Last week I spoke at the Fastbreak Breakfast hosted by the Canton Chamber and Aultcare. The topic was social media strategy and as part of my speech I have the participants think about their 30 second commerical in terms of the 140 character restriction of most social sites.
You have to be focused. People don’t want to know your name or your company or WHAT you do, they want to know HOW you help them and what the RESULTS are. Then if you capture your attention, they’ll want to know more. So it comes down to:
I help WHO achieve WHAT?
I asked for volunteers to share their story and one gentleman said that he was a house painter.
“So you transform my home. You make my rooms like new.”
“No,” he said. “I solve your problems.”
“Oh, honey,” I told him. “That will take more than a gallon of paint!”
He was thinking about what he offered. Sanding, grout, filling holes and cracks, primer, paint, wallpaper removal and installation, etc.
But as a potential customer “solving my problems” made me think about what my problems are: nine year old car on its last legs, a $4500 orthodonist bill for my daughter, my Mom’s upcoming surgery and the fact that I need new dress shoes but I can’t seem to find any that I like.
All the more reason it is important to put yourself in the shoes of your customers and be more focused with your message.
Last night I gave a similar speech to the SMEI in Akron and when we came to the same exercise a man who offered private label baked goods said that he “helps grow sales with proprietary products, custom.”
I said – any product?
And by proprietary do you mean private label? Which term is more likely to be used by a customer searching your services? Using the Google Trends tool I find that proprietary products is never used when compared with private label.
When I hear custom, I think custom auto, custom design, custom anything but muffins. Once again, we have to put ourselves in the shoes of our customers and think like they do.
We get so caught up in the passion of what we do that it becomes all consuming and we forget that our customers have other things on their mind besides what we offer.
The lesson is to be focused rather than broad. I don’t solve all your problems, I create a home beautiful with paint and paper. I increase your sales through custom made food products that carry your company name. Short, sweet, but focused.
Don’t leave your customers wondering. Don’t make them guess. Think like they do when creating your marketing message or 140 character status update.
And if you can solve all my problems – please, call me! 🙂