Understand Your Buyer > How People Work > The Local Effect
What is it?
We are more likely to engage with and buy from businesses that are nearer to us than farther away. Focussing on the location of your business in your messaging can be a deciding factor for potential buyers
Why does it work?
It works because we value speed and convenience looking to purchase something. A more local supplier means a quicker delivery or less travel time which are more appealing. Local businesses can also imply a local expertise, knowledge and trust over a more “faceless” corporate alternative.
How can you use it?
Depending on the nature of your business, referencing the geographical location you serve will help to engage and convert more clients. Include your location and focus area in your marketing and on your website to reassure those in the locality that you are the preferred choice for “locals”.
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