In your business, you have many functions. You are a business owner. You have to do a lot, but marketing and getting more customers is the most important.
Also, keeping the customers you’ve got is more important than anything else you could possibly do.
Now I know you are going to argue about that, but think of it this way, if you don’t have one single customer, you have no business. There is no point.
You can’t just do things and hope customers appear and hope customers like it.
You can do it all, you can do lots of things. I’ve tried lots of marketing techniques and all I get is crickets and nothingness.
And I then go on and do something else and try something else because I need customers all the time. I need new customers and I need keep those existing ones interested.
But there are things I would do that have no benefit and it is same in the other parts of your business. There are things you do that are great but they have no benefit if there is no one seeing and no one knows about it and no one buying.
Get Inside the Customer’s Head
So, we need to get inside our customer’s head to make the most of them. You are going to think to yourself, “Well I’ve got customers. It doesn’t matter, I don’t need any.
We’ve been going on for many years”, and that could be, could be construed as a little complacent, because I’ll tell you straight, customers are loyal to you right up until the point when someone offers them a better service.
Now they may have been coming to you for ages but there is some point or other, they are going to want to try something else. Try something new. Why wouldn’t they?
Have you never tried anything new? And no, not talking about that. That’s for another subject.
But people wish to develop, to get better, to try other things. Every now and again, have a change. Been going to that restaurant for ages, let’s try another one.
You didn’t do anything wrong. They just want to try something else. But so remember, you need new customers and in fact, let’s look at pizza.
Getting inside the head of people. You think you offer a good service but if someone orders a pizza to get delivered and you deliver it, that’s not enough. That is what they expected to get.
Remember, there is, it’s as simple as that. If you give the customer what they expect, that’s ordinary, anybody can do that.
Go the Extra Mile
In their head, they want more. They want to remember. You need to stand out. You need to be different.
When you deliver that pizza, remember Dominos? Obviously, you remember Dominos, but Dominos came out with if it is not delivered in 30 minutes or less you get your pizza free.
In fact, they have done so well with “delivered hot to you within 30 minutes or it’s free”, or whatever the offer was. They’ve done so well, they don’t even give that offer anymore.
Did anyone notice they took it away, their main selling point but it worked!
No, they didn’t have to give away loads of pizzas away for free. I’m sure they did but not enough to put them out of business. It worked. They did something different.
The actual Dominos business, the guys bought it. It was already there. The two brothers bought the Dominos thing and then one bother gave up and sold the business to his other brother for, in exchange for like a Volkswagen or something I’m sure I read, but anyway, and the other brother did it.
Can’t remember the name but pizzas were already being sold. They did something different and they stood out. They got inside the customer’s head so their customer could remember it really really really easily.
Now there are other examples but you, just this is the thing. Just don’t think that people owe you something.
If you just do what they pay for, what they expect to get and there’s no more, there’s no more B to B or B to C meaning business to business, business to consumer.
You are selling to a person. If you are in a B to B business, my Fire Protection Online is a B to B business but we sell to individuals.
The person may work for a business but it’s an individual. The way people interact now and they buy, it’s individual. So, don’t think of it like that.
Use Your Words
If you have a ‘call to action’ on your website, for example, if you have a what we call a lead magnet, where you give someone a free report or simple download in exchange for their email.
On the button, don’t put ‘submit’ or something like that.
Put ‘Give me my report now’. Use the wording that is in that person’s head. Remember this is the thing, ‘Get inside their head’.
Another consideration is this term, “Don’t be easily understood. Be impossible to misunderstand.”
So, if you’ve got a message,in your business, one of the things that I try and I encourage people to do is try and get down what you do in one or two lines. One line would be fantastic.
You can talk about USPs you know Unique Selling Propositions and all this kind of thing but it is not entirely necessary but just, if someone says what do you do?
Do you say, ‘I sell fire extinguishers’ or do you say, ‘we make fire safety easy for small businesses.’? I mean that’s not going to be necessarily the best. I’m just trying to think one of the top of my head.
But if you think of famous adverts, some have done brilliantly. Visine Eye Drops, ‘Visine Eye Drops gets the red out’. How cool is that! You think, oh I know what eye drops do but that. That’s what it does.
How about when the iPod was first developed. When they are talking about how to market it. They were already mp3 players.
It was not the first. Apple did not invent the mp3 player. Invented the iPod which became the de facto name because somebody came up with the thing and is marketed as 1 thousand songs in your pocket.
How did everyone else try to describe their mp3 players? But that for something you had no idea what it was, you never had one, you could suddenly understand it and you were inside the customer’s head because they talk in terms of songs. A thousand songs?
They didn’t say, ‘oh you can fit umpteen hours of listening’ or ‘you can get 2 gigabytes’ or whatever it was, they said, ‘and it’s in your pocket. ‘Oh I see, songs in my pocket. Yeah my Walkman doesn’t fit in my pocket’. Exactly.
Clients want what they want. You supply a service that needs to be reworded to be what they want without changing your actual service.
So, you need to get the wording in a way that is what they want. Not what you want to give them. They’re still going to get the same service but you want to word it in a way that is in their head.
Have I gone over that enough? I reckon. I’m sorry but am I on my high horse, am I standing on soap box? But it really is that.
Don’t use terms on your website. Don’t have a thing that says Services, Products and stuff. Use something else, use something more descriptive, but descriptive in a way that is similar to what the customer wants to hear.
Now last. I’m trying to think now. On episode 389 last Thursday, we talked about an easier method to do keyword research. If you go back to that, you will find I made some suggestions for finding what is inside a customer’s head and the words that they use.
They will also help this, but remember a customer wants what they want.
They want more than you are proposing to give. They want you to stand out so that they want, so they can remember you and they want it phrased. Everything you do, they want it phrased in their wording and something that means something to them. That is for them. That they can see the benefit of. This, trust me will change all your literature, your quotes, your website, your content, your guest post, everything, everything you do. If you can get that, you are on to a winning customer my friend.
Tuesday Toolbox Tip
Anyway, so it’s Tuesday, as you are well aware. So, time for a Tuesday Toolbox Tip and today, have you ever had an online meeting? You’ve done Skype, and things like that or you have made a phone call but what if you were with the people overseas. Well, Join Me, www.Join.me is from the ‘Log Me In’ people. It is free, free. F-R-E-E, no cost and it’s a free screen sharing unlimited audio, ridiculously simple video conferencing site. It’s dead easy. You just sign up and it shows you how to use it, you don’t have to be any tech whiz, even I can do it. I highly recommend it. That is when it’s free, that works and it’s good for ya. That’s it. Click here to instantly download our FREE Book “The 71 Ultimate Marketing Tools”
By the way, have I told you about our free marketing course? www.Freemarketingcourse.co. Simple, kind of teaches everything I know and it’s over 12 days, it’s free, delivered to your inbox, little short video one or two, five minutes, six minutes each one, and it shows you everything and a bit more of what I talk about on and on in these podcasts. Go on, go give it a go.
And I also strongly recommend tomorrow we have the infamous Tucker Max. If you don’t know who Tucker Max is, Google him.
I think this must be the only time he’s ever not sworn. I think he got one through, but we have him speaking clean English.
He is a fascinating guy and he is on our expert interview series tomorrow Be sure and tune in!