Who's the VIP?

Who is the most important person in your business?  Is it you?  Or is it your customer?

Take a look at your brochure, or the home page of your web site. Count how often the words we, us and our appear. Now count the number of times the words you and your appear. What conclusions might your potential customers draw from what you see?

Many people make the mistake of using their web sites and brochures to boast about how great they are, in the mistaken belief that their prospective customer will be so overwhelmed by this fact that he or she will beat a path to their door.

Customers come to purchase a product or service because it solves a problem, not because they fancy doing business with the biggest or best company. You need to communicate, in a very few short paragraphs, the fact that you understand your customers and the problems they may be experiencing, and you can offer them solutions.  

Your brochure or web site home page needs to be about your customer, not about you. It needs to be about the problems they might be experiencing and the way your products or services can solve those problems, not about how fantastic, substantial, well established, or experienced you are. Those things can come later, once your customer has realised that you understand what they need and knows they've come to the right place for a solution.

14th June 2010