So – you’re an entrepreneur and you have just launched your business. You believe in your product or service, and you know that it can help others. You’ve “built it” – so now, “people will come” – right???
But what if we told you that most people don’t care about your product or service?
They actually only care about themselves, their problems and their lives.
A recent study found that nearly 80% of consumers say that when making a purchase decision, the most important factor is whether or not it will solve their problem. The rest? Well, some people are impulse buyers, and some just buy products because of the brand name.
When you understand this truth, it can change the way you think about how to market your business.
There are a lot of reasons why we get excited about your product or service and lose sight of what people really care about.
One reason is that we’re just human: we want to feel like we’re making an impact with our lives, and when you show us how your product or service can do that, it feels good! It’s not your fault; it’s just human nature.
Another reason is that you’re good at what you do. You’ve done your research and know how to pitch your products/services in a way that makes them sound irresistible.
We all know that we’re supposed to be doing things for our customers, but sometimes it’s hard not to focus on what we want out of the situation. We start imagining how great it will feel when our product is a success and we have lots of customers using it, or how great it will look on our resumes to say that we worked on the biggest thing in town, or even just how nice it will be just to have some money coming in again.
Have you ever gone to a party and the DJ is only playing music they like? Maybe it’s a bunch of their favourite songs, or maybe it’s just the kind of music they think everyone should be listening to. Either way, it’s clear that this DJ is more interested in themselves than their crowd: the people who are actually in the room.
When this happens, people get bored and leave.
And when you aren’t providing your customers what they need, they’ll leave too.
That’s why it’s so important to make sure that you’re always looking at your business through the eyes of your customer. If you don’t understand what they need, how can you ever hope to provide it? And if a competitor comes along with a better solution, then people will leave.
If you want to sell something, the most important thing you can do is stop thinking about yourself and your product or service and start thinking about the person who’s going to buy it.
If you want to understand your customers, the first thing you need to do is put yourself in their shoes. When you do this, make sure you don’t just ask questions that you can easily find the answers to, but also ask questions that challenge your assumptions and help you understand the broader context of why people would need your product or service.
To market successfully to your ideal customer, you need to understand the needs and wants of your target audience.
You need to ask yourself questions such as:
What challenges are they facing?
What pain points do they have with current solutions that are on the market?
How do they see their situation?
What are their goals?
What do they value and how will their values influence whether they will buy your product or service or not?
How will your product or service help them solve those challenges?
When you understand this stuff about people, then you can start creating content and running adverts that appeal directly to their wants and needs—and as long as it’s useful content that provides value in some way (even if it’s just entertainment), then you’re on your way to marketing your product or service in the best way possible.
You might think you can just ask people “What do you want?”, but people have a hard time articulating what they want, so that’s not the best way to go about it.
If you want to know what your customers want, you need to get into their heads by asking them open-ended questions that will help you understand their needs and wants better.
For example: “What problem do you have right now?”
This is a great way of getting people to talk about what they’re struggling with.
You want to find out what their challenges are and then think about how your product or service can solve those problems for them. You can do this by using surveys and polls, and by asking friends or family members who might know what these people need.
So asking questions that require more than one sentence for an answer will help you get a better sense of what people really need from your business.
Here’s how to make sure you get the most useful information:
1. Make sure you have a purpose for collecting this information before you start asking questions.
2. Keep it short and sweet—no more than 10 questions max!
3. Make sure each question has an answer that isn’t too complex or confusing (like “what would be the best way for me to contact you?”).
4. Make sure each question is relevant to your business/product/service and answers one main point (don’t ask multiple questions per point).
5. Don’t overwhelm people with choices when asking questions—just pick one that makes sense for what you’re trying to find out!
6. Include an opt-out option so people don’t feel like they’re being forced into answering things they don’t want to answer (like if they don’t want to give out their email address).
To be successful in marketing your business, you have to be a facilitator of solutions, rather than a salesman of services. This means that you’re not “selling” anything – you’re helping people solve their problems by showing them that your product or service is the solution they need.
This might feel counterintuitive at first because as marketers we’ve been conditioned to talk about our products/services, and how great they are—but it’s an approach that doesn’t work anymore in today’s world (and hasn’t worked well for decades). Your customers are sick of being marketed to, they want solutions.
We hope this write-up has given you some insight into how people think and what they care about. If you want to improve your marketing, it’s important to understand your customers’ motivations and the problems they’re trying to solve when they come to your website or store.
Be human; don’t try to sell people on “the benefits of using our product.” Instead, focus on addressing their specific pain points with a solution that solves their problem in an easy-to-understand way. This will help them feel like they’re part of a community rather than just another sale for you—which is exactly what consumers want from brands today.