Why does it matter TO YOUR CUSTOMER?!
Everything you do for your business- marketing, sales, public relations—-EVERYTHING…should be run through this filter:
WHY DOES IT MATTER TO MY CUSTOMER?
First we have to look at what motivates people to buy a service or a product, particularly craftsman service:
To show off to friends/status
To make themselves feel good
To have security
To improve their comfort
To make things easier
To increase the value of their home
To improve efficiency
To make their home more functional
These are a handful of reasons WHY people might by your service. We need to have this in mind whenever we speak about or write about our service.
How does your service improve your customers lives?
We need to mould our narrative with the customer in mind.
My CRINGIEST example is when I see an advertising like this:
“Atlanta’s Gutter Cleaning Experts since 1998”
Why does being an “expert” matter to the homeowner?
Why does being open since 1998 matter to the homeowner?
One of these two topics could be hit in ONE extra sentence or a restructuring of the whole Ad.
“We are Atlanta’s Gutter Experts since 1998. 280,000 of your neighbors have chosen to use us. We keep your gutters clear to protect your biggest investment!”
So, we’re telling the homeowner that we’re maintaining the value of their home. People LIKE it when you talk about protecting their “investment”. That’s MONEY. We’re using much more persuasive terms.
This company could do a MUCH better job in pointing out why their service MATTERS to the homeowner.
Another trend is the use of the words “QUALITY” and “PROFESSIONAL.”
You’ll notice EVERY contractor who writes ads uses these words in their copywriting.
BUT WHY?! What does “QUALITY” mean to the homeowner? What does that do for them?
“John’s carpentry - A quality finish that’ll be the talk of the party!”
“John’s carpentry - A professional finish because you deserve the best.”
Don’t just throw out these words. Use them as a persuasion tool. People read these words and see hundreds of ads with the same language.
Make YOUR CUSTOMER the HERO of the story! Make YOUR CUSTOMER the MAIN CHARACTER! Everything you do is meant to solve a problem for YOUR CUSTOMER and make them FEEL GOOD.
So, we looked at written ads briefly.
What about when you’re talking about yourself in a sales situation?
When we talk about how long you’ve been in business:
“Yes, I’ve been in business for 15 years.”
Okay. Blah, blah, blah. NUMBERS.
WHY DOES IT MATTER TO YOUR CUSTOMER?!
“Yes, I’ve been in business 15 years so you know your home will be in good hands and you’ll get good results that you can enjoy for a long time.”
We’re back to making the customer the main character and speaking to their feeling of ENJOYMENT when you’re done with your work.
Tell the people WHY it matters.
Everyone says they take PRIDE in their work! Tell them why it matters.
Everyone says they do QUALITY work! Tell them why it matters.
Everyone says they are a PROFESSIONAL! Tell them why it matters.
If you advocate for, and keep your CUSTOMERS INTERESTS FIRST…they will take care of you.
But you won’t get there using words without explaining the meaning and why it matters to the customer.
REMEMBER:
WHY DOES IT MATTER TO THE CUSTOMER?
Remember the reasons people buy and gear all your presentations towards that.
You, my friend, are a PERSUASION GENIUS.