand in the marketplace.

Take convenience for what it’s worth, but understand to some customers that may be quite a lot.

Bruce Tieves is an accomplished freelance copywriter and brand aficionado. He specializes in creating buyer interest in products and services for businesses of all sizes.

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