⏰1 min, 46 seconds reading time
The online revolution has meant that marketers now focus mostly on tools and digital tactics. I went down that rabbit hole when I first started out on my own.
Lead pages, Facebook pixels, how-to live video training, building your email list, pop-up opt-ins, Instagram photography, hashtags, messenger bots, upsell offers, content generation, blogging, social media ads, WordPress plugins, automated webinars…and the list goes on.
And yes, I use and teach most of those things in my own business and for clients. But…
Successful sales rely on getting one thing right: Serving the customer first.
Before you attempt Facebook or Instagram ads, write a sales page, program a pop-up opt-in, create a digital product, write website content or whatever else is on your marketing to-do list make sure you have a firm understanding of the following principles:
First, you have to be able to relate to and understand your customer. One customer. Once you embrace the idea that you are speaking to one person, everything else you do will fall into place.
It’s so tempting to market to everyone. It seems more profitable, right? Alas, it’s not.
Trying to speak to everyone means you are speaking to no one and creating average content to do it. When you drill down to speaking to one person, solving their problems and helping them live their aspirations, you will sell with ease.
Second, you have to develop empathy for this customer. You must understand their needs and wants. Their problems and insecurities. Their hopes and dreams.
A big part of this is setting your needs aside. Your business is not about you. It’s about how you are helping others.
Third, stop giving them information. Give them helpful advice, tell them what they should do, why they should do it, and how to do it. Get specific. Stop spouting facts and figures about why your product or service is so great and help your customer be great.
There are 8 principles total to this customer-focused strategy. They are all things you must understand and implement before any tools or tactics like social ads, SEO, lead pages, or website traffic will work. We cover them in detail in the next issue of Noteworthy.
I speak from experience having focused on tools and tactics in my business first, leaving the customer and their wants as an afterthought.
All the tools in the world won’t help you create the relationships you must have to sell. This doesn’t mean they are useless; they are quite helpful. But so many people want to blame the tools when the sales don’t come.
It’s not the tools. It’s you and what you aren’t doing.
Always behind you 1,000%-