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Todays' episode of the Entrepreneur Life asks the question:
Are you in ‘touch' with your audience?
I spend every week talking with and coaching business owners / entrepreneurs just like you.
They are SO caught up in their business – stuff to do – emails to answer – bills to pay. Well, you know what I'm talking about.
I find they begin to drift away from their audience…they lose ‘touch' with them and soon resort to ‘convincing' new people to buy from them.
They try to ‘sell' their product or service…and try to ‘convince' the customer WHY they need it.
WHY it's better than anything else out there.
Here's a secret…if you're customers – that is, potential customers don't have a specific problem and are going out there looking for the solution, you're in trouble.
You want to avoid ‘building something' that nobody wants to buy in the end.
So how do you fix that problem?
It's as simple as asking your audience what they WANT.
What do they truly care about?
What is it they really DON'T care about even though you've been promoting it as a huge benefit?
You see, the value you are selling has to be relevant to your audience…if they don't believe it's value, there's nothing you can do to convince them it is.
Does that make sense?
This is where I see so many of my consulting clients banging their heads against the wall trying to invent new ways to convince the customer to buy their product.
It ain't gonna happen.
Stop it.
go out and TALK to your prospects.
Find out what their REAL problem is.
And then it's time to reflect on your business or product…
DOES is truly solve that problem?
And what if you can't IDENTIFY a problem?
That's even more trouble, right?
Because all you're doing is pushing a product into the market they haven't asked for.
“But Joey, they don't KNOW they want it until I SHOW them…”
Hmm, maybe that works sometimes…and I would think it's VERY RARE…and you STILL have to have deep pockets like Apple or Coca Cola to market and advertise something to “show” the market.
In marketing there is a LOT to deal with – but when it really boils down to it, it's NOT that hard to figure out…
Does my audience have a problem – what is that specific problem and DO I have a specific solution?
Do they CARE about the solution and are they WILLING to pay for it?
Because you could have a bad-ass solution, but there are thousands of other similar products or services out there you have to compete with.
That's not a great place to be either.
Because if you're selling a bag a rice – what makes your rice better than the rice that's 10 cents cheaper?
And, Do people really care about that feature?
We have to think in a reverse way – ‘how will this benefit my customer AFTER they've used it?'
Is your product ‘better'?
HOW is it better – WHAT will happen when the customer finishes using it?
HOW will their life change as a result of using your product or service?
– That's the question of the day my friend!
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