How Do Your Customers See You?

Last month I wrote a blog about the rise of friendvertising using the video from Dove to illustrate how big brands are using the power of social media to get you to do their advertising for them by sharing their content.

Watch the video now and then I’m going to ask you something.

Moving, isn’t it?

It’s incredible how these women see one thing and yet the artist sees something completely different.

And that’s what got me thinking.

You’ve been working in your business for many years, you know it inside out, but are you seeing the same thing as your customers?

How do they perceive you?

Getting your message out loud and clear

The video shows how easy it is to be caught up in your own world and be blind to what it is other people are seeing.

Take a good look at your business. Not how it’s run (although that will have an effect on how you are perceived), but how it is marketed to the world.

Let’s start with your website.

Does it look OK?

Just OK?

How about your brochures, business cards, leaflets, newsletters and emails, do they look OK too?

I bet they tell your customers all about your business, your products and your services.

They tell them how long you’ve been in business, that you’re an expert in your field and that you’re passionate about what you do.

So what do you think that tells your customers?

That you’re innovative, have their interests at heart, will do everything you can to help them?

No.

All that tells your customers is that you love your company.

The power of you

You is a short word, but one that packs a powerful punch.

Making sure your website copywriting (and all your marketing materials) is written in the second person will create an entirely different perception.

Instead of being told “We have many years experience in the development of software solutions”, which will send your potential customers to sleep, you will excite them by saying “We’ll create software systems that work the way you want them to, saving you time and money.”

Straight away they can see the benefit in what you do because, rather than telling them what you do, you are telling them what you can do for them.

You are showing them you are a company that cares about its customers. Suddenly, them emphasis is on them and not on you.

It’s a far more powerful message.

Everything you write must be about your customer.

Every message must highlight the benefits you will bring to their lives or their business.

Every word must show them that you care about them and that’s the whole reason you’re in business.