What are you really selling?
Your business is what’s on sale. If you can’t get a customer to come through the door of your business, how do you expect to sell anything to them?
We are in an age where consumers are spoilt for choice. There’s a business just down the road able to do exactly what you do, just waiting to take your customer.
“But they can’t do it as well as I do it!†I hear you cry. Well keep crying because it won’t be long before you’re out of business anyway and luckily for you we’re also in an age of depression and blaming others for our problems.
How does your customer know what the better product is? Are all consumers really able to objectively compare all products, in all markets, all the time? Sure, the Internet is great, but online reviews only get you so far.
If you sell a fridge, when does a consumer find out its crap? About two years later when it breaks down. If you sell financial advice, maybe they’ll work out its bad advice in ten years when the children’s inheritance is gone?
But before you run off and start making crappy products, stick with me a little longer. What would happen if you could have the best product, but make your customer aware that they’re the best? Then you both win and everyone goes home happy.
And how do you make your customer aware of this startlingly obvious fact, that your products are the best, you guessed it:
