Retrain the Brain
New clients unfamiliar with the Better3 approach often have to adjust and retrain their marketing brains. Many come to us with their features and benefits memorized so thoughtfully, with every competitive response in place, they find it challenging to allow different thoughts that may be more effective.
Outdated marketing approaches of solely touting features, services and focusing on where the competition fails no longer work. Audiences are skeptical, tired and have Teflon skins challenging to penetrate, and demand a more personalized and genuine approach to how they are sold.
So what works now? We need to shift our focus to what each audience needs and wants, and speak to that. Then, the work is in listening and retraining how to communicate so we connect.
For example, if I tell you: "Our house cleaning service cleans everything from the kitchen sink to the windows, (because the competition doesn't do windows) and our pricing is better than the others, and we're running a special this coming month, we're licensed and insured, and..." would that motivate you to hire us? Of course not. Because it's all about us not you.
But if I know that your specific concerns include two dachshunds who like to bust out of the front door unexpectedly and wreak havoc with the squirrels across the street because they're pent up energy needs released, then I tell you something like:
"Our associates are especially protective of your home and belongings, especially those that are most precious to you. We take extra care to use gentle products that are eco-friendly and safe for your home and those who live in it. We are an animal-friendly company and are mindful of each detail you require regarding your pets, and offer free walking service to our dog owners. Why not give much needed exercise to your dog while your home is being tidied? We'll even refill their water dish with fresh, sparkling spring water..."
I could go on, addressing what my audience is concerned with and what they care most about. Now some of you are thinking, "Well, I have to tell them about the features of my services, otherwise how else will they know what I do?" True, but that alone will not equip your audience to make a choice they feel good about, let alone be an advocate for your organization. (And, did you notice that I did cover features in the above example?) How well you understand your audience and speak to them will differentiate you from your competition, in essence, giving you a competitor-free market position.
So when we look at how we talk about our companies, people, services, offerings, features and benefits, see how we can shift our point of view to that of our audience. We need to retrain our brains from thinking of what we do, to why we do it.