When you’re buying something new, what makes you choose one business over another? Often it’s price, but when all prices are similar, you need to find other ways to choose between options. And when you’re browsing the content of multiple websites and social media pages, that all promise much the same thing, it’s not easy.
I went to another session from the SJPoole Network this week, where marketing expert Robert Willford spoke. He’s got years of experience, and one of the points he made was around how you describe your business on your website and business pages on social media.
It’s really hard to write about yourself and your business, especially when you want to stand out from the competition. It’s tempting to write lots of content about why you are the best, what you do well, and what services you provide. And you need to do that, of course – but the key to attracting the customers you want, is to make it as clear as possible what’s in it for them.
So having a website that says “we do….”, “we provide…”, and “we excel at…” goes a little way towards explaining why you’re the best – but it’s not always enough to convince new customers to choose you.
So what to write instead?
Think about what YOU look for as a customer, and then look at your business from that point of view. What do customers get when they buy what you’re selling? A product or service, of course, but what is the benefit of having it? What will they tell their friends when describing buying from you?
Here’s an example of what I mean. This is the sort of content that lots of people are tempted to write on their websites or business pages on social media, coming from a fictional party bags and favours business:
“We create individual, personalised party bags and wedding favours for your special occasion. Whatever you’re celebrating, we can produce beautifully crafted and presented favours for your guests, in any colour or theme. Our attention to detail and high customer service standards mean we are second to none.”
Fine; I know what they produce, that they can probably make what I want, and that I will probably be happy with the service. But I will find almost identical statements on the market stalls of the other party bag sellers out there.
This is the business that would convince me to buy from them:
“A perfect memento of your special day for your guests: our beautiful, individual party favours. Matching your colours and theme, your celebration will be complete with our lovingly-crafted, personalised bags and gifts. Tell us what you want, and we will keep you informed every step of the way, from order to delivery.”
This is great. It’s subtle, but effective. It begins with the emphasis on my party, not their business. It paints a picture for me of each my guests leaving with a gift that co-ordinates with the rest of the day, and matches the attention to detail I will put into the planning. They’ve also explained how they their achieve high levels of customer service. It makes me think, “Well, they certainly understand what’s important to me.”
So have a think about what gets you recommended, and shout about it – because it will appeal to the sort of customer you want to get. And if you’re struggling for the right words, I can help.