Your business exists for one reason, and one reason alone – to sell your particular products and services. Clearly this helps define your raison d’être, but does it communicate what your customer needs to hear?
It is easy to assume that your potential customer and you think alike; that they want to hear what it is you want to tell them. However this kind of thinking is not only backward, it could also mean that they end up giving their business to one of your competitors. The correct way to communicate with customers is to tell them what they want actually want to know. It sounds simple, but Tech Write have dealt with plenty of businesses more interested in broadcasting their company line completely ignoring their customer’s needs in the process.
So how do you know what your customer wants to know? As with all forms of communication, the best way is to ask them. Whether this takes the form of a written letter, an online survey or a follow-up phone call, it is essential that a business understands its customers before pitching at them. By the same token, before hiring a copywriter to produce written marketing materials, the overall message must be on target or the entire effort will be fruitless.
It is also imperative that any business maintains open channels of dialogue with customers, preferably meeting them where they are. Immediate access to your expertise will help prevent clients looking elsewhere and increase the likelihood of making first time sales. If your customers cluster at
Facebook, maintain a presence there. If they are active on Twitter, get your own feed going. If they prefer telephones, keep a helpline running. Be available and be prepared – if one customer has a query, so too will others. This information should then be collated and published publicly to provide reference material for online shoppers or researchers.
By knowing what your customer wants to know, your business immediately becomes more relevant and therefore more qualified to assist with their needs. Customer queries are a fantastic source of useful information which can be used to inform others and populate your company blog. Don’t waste it! Remember customer feedback is a content goldmine.
If you would like to know more about accurately assessing customer needs, or turning that information into powerful sales copy, get in touch with Tech Write today.