Put Yourself in Their Shoes

When you’re trying to explain the benefits of your product or service, what do you think about? Do you consider the best way to represent yourself or the points you feel are most important? Stop right there. The pivotal points you actually need to address are the ones your customer thinks are crucial.

Put yourself in your customer’s shoes. Think about what problems they have and how your product can solve them. But not just solve them — how it does it better than any other product out there. Remember that money is tight for a lot of people. If they are your target audience, you need to give them a good reason to part with their hard-earned money.

This is not about you. It’s about them. Keep reminding yourself of this point. What are your customers’ needs and desires? What do they look for in a product? Get that on paper. Consider what you think about when you’re a consumer. Or ask a few friends if you’re having trouble stepping back and utilizing another perspective. Make your list of customer “wants” as comprehensive as possible so you can address your product from a variety of angles. That way you can try a few and see which ones work the best.

Stop worrying about what you want to tell customers. Let the benefits speak for themselves. Look at the customer’s wants and needs. Figure out what they need to hear. But please, be honest in your assessment about how your product will help. Leave the deceptive tactics at the door. You want your customers to trust you so they’ll keep coming back — and refer others as well!

image: Sacheverelle