What are You Actually Selling?

Sometimes customers are buying a different item than what the business thinks they are selling.

One of things I sell are tax returns. However, I believe that my clients actually buy peace of mind. They can’t tell if I am offering a quality personal tax return. All they can figure out is that if my firm does their returns then Canada Revenue Agency does not bother them, CRA bothers me. They pay to have me stand between them and CRA. So our marketing should focus on that not the number of years’ experience I have doing returns.

What Attracts Clients to You?

Why do you think clients choose you? Have you asked? Is it price, location, the type of products you offer or your personal magnetism?

Having a better idea of why customers have chosen your business is helpful when you are planning your marketing.

Is Your Marketing Focused On You or Your Customer?

Look at your marketing material. Does it talk about all your skills and experience? Or does it explain what you can do for your client.

People actually only care about themselves, so if you are droning on about all your years of experience, education and awards you have received, you might not make the sale, If instead you tell them what you can do to make their life better, the potential client…