Wouldn’t it be great if people really understood what your business is about? In short, how to explain what you do so that your potential client understands it. Well, maybe not …
“If I could just explain what I do, I know people would be interested .” This is more or less what we tell ourselves. We thought that if people understood what our business is about, customers would fly out the door.
But my experience is very different. In fact, I have observed the exact opposite. Even when people know exactly what you do in absolute detail, they’re not more likely to do business with you.
You can even drive people away by talking about what you do. “How can this be?” you exclaim, when you take more and more work to explain what your services are about. This is a very difficult habit to break.
Because? Because our attention is focused in the wrong direction. That way our marketing is all about us. Sure, you’ve heard that before, but I want to make it even clearer.
To Do This We Need To Carry Out A Simple “Marketing Experiment”.
I want to imagine that you have switched places with your current and potential customers. You have become them. Now, you no longer see through your eyes but through theirs.
And now imagine that you (they) are looking for business coaching services on the Internet, for example. You write the keywords: Business Coaching DF (or the name of your city) and the search engine generates a list of businesses. Take a look at some of them.
Please do it now. I’ll wait for you.
What do you observe first?
Did you notice the design and the appearance of the page? The attractiveness of the site on a scale from “ugly to beautiful.” Notice that the more attractive you find it, the more you want to look at it. This all happened in a second or two.
What do you notice next?
You start by reading the text on the page. You can read a headline, navigation, or part of the text. What attracts you the most and makes you get more into the site?
There are a lot of options here. Are you more drawn to reading information about the type of clients they work with and the results they have achieved for those clients, or are you more drawn to reading all the information about them, who they are, and what they do?
I bet you’re more attracted to the former. TRUE? Don’t believe me, take the trouble to go through various websites and see what naturally attracts your attention.
Do you want to know more or what you see does not stimulate you to continue learning? Are you interested in the “Testimonials and Case Studies” section or do you find the “About Us” page more interesting?
Pay attention to which sections you automatically go to on the website and how you feel when you leave.
At this point, you will surely have reached some conclusions. Here are mine:
.1. An attractive website, well designed, well written, and easy to read, draws you in and makes you stay longer. Keep in mind that this has nothing to do with what you do!
.2. You are drawn to information that “gets out to meet you wherever you are”, meaning that it is clear who the coach is talking to (we are working with a coaching example, remember?) and seems to understand who you are and what your goals are. challenges. Again, this isn’t really about what you do.
.3. You are attracted to results, testimonials, and case studies, but only when they are believable and do not “oversell” and talk about results that you can really relate to.
.4 . Finally, you will want to know how the coach works, how her services are structured, and how you can get in touch with her or hers.
.And if your conclusions and mine have enough points in common, now I ask you, what conclusions have you reached? Perhaps you have already realized that “what you do and how you do it” is not really as important as you thought.
It may have surprised you how much appearance and design have to do with a positive impression before you knew anything else about the business.
And you might be a bit frustrated that most websites don’t communicate very authentically how they can help their customers. They often focus more on generalities: “You are going to see impressive increases in productivity.”
Now ask yourself: “Given these observations and insights, are you putting your marketing focus in the right place?” Don’t you have to focus on so many other things before explaining what you do? Isn’t it more important to create a welcoming environment and talk to your prospects about the results in a way that is both credible and compelling?
All this is also true if you meet someone face to face.
The dynamic is the same. People make a snap judgment of you in a second or two before they hear your message.
How you dress, the type of eye contact, your smile, and your handshake all communicate in subtle yet powerful ways. And then when you open your mouth, do you say something interesting and stimulating that is related to the results, or do you talk all the time about yourself?
The more you can observe what appeals to you, the easier it will be to develop a marketing approach that, above all else, directly addresses the needs of your customers.