How to Get Inside Your Customers’ Heads to Meet Their Needs
A few months ago, I met a marketing consultant who belongs to the same networking group that I do. He took a look at my tagline and essentially said—“The tagline should not be about you, but about your client. What you have here is how you see your business, not how the client sees it.”
Light bulb moment!
Then, this gentleman asked me a series of questions to get me thinking from my clients’ perspective. First, who are my ideal clients?
They’re you: Business owners in the landscape design/build, lawn care, and outdoor living businesses. In other words, this seasoned marketer asked the kind of questions that put me in your shoes.
I took that business person’s questions and used them to brainstorm a new tagline: Growing Your Business, One Word at a Time.
Through my tagline, I’m trying to communicate that I’ll help you bring in more business and elevate you to expert status in your region through the use of my words.
In today’s business world, it’s imperative to have a website. Yet, not only do you need a website, but you also need to regularly add fresh content in the forms of blogs, case studies, white papers, etc. to keep Google happy.
So, it stands to reason that you may need a writer to consistently communicate your message to homeowners, retail managers, and other prospects about the value that you bring to them through professional lawn care and landscape design/build, as well as outdoor living products like BBQ’s, outdoor kitchens, and fire pits.
How about you?
Do you step in your ideal customer’s shoes and find out what motivates him to invest in your services or buy your products? And if you did walk around in your client’s shoes, did it help you better nail down your marketing message?
Here are some questions to get you started on your tagline:
- Who is your ideal client? How do you solve those problems?
- What are his or her landscape or lawn care problems?
- If you’re an outdoor living manufacturer or in sales, how do you meet your clients’ dreams for an outdoor pizza oven, fireplace, or patio furniture?
- Finally, how are you going to let your ideal clients know about the problems you solve or the dreams you design?
- Do you know what keyphrases people are putting in Google, Bing, or Yahoo to find you?
Think about these questions—have a brainstorm session with your sales force or your web designer, and see what all of you come up with, and then narrow it down to its simplest terms to create your tagline.
If you want to know more about taglines, here’s an article I wrote about a similar topic, Unique Selling Proposition, for TURF magazine: http://bit.ly/1aCLH5S.