Altyrian View

Every morning on my way to the agency I drive by a storage business – you know, one of those painted cement block places with a long line of metal garage doors down both sides of each building. I never paid much attention to the place until they posted a simply brilliant – and brilliantly simple – message on their sign:

“Boxes! Tape! Truck!”

It doesn’t get more simple and clear than those three words. The owner of that place has obviously figured out that the storage business isn’t so much about the space, it’s about the stuff. And helping people get their stuff into storage is the best way to build his company’s profits. What do people need to move their stuff? What else – boxes to pack it into, tape to seal the boxes and a truck to do the moving. If you’re a storage business, get people those things and you’ll get their business.

It’s clear and it’s effective – and that makes it good strategy.