Businesses have this odd and strange habit. They want to
talk about themselves. Who they are and what they do. And what is with showing the building where you work? Why do I care?
Let me say this clearly.
The customer has a problem
needs something fixed or solved. They don’t need a laundry list of the 17
features of your gadget, device or cereal. Tell them what problem you can help them solve. Don’t
explain how you will do it.
Your first marketing message must be…
I understand that you have ________ problem. I can help you solve that
What happens is that everyone in the business wants to tell
a different story. Your IT department might want to explain how you use the
latest software. The operational folks may want to share that they are able to
ship your order quickly. Sales may want
to make sure you know that they are available to help 24/7. Marketing might
want to make sure you know that you have 55,032 likes on Facebook.
But in the customers mind, they may not be clear why they
should even speak to you.
“I have a problem. Who
can help me?”
“My product has 10
features. We have 32 distributors. We have 3 warehouses. Who wants to buy one of our 10,231 products?”
Check out these teas sold at Whole Foods.
They aren't telling me what they are made from but what they will do for me. Brilliant.
Stop telling potential customers what you do. Sell them a solution to a problem. Tell them a story that satisfies their needs.
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Labels: customer needs, features and benefits, Marketing Moments, story telling