THE ZEN OF MARKETING: BE THE CUSTOMER
You're the decision maker—the head-honcho, the big cheese—and you've been involved in your company for so long it's what you dream about these days. Your friends get to hear about your business all the time (poor them!). One side effect of your involvement, however, is a disconnect from your customers that only grows the longer you've been in business. But here's the rub: to be an effective marketer, you have to think like the consumers of your product.
So try it out. Think of your product as one among many, and then ask yourself, “what would it take to convince me to buy?” Pay particular attention to your online presence: does your website immediately spell out exactly what it is you're offering? Do the 10 pages of description of your leadership team really help seal the deal? Is there any easy button to click or a number to call so you could start the process? And what's up with all the animated .gifs?
There is no “typical” customer. You have to approach this role reversal with the knowledge that you'll be stepping into the shoes of many types of people. A customer who knows the industry inside and out, a customer clueless as to what you sell, a customer who's in a huge hurry, ad infinitum. Lots of work, but worth it. Tinkering with your business from a perspective of an outsider is a good idea—large companies pay out millions to consultants to do just that. You can do it more cheaply. Just be creative.
Until next time,
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