Why Your Customers Don’t Care About Your Products and Services

Why Your Customers Don’t Care About Your Products and Services written by John Jantsch read more at Duct Tape Marketing

The title of this post isn’t meant to sound harsh as it likely sounds, hear me out.

Your small business has a product or service, you’ve perfect your pitch, and now you are ready to share your business with the world. There are just so many benefits that you can’t wait to share it with everybody you see. You make sure to put on your site sentences like:

  • We are the best in the business
  • We have years of experience
  • We won’t sleep until the job is done

Because, hey, it shows how great your business is and why people should buy from you.

Unfortunately, when a business focuses only on the “we” aspect of their business, (and pretty much every business does including your competitors) the prospect is left to decide what their real problem is and how to solve it.

Here’s the cold, hard truth – nobody cares about you or what you sell (and nobody will ever care as much about what you’re selling as you do). While your business may be incredible, all your customers and prospects care about is what they want and need and they’ll go with the business that promised them that.

The company that can articulate the problem best – wins! It may not even be the company with the best product or service, but this is marketing and marketing is often initially about perception.

So the question is, how do you show your customers that you are the one without pointing out all of the amazing things about your business?

The answer?

You must spell out their problems. Once you do that, you can begin to connect your solution to their problems.

Solving your customer’s problems to get their business

Before you dive into the research to discover what those problems are, it is imperative that you have a firm understanding of who your ideal client is. This is the person you are trying to reach. Without truly understanding their wants and needs, you won’t be successful in marketing to them. Make this a priority above all else as it will impact all aspects of your business.

Your job as a business owner and marketer is to understand the problems people are trying to solve and match your solutions to those specific problems. That’s it. If you can do that, you’ve won the golden ticket.

As you may know, I sell marketing consulting services, and I highly doubt that my customers wake up in the morning and think, “you know what I wish I had, some marketing consulting.”

Instead, they may end up thinking “why do I keep losing projects to XYZ Consulting and why isn’t my revenue growing?” If you’re a business owner, these types of questions likely creep up all the time.

We are so in tune with the idea of promoting what we do and talking about our solutions, but you need to remember your prospects are not. A prospect just wants to know that you understand their problems that they’re trying to solve.

It’s important to try to solve your customer’s problem early in their journey. Businesses that build their content, web design and SEO practices around problem-solving will reach their ideal client’s buying journey at a much earlier point to do the kind of trust building that makes your solution the obvious choice.

Refocus your message

Matching your message to your ideal client is everything when it comes to marketing these days. You’ve got about five seconds to get and keep someone’s attention and you can’t waste that precious time with a message that doesn’t connect.

Make a list of the problems you solve for the clients you help the most (you can often pick up on this in conversations you have with them). When I work with businesses, I actually ask them to make a list all of their problems and challenges for me. This helps to give me an understanding of their needs from the very beginning without any ambiguity or guessing involved.

Take that information and change your messaging so that it’s no longer about you, and instead make it all about them.

Create trigger phrases

Your customers don’t know how to solve their problems, but they usually know what their problems are. If you can show that what you sell is the answer to their problems they won’t care what you call your solutions, they’ll just buy it to make their pain points go away.

Break down every solution you sell, every benefit you attribute to what you do, and map it back to a handful of what I like to call “trigger phrases.” Creating a list of trigger statements should be very high on your priority list.

For both marketers and business owners, you’ll have to do the work to create this map for your business based on brainstorming with your staff, the questions you find in forums, and through some planned, one-on-one time with your existing customers. A few questions you can ask your customers during that one-on-one time to get the answers you need include:

  1. What is the biggest challenge you are facing in your business?
  2. Why is it important that you find a solution to this challenge now?
  3. How hard have you worked to try to solve this challenge in the past?
  4. What about this challenge makes it so hard to solve or answer?
  5. How hard has it been to find an answer to your challenge?

Using keyword research can also be extremely useful in the quest for finding what your customers are looking for as well. Keyword research has become one of the master skills now for marketers because you have to get good at understanding intent because that’s where all the data is. You just need to know where to find it.

The phrases you generate can be questions or statements or even anecdotes, but they must come from the point of view of the customer.

Create a cheat sheet of trigger phrases that signal that the person saying them needs your service.

At the end of the day, you’ve got to be successful at uncovering ways to solve your customer’s problems that no one else is even talking about solving.

Do that, and you’ll be sure to make an impact.

If you enjoyed this post check out our Ultimate Marketing Strategy Plan for Small Business.

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How CMOs Are Helping Healthy Food Brands Secure Market Share

Consumer demand for healthy food is at an all-time high, leading Chief Marketing Officers (CMOs) to think outside of traditional marketing channels to put healthy brands directly in front of their target markets. The majority of healthy food brands are small in terms of size, compared to the established players, but with creative approaches, they are being discovered, leading to healthy growth and market share.

The more conventional marketing strategies also aren’t direct enough, leading many experts to focus on content marketing and social media. The following five steps outlined below explain the new-age strategy CMOs are using to help elevate these new brands.

1. Introduce new brands through creative social media campaigns

Brands in the health food space are forgoing the traditional launch strategies, like press releases, in favor of attracting interest across social media platforms. Brands can attract instant attention using custom videos, well-crafted content and other attraction assets to create early interest and product demand.

Many healthy food brands are relying heavily on YouTube, Twitter and Facebook initially. It’s important to master a few social media channels in the beginning, rather than on all of them. Finding success on just a few is more effective than just participating on all of them.

2. Share the brand’s story

Consumers are attracted to a brand on social media when they connect with its story—include the reason for the brand’s launch or highlight the people behind the brand so the consumer can make that personal connection.

Personal connections create loyal brand supporters who will purchase and introduce their friends and family to the brand. Every brand should have a detailed “About Us” page on their website that highlights all of this information, which can then be repurposed on social media to help share the story.

3. Create and distribute educational content assets

When creating content, CMOs are focusing on publishing assets that provide educational information, rather than content that is purely promotional. Popular content formats include information packed long-form blog posts, educational videos and infographics that consumers love to engage with and share on social media.

Every time someone likes, shares or comments on your social media content, it’s introduced to new eyes that may not be familiar with your brand. To capture a potential consumer’s attention, your content needs to provide value and something of interest. If it’s just a glorified advertisement, it won’t receive engagement or be shared.

4. Focus on specific lifestyles

For healthy food brands, the niche is smaller and may not appeal to the masses in the same way as a large brand. While there is a growing interest in healthy food, according to a HealthyYOU Vending report, there is also a very large percentage of the population that can’t afford to focus on healthy food; instead, selecting their food purchases based on affordability.

When running social media campaigns, target those consumers that tend to be active in a specific lifestyle that relates to healthy eating. For example, target CrossFit fans to place your offers and content in front of an audience that is interested in healthy food choices. Facebook offers the most extensive targeting options, making it a must-do.

5. Emphasize the ‘how’ rather than just the ‘why’

Consumers that tend to gravitate towards healthy food options are more interested in how the particular brand is beneficial, rather than why. They are fully capable of understanding that healthy food offers many benefits, but they will want to know how your particular brand is going to contribute to their health.

One popular trend is to create how-to videos that explain the benefits and give some behind- the-scene footage of the brand. This educates the consumer while building trust. It’s a very low-cost strategy that performs well.

Final Thoughts

Large food brands are slow to make the transition to healthier varieties, leaving the window of opportunity wide open for new, smaller, health-focused brands to thrive. The discovery strategy above will be continued to be used by leading CMOs in the industry, and optimized along the way, as new social media networks and content opportunities emerge.

Download The Guide to Social Media Marketing to learn how to align with your customers and followers and create a better perception of your brand. 

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