We Hate to Break it to You, BUT if you’re a business that produces content — nobody really cares about you.
… Do you need a tissue?
Cheer up. We’re sure your mother cares, but you’re probably going to need at least a few more customers to make payroll — so you’re basically in the same boat. As a business, it’s so easy to get caught up hyping your own awesomeness at the expense of putting yourself in your customers’ shoes — the people you really want to be talking to and about.
You can easily find evidence of this misstep everywhere online. Like carnival barkers, brands unapologetically shill their wares and themselves with swagger, barely coming up for air to speak to their customers’ needs. Telltale signs of this myopic approach are frequently found on business landing pages — aptly called things like:
• Who we are
• What we do
• How we do it
• Why we’re different
• Our philosophy
• Our vision
• Our mission
• About us
Me, me, me, me, me, me. And on, and on, and on, and on…
Don’t get us wrong. It’s not that you shouldn’t talk about the things typically disucussed on those pages — it’s just that you should always try to do it through the lens of what your values, vision, philosophy, USP, or in-store or online experience holds for your customer.
Instead of focusing so much on your brand, consider placing greater emphasis on answering the following questions:
• What problems do you solve for your customer (or help them avoid)?
• What value can your business add for your client?
• What benefits do your products or services provide?
• In what unique way do you serve your clients’ interests?
• What amazing customer experience do you offer?
Show that you understand the challenges your customers face, their unique needs, and how your products and services can improve their lives. Be generous in the information you provide. Offer something of value without asking for something in return .. at least not all the time.
If you do these things, you’ll earn trust. After all, it’s hard to trust someone who’s always talking about themselves — and always wants something from you. Begin building a relationship with potential customers by not asking for their money, their email address or anything else from them until you offer something of value.
If you do — when they are eventually ready to buy — they’ll feel that they’re doing business with a friend. They’ll also be more likely to give you the benefit of the doubt should you disappoint them in the future. They’ll probably be more loyal customers (read repeat business). And not only are they more likely to come back again and again, but they might just bring their friends — because friends like to introduce their friends to each other.
It can feel like a leap of faith to take your foot off the self-promotion gas pedal. But in an world where everyone is clamoring and competing for attention, sometimes the best way to get people to listen is to stop trying to outshout everyone else in the room.
Get into The Nexus: In what ways are you generous with your content? Share your thoughts in the comments below.