Why Should They Care?
“Serving all your (fill in the blank) needs”
This is not an effective marketing message and I wish it would frankly just go away. When you are initially trying to attract a potential customer, it is important to tell them what is in it for them and why they should care right out of the gate. They are not interested in all the things you offer. They do not care that you are family-owned or running your business in your hometown – at least not initially.
I know that’s harsh. It’s tough to hear when you have opened a business and are fulfilling your passion to bring your product or service to the world. The truth is the business world is extremely competitive and you have to find ways to cut through the noise to make your products and services stand out. The sooner you understand that, the better you will be at getting your business in front of the right customers with the right message and blowing away your competition.
How do they feel?
Human behavior is an interesting thing. We want to believe that our decisions about where to shop for new shoes, which brand of shampoo we use or who is going to service our vehicle are rational decisions backed by research, a recommendation from a friend and so on. The truth is far more complex
Consumers typically make decisions based on emotion and then rationalize the decision afterward (confirmation bias). These emotional and rational decisions come from needs, desires, social norms and a host of other data being processed at any given moment in our hearts and minds.
Tapping into this knowledge and understanding what value the product or service brings to the consumer will make marketing messages so much more effective.
Most businesses do one or two of the following:
- Solve a problem
- Satisfy a need
- Fulfill a desire
Maybe you are a chiropractor. Most patients initially see a chiropractor because they have an alignment problem manifested by pain or discomfort. The chiropractor works to solve the problem.
A runner needs to run in a shoe that doesn’t hurt while also offering structural support. They seek out a brand that is going to give them optimal performance, support and comfort. If they want to continue being a runner, it is a need to have gear that prevents injury.
A bath and body product business sells products that make us feel luxurious, pampered and relaxed (my personal favorite). This is a desire. I don’t have to have the best scented bath products to get clean but having products in my favorite fragrances fulfills a desire to relax and unwind.
As I work with hundreds of advertisers in my publishing business, I find that often companies focus their advertising messages on what they do and how great they are. “Look at me! I opened my store and I am really happy about it!” But that won’t get people in the door.
Instead, focus on what you do for the customer. What is your unique selling proposition? What problems do you solve? What needs or desires can your product fulfill?
Only after you capture their attention and they begin to notice you can you go more in depth about your brand story and why you are in business.
You can transform your business by asking this question every time you think about communicating with your customer: why should they care? Answer that question, communicate it effectively and watch your business grow.
Do you want to develop your Unique Selling Proposition and grow your business? Download our free worksheet.