I had a potential client email me… ask about the details of working with me and Customore.com , they sent me their website. so I could see what they were about.
I looked at the website… read a few a pages and I thought to myself… “soo… what do you do?” – i literally had no idea!
I won’t give their URL, because this is not a personal attack, there’s no benefit in that and deep down I just don’t want them to feel bad.
Still to this day, I don’t really know what they do. I assume it’s something to do with IT.
If I was to have a guess I would say they did server and system integrations.. But that’s a guess, and I have IT experience… so it should have been a little more obvious to me.
When designing their site and writing the words.. They should’ve asked themselves “who are our customers/clients?”
“What are we actually selling?
“When we’re finished doing what we do, what do our customers now have?”
I HAD NO IDEA what the answer to these questions were.
And that’s a huge problem (for them). It’s a big mistake that SO MANY BUSINESSES Make. not just them. And 8 years ago, I’m sure I made the same mistake.
It reminded me of a story, I was at a home.. It was mid week.
There was a knock on the door, it was a Sales Rep. He said:
“I’m from the Australian something society…”
But he said it SO fast! He’s heard it 200x that day.. And is probably tired of saying it… so he mumbles through it.. And says it 200km an hour.
What was my response to this..?
“I’m sorry, what?”
That’s the last thing you want your customer to be thinking or to reply with, right? (after you introduce yourself)
Wouldn’t it be much easier… if he slowed down a little and said it all slowly.. At least then, I know what he’s knocking on my door for?
Do you think that’s a better starting point?
I’m not trying to be rude, I’m trying to help the guy. I’m sure he’s not reading this… and anyway, the LESSON IS FOR YOU!
And it’s a good reminder for me also.
You should never stop perfecting your message.
What’s my message? →
“My name is Craig Marty, I help Australian businesses market themselves better.. And get more customers.”
It’s hard to look at yourself and hear yourself objectively… to step outside yourself and think… now… if I was a stranger… not knowing anything… what am I seeing, thinking and hearing?
But that’s exactly what you have to do.
OR… have someone else read your blurb, look at your website or WHATEVER IT IS YOU’RE WORKING on and to tell you 2 things…
Here they are:
- Ask them to tell you… “who are my target customers?”. and:
- When their finished paying for my service… what are they going to actually have as a result / what’s the outcome of being my customer?
If their answers are not crystal clear… you have a problem.
It’s a messaging problem. You’re not giving off the right message… the right vibes.
It’s not easy. I get it. I really get it. It’s a very common thing I fix when working with a new client.
It’s not easy. There’s a bit of a science to it.
What do you do for your customers?
Do you mow their lawns? If you mow lawns… that’s not what you do for them.
Being a lawn mower, does not mean you mow peoples lawns. That’s the surface level stuff. Very surface level. And it’s what everyone else is saying. Every other lawn mower out there, is saying the same thing: “I mow lawns…”
If you’re a lawn mower… and that’s what you say to people… you’ll be stuck earning the same wage and salary for the next 10 years. Unless you get a lucky break.
I don’t know about you, but I don’t like waiting for lucky breaks.
If you’re a massage therapist, and you tell people “I give massages”. You’ll be charging $40 an hour or whatever , carting your massage table around, in and out of your car, up stairs to clients houses forever.
If you’re a makeup artist… and you tell the world: “ I’m a makeup artist..”… you’re wrong.
Does this sound crazy?
I bet it does.
I bet it does to lots of you! AND If it does… that’s your warning sign. You’re missing something.
You need to work on your “messaging.”
Make sure you’re sending out the right message into the world.
That’s all I have time for today. Hope you heard the message I’m trying to send through to you today.
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