"You’ve probably heard the admonition: Know what keeps your customers up at night. Translation: Know what keeps your customer awake with worry. Pretty obvious, right? Image may be NSFW.
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Because your customer is thinking about his problems. He’s worrying about how they affect him and his family or his business. She loses sleep, trying to figure out effective ways to deal with the issue, without paying through the nose.
Do YOU Know What The Problems Are?
If you don’t know the problems, then NOW is the time to figure them out. After all, your product or service provides a solution. But how can you know if your product or service provides the solution if you don’t even know the problem?! C’mon now!
I know this sounds obvious. But we get so caught up in the features and benefits of what we’re selling, we forget the fundamental issue: What problem do our features and benefit solve? Customers really don’t care about features and benefits. All they want to know is “Can YOU solve my problem?”
There’s More Than One Problem
Do people only have one problem? Of course not! So think about all the problems your product or service might solve for your customer. Write them down. Even if it’s an obscure, “no big deal” issue that your product solves. I promise, there’s someone out there for whom that “no big deal” problem is HUGE.
What’s The Point?
You must -- YOU MUST -- speak from the perspective of your customer. Social media marketing is customer driven. If you can’t engage the conversation from your customer’s perspective, they’ll never hear you. Because they won’t listen to you.
When you know you’re customer’s problems, you communicate:
- You understand what troubles them
- You care about their needs
- You might be able to help them with their problem
What If I’m Just Starting Out?
Are you just starting out? I’ve been there. It paralyzed me for months. Until I finally figured something out.
I’m a customer! I know the problems I face. So I could understand how to think like a customer. Duh! It only took me four months!
So take a look at your product or service. You know what the features are and what the benefits are. Look at the first feature and it’s benefit and think, “What problem does this benefit solve?”
For example, you’re a plumber that fixes pipes in place, using a pipe lining technology. One benefit is that you can do this without digging up the pipes. You save your customer the hassle of digging up their yard, the time to do the work, and the cost of repairing the landscaping.
So what are your customer’s problems?
-- My leaky pipes are a MAJOR hassle!
-- I can’t afford to fix my leaky pipe.
-- What about my roses?
These are reasonable problems your customer faces. And your pipe lining technology solves ALL of their problems!
Now You Can Communicate Effectively
Now you know the problems your customers face. And now, you can provide them a solution. Which means, when you start thinking about how to use video marketing, you know exactly what you want your customer to know. This, in turn, will help make sure your message is clear and focused on your customer.
You will also streamline your entire production process. You won’t get stuck wondering if your script is OK. Of if you should include a beauty shot of your product. Why? Because you can always ask yourself, “Does this show the customer how to solve their problem?” You’ll save time and money, because you’ll stay “on message”.
So, before you jump into making videos, know what worries your customer and robs them of their sleep. Get into bed with them. Embrace their worries. Because their worries just became your business’s best friends.
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