Don’t Sell – Help Find a Solution
In marketing, a lot of small business owners make the mistake of focusing inwards. Their ad will look something like – “My product has these features, which is why it’s the best!” Everyone claims to be the best in business. But no one pays attention to this kind of messages anymore. When you decide to go this route anyway, you’ll be scratching your head several months from now and wonder why you’re not getting the results you want.
You need to understand that communication with your consumers is the key to successful marketing. You need to figure out what makes them tick. Ask those questions, do your research about their buying behavior, conduct focus groups if needed, and get answers. Here are the three essential questions in marketing:
Question 1: What is the root problem of the consumer?
It is important to look past your product and see what value it represents. Knowing the real reasons and motives behind a purchase of a product will help you find out why customers buy it. In essence, consumers don’t buy products or service; they are paying for the solution or experience it represents to them. When a customers walks into a store to buy a blender, but they don’t really want to buy a blender. They want to buy the easiest method of making strawberry shake.
Telling the consumer about how your blender can make a smoother shake would be more effective than outlining the technical features of your blender.
Question 2: What causes you to become uncomfortable with this purchase?
Consumers have experienced “buyer’s remorse” in the past. They don’t want to experience this emotional baggage again. To achieve this end, they are in a constant “cost-benefit” mode. As they are considering whether or not to buy a product, they are having a silent conversation to determine if the purchase is justified.
Common worries include how quickly they can recuperate the money they shell out for the purchase and whether the product is really right for them. They might also be deliberating whether or not it is better to buy from your competitor. Basically, you need to make them feel safe with their purchase.
Question 3: How Can I Exceed Customer Expectations?
No customer wants to feel that they are just another “wad of cash” for your business. They want to feel that they are way ahead of others when they buy from you. That’s the power of marketing. When customers feel like this, they will look forward to doing more business with you in the future.
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