Have you ever been trapped by a salesperson who was intent on explaining every feature of his product or every detail of his company's history? Did you have the feeling that this person was talking “at” you rather than “with” you? If you are like most people, you took the first escape route possible. Are you guilty of “trapping” your customers with your marketing materials? Does your website focus solely on your company and your products with very little emphasis on your customers’ needs? Do your proposals focus on the features of your products or services rather than the benefits? Do your marketing materials waste your customers’ time with useless information rather than providing what they want and need to know? Effective marketing is customer-centered. People want to know what’s in it for them when they spend their money. Customer-centered marketing starts with a message that speaks directly to the needs of your customers. It clearly explains the pain points your products or services address, the solution you offer and why your solution is better than any other solution. To develop an effective marketing message, begin by asking yourself these questions:
Who are my customers? Who would benefit from owning my product or using my service? Be as specific as possible. Although your widget may be better than any other widget on the market, not everyone will benefit from owning one.
What pain point is important to each customer group? What problem or situation is so ‘painful’ that someone would be willing to spend money to eliminate it?
What solution do we offer? Think in terms of benefits, not features. What is the benefit you deliver to your customers through your product or service? Do they save time or money? Do you make their life easier or add convenience?
Why does our product offer the best solution to our customers? There is more than one solution to every problem. Your marketing should clearly establish why customers would benefit the most from your solution. Present this in a positive manner.
