No One Cares About You

We all like to think that we are important … that people want to know what we are doing with our business … but the honest-to-god truth is that no one cares about you.

That’s something that I tell Toni’s customers over and over again. No one cares about what they are doing … how good their business is … what wonderful staff they have … how much fun they might have with their dog … how amazing their kids are … or where they went for their holidays.

When it comes to selling your product or service that’s all totally irrelevant fluff that does more to turn people away from your business than what it does to encourage people to do business with you.

All anyone who wants to do business with you cares about is what your product or service can do for THEM.

They don’t care if you’ve had a wonderful workshop where you helped lots of people achieve great things. They don’t care if thousands of people attend your seminars or take your courses.

All they care about is what your product or service can do for THEM.

They don’t care if you post dozens of photos of smiling people talking with you or listening to you. All they care about is what your product or service can do for THEM.

And they don’t want to have to wade through large amounts of text either. If it isn’t short, if it doesn’t have a hook that catches their eye and encourages them to ready further, then they won’t.

Do I seem to be trying to make a point here?

Of course I am but I may as well beat my head on my desk because most people don’t listen to what we say. Instead they waffle on about all sorts of irrelevant stuff and then wonder why no one engages with them on social media or their website.

They talk about everything but what people want to hear and wonder why the only people who ‘like’ their posts are their family and close friends.

They make mighty efforts to cover all types of social media but miss the point entirely.

So what is the point?

The point is that if you want your social media posts … and the pages on your website … to engage with your clients you will stop talking about yourself and what wonderful things you have done and start talking about the wonderful things that will happen for people who buy your service or product.

And you will do it in language that they understand and in ways that will appeal to people who have the limited attention span that most of us have these days.

It’s not rocket science … it’s just basic common sense … so why are so many business people totally missing the point? Because they either don’t understand … or can’t accept the raw fact … that no one cares about THEM.

By the way, are you missing the point?

By |April 20th, 2019|Uncategorized|Comments Off on No One Cares About You

What Makes You Stand Out From the Crowd

Toni and I had an interesting conversation with a local small business person on Saturday night.

This person and their family have recently launched a business in what is a very crowded vertical and competition, at the end of the vertical that they have chosen, is fierce. Their competitors have all been in business for quite some time and have established themselves on the local scene so breaking into that market is proving to be tough.

One of the first questions I asked during out conversation was what was the unique selling point for their new business … what made them stand out from all their competitors.

The person we were talking to looked a little surprised at first … perhaps no one had asked them that question before and they didn’t really know how to answer it and I think that become obvious when they did finally answer the question.

They finally rattled off a bunch of things that potential customers would find in their business but not one of them was unique. In fact, every one of the points they mentioned could have applied equally to all their competitors.

If there was nothing unique about their business then how were they going to stand out in a very crowded marketplace? What was there about their business that would attract potential customers away from the businesses that already filled the marketplace?

Did that small business person really think that all they had to do was open their business and people would flock to them?

I’m not sure that they looked at it quite like that but it was obvious that they hadn’t given much thought to establishing some point of difference between their business and all those similar businesses that had been established for years.

So what is the unique selling point for your business? What service or feature makes you stand out from all your competitors?

What point of difference can you highlight in your marketing that will attract business away from your competitors?

Perhaps in a big city having something that makes you stand out from the crowd isn’t quite so important but if you’re trying to break into an established market in a country town then you need something that makes you stand out. Without it you will fail … quickly.

So again, let me ask you, what makes you and your business stand out from the crowd?

By |June 11th, 2018|Uncategorized|Comments Off on What Makes You Stand Out From the Crowd