You Are Not Your Customer
Everyone buys differently. Everyone has different tastes. Everyone has different triggers to making a decision.
It's so very tempting to position our businesses the way we want to buy. I am very analytical so I'd prefer that all of our marketing pieces communicate how great we are based on the facts and figures.....years in business, number of awards, number of certifications, years of warranty, etc. As a matter of fact, we did exactly this type of marketing piece about 5 years ago. It was a dud.
The reality is that I'm not our customer. Our customer isn't as analytical and factual as I am. They have emotional triggers that we need to address before jumping into all the specific details.
It was a hard and frustrating lesson for me. I felt lost for a bit because I couldn't develop branding and marketing around what I think is the path. I had to step back and look at the needs and the business from the eyes of our target client. I had to study their likes and dislikes.
Are you marketing your business they way you buy? If so, take a timeout and evaluate if you really are your customer.