Customer Service. When it comes right down to it, that’s why we’re all in business. I know, I know. You’re awesome and the world should hear of your legendary awesomeness. About that…no one actually cares. Your awards, your philosophy, your personality…unless you’re solving a problem for them, your customers don’t want to hear about it.
It’s a selfish world we live in. As a business, you have to use that to your advantage. We’ve all known that person who does nothing but talk about themselves. Customers won’t take time for that. If you prove to be nothing but a source of self-indulgent, waste-of-timeline-space, your potential customers will suddenly realize that it only takes two seconds to click a button. Unfollow.
What it’s all about?
I can tell you this much, it’s not the hokey pokey. It’s all about the customer.
I remember hearing a long time ago that the best way to make a friend is to get them to talk about themselves. In the same way, your marketing materials and especially your website, should all revolve around how you can help the customer. What problem are you solving for them? What pain are you relieving? You have to show them the value of being in a relationship with you. The truly great companies of our time will be the ones who know how to make the most friends.
Sounds easy enough, but what’s the catch?
Here’s where it gets a little more complicated. Although you want your materials to be focused on the customer, your customer still needs to know about you. This is going to require you to think like them. In order to think like them, you have to know them. Taking the time to get to know your target audience will help you exponentially when it comes time to adapt your marketing materials to focus on their wants and needs. Ask yourself: What would I want to see if I had that problem? What information would I need to gather? How would I want to be treated? Once you’ve answered these questions yourself, you can change the way you grab the attention of your audience.
Focus on linking the customer benefits to how awesome you are, and not the other way around.