How to Capture More Buyers - Talk about Your Customer's Problem

A lot of business owners are wasting time on marketing that is boring and ineffective therefore not bringing any sales. Here’s why:

As business owners, we spend a lot of effort in talking our customers into choosing us. We tell our customers all the ways in which we are qualified builders, have the most experienced crews, and that we produce fantastic quality. This may be true, but unfortunately, a lot of customers aren’t really listening.

You see marketing is a lot like storytelling. A story doesn’t really get interesting until the main character encounters a problem. You can tell us the character’s name, where they live, who they hang out with, and what they want but until a problem shows up that challenges the character, your audience will be wondering where you’re going and if it’s worth their time.

Can you imagine if Jason Bourne gets rescued out of the ocean, immediately recovers all his memories, and is perfectly fine? Imagine if Nemo stays close to his dad, never wanders away, and never gets captured. Imagine if Forrest Gump is a completely normal kid, grows up, and does regular kid stuff. How long would you keep watching before you switch over to something else?

Here’s how this story truth translates into marketing: Until you start talking about your business as the solution to somebody’s problem, they won’t be interested.

The problem is the hook. It is why people lean in and want to hear more. In movies and in marketing too. We have to keep talking about our customers’ problems or they won’t be interested in our products.

The mistake a lot of business owners make is that they spend too much time talking about themselves. How their grandfather founded the business 40 years ago, how they have the latest and greatest equipment, and how they are the best in town. While this is good information, it is not interesting to a prospective buyer.

The very first thing any professional should talk about is the problem they solve. Define this in very clear language and people will not only listen, but they will also buy.

A thought for you

I was listening to a podcast last week and this one idea literally made me sit down right that second and think about it. When we plan for the future, either for our personal life or our business, we are lying to ourselves. Because we don’t know what will happen in the future. Nobody knows, it’s all lies! So while we’re at it, we might as well tell ourselves the good lies. That we’re going to kill it this year! We are going to make all the right decisions, we are going to have wonderful relationships with ourselves, our families, and our partners. We are going to be successful, fulfilled, and content. I believe it for myself and for you too!

Thanks for reading!

A.M