It’s easy to start developing your content with a clear focus on why you think customers should buy from you. Since you’re very, very close to the product or service that you’re hawking to the masses, you’ve got some very strong opinions about why people should be purchasing your wares:
- “My life insurance is from a very solid, well-established company that people can depend upon. Many other companies don’t have the same kind of history of good investments, careful choices, and avoidance of risk that BigLifeCo brings to the table.”
- “Flying is flying — getting your family from point A to point B for their vacation. And at CheapSkateAir we specialize in just that. Our prices are the lowest in the industry, because we watch every penny. We don’t provide pillows, or movies, or food of any kind. There are no reserved seats, no air conditioning, no silly little magazines or even seatbacks. All they’re looking for is the best price, and we’ve got it.”
- “Children’s birthday parties are supposed to be the most fantastic time in their lives — and we at the MagicFairyTaleCastle are equipped to make that come true. Our packages start at $5,000 for a basic party with 20 children — and that includes ponies, a magician, engraved party favors and videos of every minute of every activity. Your child will love to watch his party over and over from his crib, cooing softly at the wonderful memories.“
While it’s entirely possible that your ideas on what’s important are an exact match to what your customers are looking for, I’ve found that’s seldom the case. Most often (and I include myself in this, sadly) we value some parts of our business that our customers really don’t “get”, and completely miss things that customers really want.
Ask ten of your target customers to complete this exercise.
When I think about buying/engaging with XXXX business, the five things I find most important are:
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(Examples: Low price, high quality, ease of use, my friends use it/recommended it, long-term reliability, advertising, risk, danger, value for the price, guarantee, ability to return, free shipping/delivery, customer service/support, dealer nearby, franchise/chain.)