You Are Not Your Customer

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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.

 
 

Comments (1 Total)

  • Posted by: DynamicAquaArt | Time: 11:16 PM Tuesday, February 19, 2013

    Nicely said. I think we all fall into that trap.

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About the Blogger

Bruce Case

thumbnail image Bruce is President of Case Design/Remodeling, Inc., a leading full-service home improvement organization that includes a Design/Build offering as well as Handyman/Home Repair services. Bruce also serves as President of Case Handyman and Remodeling a licensing and franchising organization with locations in over 15 status. Bruce earned an undergraduate degree in Economics and Psychology from Vanderbilt University and a Masters in Business from George Mason University, and has obtained professional certifications in remodeling and green building practices, and in franchising and insurance. He currently resides in Northern Virginia with his wife, daughter, dog and cat.