November 27, 2006
Get Inside Your Customer’s Head
A lot of businesses make the mistake of talking about themselves instead of talking about their customers. I’ve written here many times about the importance of stressing benefits, benefits, and more benefits. To put it another way, try to look at it like this:
You know your customer is already having a conversation with himself inside his own head. He’s talking about the problem he’s trying to fix, but he’s not sure how. He’s certain there has got to be a solution somewhere, but he’s not quite sure where it is or how he’ll recognize it once he finds it.
The key to making sure your marketing hits the mark everytime is to understand this conversation your customers are having inside their own head, then inject yourself and your solution into the conversation. When you know the issues they’re struggling with and present the answers via your marketing materials, you’ll find your marketing to be 100x’s more effective than any type of image advertising you could ever do.
So, figure out the conversation going on inside their head, craft an answer that ties the solution to your service, and present the solution via a direct response marketing mechanism.
Filed under Lawn Care Marketing by Chestin
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