Customers are the bread and butter of any business. They make up your market.
Whether you’re involved in business-to business or business-to-consumer (B2B or B2C) sales, you have products or provide a service tailored for a specific market. Without a market, there won’t–can’t–be a business. You use marketing and advertising to inform your customers that you have products that can provide them with what they want, and help them with what they need.
Customers buy things to fulfill a need. Customers buy thing they believe will give them what they need, or help them get what they want. Customers want value. If they believe your product doesn’t have that, they won’t give it another thought, and move on. How do you tell them that your product has that value?
You communicate it to them.
Marketing and advertising influences the perceived value of things. Think about the all-important Unique Selling Proposition (USP), which uses, well, a unique selling point to hook people’s attention in and get them to buy into the product with that USP. You can check out well-known examples in the articles below.
- 10 Examples of Killer Unique Selling Propositions on the Web (Corbett Barr, Fizzle)
- 5 Examples of Unique Selling Propositions (Wendy Connick, NASP)
- Famous USP & Advertising Slogan Examples (Paul Simister, BusinessCoaching)
As an example, think of the booming exercise and diet industry. Remember the many promises, guarantees and statements you’ve ever witnessed in commercials, whether in print or video. Think of home TV shopping and all their infomercials, and the many sales spiels you’ve heard. That should drive the point home.
Marketing is reaching out to your customers and informing your market of the value of what your business provides. That’s it. That’s the goal.
Whether it’s services or products, regardless of the platform you use to connect to them, that’s the goal.
To get back to our example, home TV shopping segments may come across as hard-selling to you, but they certainly know how to put the product benefits forward for the viewers, right?
And get this: QVC and HSN, the two biggest home shopping channels, have been running since 1985 and 1986, respectively. Any business that survives and lasted for the past thirty years and successfully adapted to the massive industry changes brought about by the internet knows how to reach out to its customers.
What about you? How do you communicate with your market? Continue reading How to Communicate Value To Your Customers