“Human beings are constantly scanning their environment, even advertisements, for information that is going to help them meet their primitive need to survive”. – Donald Miller
The customer is the hero of their story. It’s essential to understand that it’s not yourself, who is in the spotlight, it is the people you are offering your services to – as a knowledgeable and helpful guide to make them better.
Clarify your message
There are so many messages our brain receives a day. May it be information, sensory impressions and thoughts that continuously give us impulses to react a certain way.
Fun fact time, nearly 2.5 quintillion bytes of data are produced by humans every day. We can only process 34 Gigabytes of all that data a day.
Due to so much useless information, we are programmed to filter that noise. We start listening, if we notice some information is helping us survive better (almost on a primal level).
In order to clarify your message you need to ask yourself 3 questions:
- What do you offer?
- How will it make the customer’s life better?
- What does the customer need to do to buy it?
Answer these 3 questions in less than 5 seconds. Straight forward. No confusing explanations accepted!
Be a wise guide for your hero’s story
“Companies tend to sell solutions to external problems, but customers buy solutions to internal problems” (Miller, p.30). If your marketing is not reaching the customer by satisfying his/her primal instinct of bettering their lives, your marketing is more than likely not going to work.
Remember, your customer is the hero of their story. Instead of telling them what to do, identify as the guide and show your customer HOW they can easily improve. Then, CHALLENGE them to take action.
Without challenging people to get something done, it (more often than not) won’t get done. Show how your product will better your customer’s life, in order for them to resume back into their peaceful life.
What’s at stake for your hero?
Why would anybody want to buy your product or use your service? What is at stake for them if they won’t? Show people the cost of not working with you!
Call out your competition for things that you can do better!
Offer your audience the vision of what working with you could look like. In order to do get your message across best, think about some key-ideas/your Brand-Narrative:
- What’s your company all about?
- What are your respective departments exactly doing?
- What exactly do your products contribute to society?
Define a gap of desire in your customer, only you can close with your products and services.
All in all, your message must be clear, filtered of noise and showcase how you can “nurture” the primal needs of your customer.
Will you, for example, help them to spend more family time through your services or maybe help them be able to connect to a “tribe” (specific social class) through your products?
It is all on you, prioritizing your customers like they are the hero of their story.
Do you need help in identifying your message? No worries, we will help you grow your customer base!