Your customer doesn’t care about you.
They’re being hounded by hundreds of companies every day.
They don’t have time for a quick call, your introductory offer, or whatever else you think matters.
That’s why most marketing gets ignored.
Pull up three competitor websites in your space:
We’re passionate about…
We’re the market leader in…
We offer a free …
They all say the same thing. So do you, probably.
Your customer doesn’t want to hear about you, they want to hear how you’ll make their problem disappear.
A message that resonates with your customer can explode your sales.
A real world example
I worked with a software company who were convinced their chatbot could help everyone. Lawyers, accountants, car dealerships etc.
They had lots of innovative AI features but sales were underwhelming.
When I looked at their data, no one was seeing exciting results, except care homes.
They were quietly converting one in ten chats into paying customers!
I asked the founder why care homes were different.
“Families call at all hours of the night asking about room availability and pricing. The chatbot answers instantly. It just… solves the problem.”
We repositioned the entire product towards care homes. Rebuilt the messaging. Stopped talking about technology and started talking about the 11pm phone call.
We even raised the price to match the value it delivered.
Sales took off, and margins improved by 67%. Same service, different message.
What Actually Works
Talk to your customers. Don’t ask what they like. Ask them why they chose you:
What problem they were solving?
What they were worried about before they found you?
What outcome did they want?
Write down the exact words they use.
Understand their problem better than anyone else. Speak their language, you will get better customers.
Then you can move on to finding the right channel to attract more of them to your business.
