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The bottom line about customer relations
As small business owners we get in our own way and totally block any communication with our own market when we focus on our product or service. Nobody is interested in us talking about ourselves and what we have to sell.
Read any business home page and it tells you about the company and why you should be impressed with the company, but you cannot find a clue as to the market. Not even with X-ray vision can you find who the market is.
Our market wants to know how we can solve their problems and we totally ignore the issue while we talk about product features and benefits. We actually think that a product description is real content – but no one cares about our product description, in fact, no one even cares about our product until they know it really has a solution to their biggest problem.
How does it feel?
How does it feel when someone ignores you?
How does it feel when someone asks you to buy?
How does it feel when someone asks us how they can help?
The last of those 3 questions is what attracts us the most. It captures our interest and our curiosity. It is just like getting a free gift because that is what it is, and we are going to benefit by learning something we never knew before.
How did we get here in the first place?
How did we come to build such poor marketing web sites? We got here by listening to web designers instead of thinking with a business mind. Web designers paid a lot of attention to us and our business and it all felt good and so we thought we were on the right track. The end result is that our web site pays a lot of attention to our business and zero to our web market.