The Deadliest Mistake ANY Business Can Make
by Rasheed Ali
Forget about the internet for a second and think about your own neighborhood. If you spent a little time researching what happened to this business or the next, that somehow, suddenly, disappeared; you would find that they may have made a deadly mistake.
It's one of the deadliest mistakes that any business can make whether they're offline or online.
You see, the internet is a vast expanse; you have competition, no doubt about that. However, the key to success on the internet and growing a business is knowing exactly how to appeal to your customers and potential customers.
You have to prove yourself and your business beyond that of the competition placed throughout the web.
Many people believe that marketing and advertising are the only methods of doing this. It is true that both marketing and advertising are necessary for the success of any business, whether on the internet or the old brick and mortar establishment.
However, today's consumers want more. They have a virtually endless supply of businesses to choose from but, they need help in choosing. They want to find a business that promotes the right image or rather a company whose product line communicates the right imagery in their minds eye. Customers and potential customers need to be able to identify with a business.
They want to shop with a company that reflects their ideals, feelings, and desires.
This is the key to success on the internet, or better yet, this is the key to success in any business on or offline. You have to have a story and you have to have an image that represents that story. Your story and image needs to be congruent. Advertising and marketing should simply compound on that story and image.
In simpler words storytelling.
Storytelling has long been a driving force for successful businesses everywhere. What's great about these stories is that they work best when they come directly from the mouths of your satisfied customers. Your "customer evangelists"' so to speak. You see, customers have no problems in writing you to tell you how they feel, whether good or bad.
However, you need to remember if they are writing you, they are also telling other people at the same time. Statistically speaking, if a customer is happy with your business, products, and services, they will tell at least seven people. However, if a customer is unhappy, they will tell at least fourteen, which one appeals to you more? Likely you'll want the happy customers telling seven.
Remember, the internet now allows that seven to grow exponentially.
What's great is that happy customers are more than willing to help your business. They will write about their experiences and most often give you permission to use them on your website (testimonials). These stories from real people will give your business the boost it needs.
People love stories, especially good ones, so why not talk to your happy customers and ask them to tell you about their experiences, share them with other potential customers. Many businesses today are using these to create new ad campaigns as well, focusing on targeted customers or situations.
When seeking stories from your satisfied and happy customers, you want to get specifics, their thoughts, their feelings, and their situations. For example, maybe a specific product that you offered helped them out of a tight spot. Maybe your sales staff or support staff went the extra mile to ensure that this customer had everything they need when pressed for time.
Stories like these from real people will be the boost you need for success in your business. Potential customers love reading real life stories. What is great for your business is if these stories have helped another customer solve a problem.
When customers are shopping on the internet, they have a problem that needs solved. Rather they need a last minute gift, a gift for that hard to buy for person, or their own personal needs, they look to your business to solve that problem.
Whether you're a direct response copywriter or marketer, stories have ability to get past the conscious minds of your potential customers and get directly into their subconscious mind.
Believe it or not, there are Fortune 500 companies right now, who are spending tens of millions of dollars in research to learn exactly how to better tap into our subconscious minds in order to communicate their marketing messages and get you to buy from them faster and with more satisfaction.
If a prospect can identify with other happy customers with the same or similar problem, your business will thrive. If you are not telling stories and/or giving your customers a story worthy experience at your place of business or on your website, you are sabotaging your business' potential for success.
Remember this, Stories sell, people sell, and the success of your business depends on your happy customers telling others.
About The Author
No comments:
Post a Comment