Why do people choose you? Not your competitor with the fancy logo, or the new guys who undercuts everyone’s prices, you – why do they choose you?
Online is busy. It’s easy to get lost. You need to be clear about how you can help your people – and prospective customers or clients – solve their problems. Otherwise the people you want (and need!) to reach might not hear your message.
When I say, ‘solving problems’, I don’t just mean that you run a garage for vintage cars, the type that often break down, with teeny, expensive parts that need to be shipped from Germany; or that you sell low-cost mobile phones to cash-strapped students from a high street shop.
Depending on your market, the plumpest cushion in the perfect shade of teal can make a customer smile. If it means: a sofa to sink into when the kids are (finally!) in bed/a sitting room colour scheme coming together/the perfect birthday present dilemma solved – then that is what you focus on.
So, why do your customers choose you? If you don’t know find out. Use your mailing list and offer incentives if you think your crowd need them to click ‘reply’. If you have a core of trusted clients who you can call, pick up the phone. Ask them what they want and need from you online. Step over any guilt you have about ‘bothering people’ or ‘wasting their time’. If they don’t want to talk to you, or are simply too busy, they can say so.
Can you imagine a company you like calling to ask you this? How would you feel? I would hazard a guess that ‘valued’ and ‘listened to’ would feature. Both are excellent things for a happy client or customer to feel.
Then make a good old-fashioned list. I’m a paper and pen person. I know clients who are happiest when they are 500 rows deep into an excel spreadsheet. Whatever your list looks like, whatever works best for you and your business needs, just make a damn list.
Why? Because, if you can prioritise what helps your customers to live their best life, whatever that means for them, then they will stay with you as you pivot.
If you can also help them to sleep soundly, without waking, brain whirring at 3.27am, then whatever it is you do or sell – you really are winning.