Let’s get back to basics, what will you help me achieve?

In our hunt for differentiators we can overlook the most obvious. Here’s a quick idea to help you connect with your audience’s overall objective.

It’s easy to become fixated with the benefits of our offering, the features of our craftwork, but for me,  your customer, there’s only one thing that truly matters.

What will you help me achieve?

I’ll have an idea in my head, but, you’re the specialists. You will know better than me. That’s why I’m on your website. That’s where I’m looking to expand my knowledge. To get from where I am to where I want to be.

I’m talking about the real practical issues that your audience face.

Take a look at your desk. Every purchase you’ve made is in response to the question of ‘what can help me achieve [this]?’

[This] is where you focus your activity. It’s the centrepoint.

It may be the business book that explores new ideas for your work. The iPad stand so you can work easily from multiple screens. The external camera so you don’t appear like you’re breathing down your clients neck on your Skype call. Every purchase is made with a goal in mind, something you’d like to achieve.

Question. Why do so many retailers, software provides, professional services, ignore this obvious connection point?

Why do we still see so much chatter about the detail, Facebook Ad - Mattresswhen they should be focusing, firstly, on what their product can help me accomplish. What does ‘ideal posture support’ really mean?

A simple retargeted ad that should be reminding me that I could do with a good nights sleep.

We’re seeing too many businesses overcomplicate their message. I’m not sure I really want to ‘eliminate roll tog’… I’m not sure how that will impact my life. I do know that I work better when I’ve had a good night sleep. Casper.com will tell you all about that achievement.

Your customers will have their initial ideas about what features provide what benefits. We don’t have time to sit their and consider your long bullet-point list of supposed differentiators. Throwing that at me in hope one will stick isn’t the route to connecting with your audience. Enveloping all that your business stands for. All that you can help me,  your customer, accomplish is a greater route to building that connection.

I’m talking about your homepage strapline, the subject of your newsletter, a blog post, each opportunity you have to introduce your business, a new product or service and what it will actually help me achieve.

If you’re not doing this, picture Paul… I don’t know Paul, but I have a feeling I recognise that expression on his face…


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Ian Rhodes

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First employee of an ecommerce startup back in 1998. I've been using building and growing ecommerce brands ever since (including my own). Get weekly growth lessons from my own work delivered to your inbox below.

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