Most business owners come ingrained with a laser-like focus on their business. They'll swell with pride and "shout it from the rooftops" to tell you about their newest, exciting product or service. However, like the majority of people in business, they tend to take a business-focused approach, focusing on promoting the features or specs of the product and making sure that you know how this new product or service is the best of the best.
Herein lies the rub, as they say. While shouting it from the rooftops might seem like a good approach, customers don't necessarily want to hear about your business. Instead, they want to hear about how your company will help THEM. They are more concerned that you understand their need and are offering a solution to address it.
Here's where customer-centric writing and promotion comes in. Instead of writing with the focus on you and your business, you can stand out from the crowd by thinking about how your new product or service will benefit your customers. Writing with your client in mind demonstrates that you understand their needs and want to help them achieve their goals. Writing with empathy creates better connections, improved communication, and happier outcomes. Happy customers become your business's greatest fans.
Here are six steps to help you shift your perspective to be more customer-centric:
- List at least three to five main features of your business.
- Arrange the list beginning with the most important feature.
- Now look at the list, select the first feature, and dig down to what that feature means to your customer. For example, if you are in the tire business and one of the features is that you're within walking distance of a mall, then you might put "location" on your list.
- Step into your customer's mindset. What does your location mean for them? How will it solve their problem? The benefit is they can drop off their car, shop, have lunch, or meet a friend instead of sitting in a dull waiting room.
- Take the next feature you listed and then go through the same process. Rinse and repeat with the rest of the features.
If you've never looked at your business this way before, it's likely that you might not be sure of what your customers do want and need. How can you find out? That's where tip #6 comes in. Even if you've been in business for a while and think you know the needs of your customers, it's good to refresh your viewpoint.
- Pay attention to the questions they have and ask them for more information about what they're trying to do. Don't assume you know what they want, find out by talking to them.
Your customers are individuals, with goals and dreams unique to them. They come to you for help to make these happen. What does your company do for them? That's the direction your marketing writing needs to take.
When you practice customer-centric marketing, you not only differentiate yourself from competitors, you establish the basis for customer loyalty, repeat business, and word-of-mouth recommendations.