Even in a small area, most businesses have competitors -- so posts that show why users should choose your client are as good as gold.
Why would I choose one business over another?
Because the people who work there like their jobs -- and their customers. Whether you walk into a store, or a plumber comes to you, dealing with a local business is a social experience. It’s like visiting a good neighbor. Show readers your client’s personality and values with a post like this: Epic Battle in Norwich.
Because another customer had a good experience. Ask your client to connect you with a satisfied customer, and send the customer four questions by email. Ask for a picture of the customer, make sure you have their permission to publish their name and answers, and post!
If you’re a satisfied customer yourself, write your own testimonial -- be specific, and keep it real. Here’s a great example: The Cobbler Who Saved the Christmas Coats.
Because the business cares about the same things I care about. Consider this post: The Government Refused to Ban This Pesticide. Here Are Some Local Farms Who Won’t Use It.
That title is so long! But it grabs my attention -- and the post delivers solid, factual information about the pesticide along with a list of local farmers who avoid it. This post was published by the Co-op Food Stores. It barely mentions the Co-op, but it sure tells you where the Co-op comes from. And that -- aside from the pesticide -- is the point.
Bonus: You can also read some tips on good testimonials from Ken Davis, the storyteller who wrote Christmas Coats and the Pesticide Ban.