No one cares about your business...#2
- Adrian Dionisio - business737 owner
- Oct 6, 2020
- 3 min read
Updated: Mar 17, 2024
Sorry to break the bad news, but customers don't care about you. No one cares about you. You're just another business trying to make a buck. No one trusts you.
No one cares what you do as a business, they only care about what it means to them. If you don’t understand this you will not attract customers. You will lose the customer. It's all about the customer, it has to be about the customer.
Customers don’t care about you, they care about themselves. They want to know how by dealing with you will they be better off. How are you going to create advantage for them?
Consultancy fundamentals
Your marketing and communications are how you will let your customer know "what's in it for them". Explain how you have something of "value" for them. Don't just talk about your product or service. This should not be the main objective of your communications.
The issues and problems of your customers is more important and relevant. Customers only care about your business in so far as what it means to them and what it can do for them.
So let the customer know what value you can offer them and how you can fulfil their desires or solve their problems. Businesses have to make it all about the customer, make your customer the champion.
A tax or financial advisor can promote where he studied and where he has worked but the customer really wants to know that he can save them money whilst having peace of mind. A personal fitness trainer can advertise what their routines involve and how the sessions are set up but the customer wants to know that they can get them fit, healthy and feeling great!
Whatever the business the same principle applies. This is even more relevant as we have leapt into the digital age. To make yourself stand out from the crowd your priority should be to immediately let your customer know what's in it for them.
Often businesses leave it for the customers to make their own inferences. This can work for well established brands who have already done the groundwork and established themselves. For the majority of businesses it is better to spell it out and cut to the chase. Without focusing on added value it is doubtful the customer will be engaged, meaning you may miss the mark in this digital age
If you focus communications only on your product of service you are unlikely to connect emotionally with your customer, so less likely that this marketing will be shared, and this means missing out on one of the most successful effective marketing routes on the modern day.
The business world of today
In this day and age most products and services are good if not excellent. Businesses have multiple similar competitors all offering more or less the same thing. We live in a BUYERS WORLD. The buyer can buy from anywhere in the world with numerous choices available at their fingertips in seconds.
This is exactly why as a business you need to get differential advantage through the way you speak to and relate to your customers. Of course a good product is essential, but it’s the way you relate to your market that is equally as important. Acquire a deep understanding of how the markets work, who are the decisions makers and what is the value your business has added.
Let's see how these concepts are reflected in the biggest businesses in the world. An incredible 76% of all corporate value is in intangible. What are these intangibles that make up such a huge percentage of their value? It's their relationship with their customers. Their relationships with the market. Their brand name
The customer doesn’t want your product specifically, they want their problems solved. As a business it is advisable to look for ways to avoid costs and add value. Customers seldom know what they want, you just have to make the customers life easier, more comfortable and more fun!
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