As a business owner you’ve got a product or service that you’re selling. Naturally, you’ll want to talk about this all the time and share all the features that your product or service has.
You’re super excited about what you have to offer. This is a good thing. However, too many business owners end up focusing on their product or service too much, which can actually end up being a detriment to your business.
When a customer is thinking about working with you they only care about what’s in it for them. This means that even if you have the exact service they need if you’re not positioning it the right way, they could move on to someone else.
Below we look at a few ways you can better position your business around the problems your customers are having, so you can sell more and watch your business grow.
As humans, we’re inherently concerned about getting our own needs met, especially in a purchasing decision. Even if you have the best business in the world, if you’re not speaking to your customer’s pain points and framing your business around that, then you’re not going to sell as much. It’s that simple.
The job of your business, especially your marketing, is to speak to the problems of your target market and really show that you understand these problems, then position your company as the best solution possible.
Being able to speak to your customer’s problems means that you need to have a deep understanding of your target customer. What keeps them up at night? What are they really trying to solve when they buy something from you?
Below we look at three ways you can improve your messaging and develop a deeper understanding of your customers.
You’re not selling products or services. You’re selling solutions. The crux of your marketing should be to build trust, by showing that you understand your customer’s problems, wants, needs, and desires.
By building this level of emotional trust with your potential customers, it’ll be a no-brainer for them to buy from you when the time comes.
Your products and services aren’t just something you’re selling. They’re the solution your customers have been looking for.
To tailor your message to your customer’s problems you need to listen to what they’re actually saying.
To start, make a list of all the problems you’re helping to solve in your customer’s lives.
Next, if you have any past clients who you’re familiar with, see if you can get them on the phone or email them asking why they ended up working with you, and what kinds of problems you were able to solve for them.
Next, you can start digging around online. For example, there’s Quora which is a goldmine of questions and problems related to your niche. There’s also probably some niche-relevant forums, Facebook, or LinkedIn groups where potential customers are asking questions. There’s also mining for comments on any existing digital channels you have, like a YouTube channel, a blog, a social media page, and more.
You can even dive into keyword research to better understand the needs of your market and see what problem-focused phrases they’re actually using to search.
Now that you’re equipped with a better understanding of your customer’s problems and needs. It’s time to wrap those phrases that you’ve uncovered into your own marketing. The more you can mirror your customer’s actual language the more they’ll trust you.
You don’t have to use entire paragraphs of text but instead look for recurring themes and words that come up again and again. These words are incredibly valuable and can act as triggers to get your customers to take action while demonstrating your own understanding of their needs.
By speaking to your customer’s problems and selling your products and services as a solution to those problems, your marketing will become much more effective.
Hopefully, the tips above will help you get more value out of your brand and see your sales start to increase. If you’re interested in having a team of professional help you improve your existing brand, then reach out to our team today.
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