"Your Customer Should Be
The Hero of The Story,
Not Your Brand."
Long before Seth Godin introduced us to his Purple Cow, before Jack Trout led us in Search for The Obvious, generations ahead of Donald Miller bursting on the scene with StoryBrand there were business owners putting the customer ahead of all else.
Know your customer,
and build your marketing
around what they need.
This simple idea ignites ROI.
Yes, even before Coke put the world atop a mountain and showed it how to sing in harmony: small business owners crawled out of bed before sunrise to create some of the worlds more customer centric businesses the world had ever known.
In fact, nearly 100 years ago a tall young man owned a candy store where he knew what his customers liked and most of the time he knew them by name as well.
A Quick Story: One as relevant today to your business and marketing as it was 100 years ago.
The young man was my uncle, and each morning he’d open the door of his small business hours before his customers stirred from their warm beds.
Pete’s first action each morning was to pick up a long handled squeegee to wash the glass in the front windows of his small candy shop. He’d then polish the glass in the front door till it was streak free.
Web content that's unique, useful, and updated:
gives your business a huge competitive advantage.
Once the windows and the door were gleaming he would arrange the window displays by adding and subtracting new candy creations along with the seasonal objects he'd made by hand. He’d then open for business with a flip of the sign hanging on the door.
I asked Uncle Pete more than a few times why? Why did he spend over an hour each morning before opening the candy store cleaning the glass and creating new window displays? Pete told me those two things he repeated each morning let the customer know he cared about them as well as his business. Always Know Your Customers Needs.
Cleaning the glass was to make the store shine and sparkle, creating new displays was to tug at the curiosity of the people passing by. People stopped each and everyday to see what new delights my uncle created in his shop windows, they'd wave and smile and of course many would come inside to buy at least one piece of candy.
Your Business Web Presence Is A
Reflection Of You And Your Business
Think about your website as a reflection of your business and of you as the business owner. This info is available for everyone to see 24/7. And believe me people will poke around your website to find out if you're the company they want to do business with. Here are 8 questions every business needs to answer for the foundation of their website.
Today in the 21st Century people expect answers to their questions before they spend time of money with a business. Your competitors are creating information for their customers, so you need to ask yourself at what level are you creating information for those same customers.
- What are you doing that is more unique, different or better than our competitors?
- What is it you do that creates a better customer experience than your competitors do?
- How do you stand behind your products and services?
- Are you encouraging your customers to ask lots of questions?
- Why should customers do business with you?
- Have you hired the right people and why?
- Are you always on the look out for trends and new products?
- Are you active on Social Media with news, discounts and events?
- ...and much, much more!
The 3rd Thursday in October is Get To Know Your Customer Day, a day that's celebrated by many small businesses in the U.S. and around the world. For a few more ideas check out this #gettoknowyourcustomersday