The Road To The Customer Is Full Of Challenges.
It seems easy when you assess the six checkpoints on the Road To The Customer. But what I haven't talked about are the hidden disasters awaiting you on your journey. Fortunately, most can be avoided if you know what to look for. When you encounter one, don't let them keep you from getting back on the road toward your original destination. The Customer.
I will cover these randomly and in no particular order, but the first roadblock is in the initial strategy for creating your message. It is so tempting to tell everyone about your business. How long you have been there. How much experience you have. Your awards. A picture of your dog. Features of your product(s). Family owned since.......Roadblock #1 is PEOPLE DON'T CARE ABOUT YOU. I know that's hard to hear, but as Roy H. Williams, The Wizard of Ads wrote, "The risk of insult is the price of clarity." They care about what your product can do for them. They need to see themselves taking ownership of the product or using your service. Good ads focus on the CUSTOMER, not the business that is advertising. Good ads elicit emotion and persuade consumers. We do this by talking to them about the thing that they care the most about. Themselves and/or their family. Remove this roadblock and watch your return on investment grow! Stay tuned, more to come!
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