First step to enticing your busy customer: stop talking about yourself.
Have you ever been on a date with someone who spends the evening telling you how fabulous they are? That’s how most customers feel looking at a website, brochure, or in a sales call. Of course, they want to find about your company, but the reason they are interested is because they have a problem to solve. Their perception is that something in their lives is either broken or could be improved.
So, here is a good rule of thumb. If you’re developing customer-facing communication of any kind answer this question first: How can your company address their issue?
This begs the question, what is their issue? Many companies have success without considering their customer’s actual needs. It’s a happy accident that’s difficult to repeat. It could have generated a fair amount or revenue and can be celebrated—right up until the time it starts to plateau or decline. Then what? Hopefully, another happy accident. It can happen if you’re lucky. I’ve never been one to bank on luck.
Some companies consider customer needs just long enough to convince themselves they need whatever the company is offering. The motivation for not looking too closely is that they may have to reinvent themselves and their offerings in the future. What a scary thought especially if you don’t understand your customers needs or why they are making their purchase decision.
The final option is my favorite. Know your customer and know your company. Find the bridge that connects the two. It takes discipline and resources, but it will make your customer feel special which in turn breeds loyalty and long term stability.
It’s just like a great date where the other person is actually interested in you and your life.