The folks at Small Fuel Marketing really hit it on the head with their latest posting about advertising in the customers language, not yours. As I've worked with business owners over the years, and tried to find out their uniquenesses, it really didn't matter how many years they've been in business, it mattered that they were tuned in to their customers.
Here's an excerpt from Small Fuel:
"...A customer may or may not want to part with the money in his wallet readily. He has needs, he has desires and he needs to be convinced that you will help him achieve his goals. It doesn’t matter whether you sell lip balm, running shoes, or car wash services.
Your product or service is completely irrelevant to a customer, because that’s not what he’s buying.
Consumers buy results, feelings, visions. They buy products or services that help them achieve their goals of increased comfort or perceived luxury or peace of mind and more. From the customers perspective, your product or service is only a tool to help reach his or her goals and visions..."
Read the entire posting by clicking here.
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