People often talk a lot without saying anything actually, and this statement can be applied to some businesses today.
Unfortunately, many businesses do not say to their customers what those customers really want and need to hear, though these businesses really have a lot to say. Brands pay much attention to their products or services benefits and features, and they do forget about telling a client how this product can help him and solve his problems.
Too much concentration on your product’s features and advantages will bring you nothing but loss of customers: today, when the Internet is a king, every person needs 5-10 minutes to read about all those features online, compare products and make a choice. One more mistake is to think that you’ve told a client everything you could, and now it’s only your brand name that helps him make a choice in your favor.
One very important thing for every business to consider: it doesn’t matter how you value your product, but what your product or service can do to solve a problem of your client. A customer will always choose a company that presents him more than one solution.
That’s why it is quite important to educate your customers about your market. Here are three good examples from brands which were really good with doing that:
Product: shoes, clothing & gear – store.nike.com.
What they do is not a simple selling of running shoes. When you come to their stores they won’t let you buy shoes without preliminary running on a treadmill: it helps to tape your running style and understand what shoes you really need, based on your tendencies. They will let you watch a video, explaining how your feet movements translate to a certain support.
Here is an example of such videos:
Thus, they educate a client, making him understand how he’ll benefit from their running shoes if he chooses them.
Product: essays, dissertations and thesis papers online – bid4papers.com/buy-essay.
They’ve chosen a field that is not very typical: custom essays writing has always been controversial, scamming, full of prejudices and ethical problems. This business is believed to be easy to start and run, that’s why we can find more than 200 websites of the companies that try to convince clients to make a choice in their favor: all they tell about unique, plagiarism-free, cheap papers written by professional academic writers (thus, they tell about features again, but they don’t educate); and it is quite difficult for a client to make a choice, because there are too many of them and many of them are simple scammers.
What does Bid4Papers company do? They go further and educate clients how not to become a victim of such scammers, what details to pay attention to when you try to choose a good essay writing service, and how it can help them solve a problem (thus, they present you a solution).
Check the video here:
Product: personal finance & budgeting – mint.com/what-is-mint.
These guys help people solve their budgeting issues with the help of free online application. They provide charts, lists, graphs to see exactly where your money is going; and they have many video tutorials for clients to make the usage of their service easier. But they do not simply share the information about their multiple features: they provide educative videos on how to manage money in the right way and how users can benefit with that, using their application in particular.
Check one of their videos here:
Every business tries to sell its products or services; but when you concentrate on educating your customers, not just telling them about your product’s features, you help them understand why they should choose your product in particular. It’s not a problem for them to read about your product online; help them understand the benefits of choosing you instead of your competitors.
Is the message you give to customers the one they want to hear? Do not let your business talk a lot without really saying anything.