There are only two types of customer question. What is he talking about? Is he barking mad? No! I mean in reference to marketing.
The first type of question is the question that customers do ask.
The second type of question is the type of question that customer should ask.
Those are two very, very, different animals but they will both help you in your marketing. Firstly, your marketing should be based on what the customer wants to know about you. So what is in it for the customer? Why should the customer buy from you?
They don’t want to hear everything about you so you’ve got to word it in their way and the best way to do that is to talk to them. The best way to talk to them – and I mean theoretical talking to them so in your blogging, in your emails and so on – to get inside their voice, to get inside their head, is to be answering their questions.
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Of course, there’s the basic questions.
- How much is your product?
- Is your product the best?
- What type should I have?
Etc etc. But then there are the ones they should ask, the ones they don’t know to ask because they’re not informed enough, yet.
If you work it correctly you can inform them and you can help them form a position where you are their trusted supplier.
Let me give you an example with my company Fire Protection Online. We sell fire extinguishers among other things. And a typical customer question is how much are your fire extinguishers?
That’s what they do ask and we answer that but a better question, what the customer should ask is,
- What is the lifetime cost of a fire extinguisher?
- What are the costs that are associated with owning a fire extinguisher?
What they don’t realize is when they buy one and they pay the £30 ($45) that’s not just a one off cost. There will be annual maintenance, there is a limited lifetime, there are parts used in maintenance, there are refills, there are tests every so often and these add considerably to the cost.
In my company we have very low prices for these things and we have completely different outlook on it but if the customers don’t know to ask that then they’ll never get to our true USP.
Do you see where I’m coming from?
What I’d like you to do is write down a list of questions that customers ask consistently and start to answer them in your written content. Start to answer them in your blog posts and use the questions as titles and then write down a list of questions that people should ask and start to answer those too.
Yeah, good isn’t it?
Tuesday Toolbox Tip
Tuesday’s Toolbox Tip is for one of the best pieces of software ever and, good news, it’s free! Dropbox.
Are you using Dropbox? Go to Dropbox.com. It will sit on your PC, it will sit on your Mac.
Dropbox is a storage system. You can store, you can back up and, if you’re clever and use it with a thing like Zapier or IFTTT (I’ll explain them some other time), then you can automate things.
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But Dropbox just works. I personally use the paid version for something around $100 a year and, for that payment, I get one Terabyte of storage (1000 gigabytes). Go take a look.
Another great tool you should have is from our sponsors at Rainmaker. .
Thank you for listening. I’ll see you soon.
