So what do i mean with The customer dictates the rules?
The modern customer seeks out a lot of information themselves, so they start by googling the problem they have encountered in their life, or a desire they need fulfilled. Noticed how i didn't say that it starts with googling the product or service?
That's because the product or service shouldn't be in focus for you when thinking about what you are selling, it should be what solution you can present to your customer.
Far to often a seller or service provider thinks that it is what they are offering that makes them special, take for example a hammer.
You are selling this hammer online, and you market it as the best hammer online, you specify its features and what makes this the hammer your customer should buy because of reasons, lots of reasons.
Focus on what problem your customer has instead, most customers wont buy your hammer because it's a hammer, they will buy it because they need to put their newly bought painting on the wall, they need a tool to put that god damn nail into the wall and it's probably not something they do because they enjoy buying a hammer.
And on top of that, they didn't buy the painting because they wanted a painting, they probably bought it to make their house feel warmer and more cozy, to have a more unique style (And a compliment from guests will never go unnoticed!).
The summary of this is, think about the problem you are helping your potential customer solve, and relay that with a tailored message that the customer understands. This is one of the reasons many companies has picked up buzz words like Customer Journey Mapping, touch points, content marketing and so on.
This is just a small tip when brainstorming how you should present your marketing material, hope it helps!
If anyone has any questions please share them in the comments and i'll make sure to answer them if i can.
Remember, this type is not only for paid products or services, the same tactics can and should be used even if you promote a blog post, a free guide, youtube channel etc. What problem are you solving, why should they read or view your content?
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