Video Length: 2:25

It’s not about you or your brilliant idea, it’s about your customers

Laura Betterly, Marketing Goddess

USA

Laura Betterly is an expert in all things marketing, among other things.

In her youth Laura played in punk bands in New York. In more recent years she partnered with Mike Filsaime and Andy Jenkins to release the Traffic Genesis course, teaching Facebook advertising.

In this Power Tip Laura talks about the importance of figuring out how your product or service will help your customer, and talking about that rather than the product, its specs, yourself, or your qualifications and experience.

She says, “Most people have a brilliant idea and they think it will do well because it’s something that’s needed and wanted. They believe that just by virtue of it being a needed and wanted thing it will miraculously grow into something huge.

Most entrepreneurs and small business owners miss one important thing, which is that it’s not about the product and it’s not about them. It’s about the consumer.

They talk about how great the product is, and how great they are, and all their stats, and how they did this and they did that. And they wonder why it doesn’t sell.

The cold hard truth is it’s nothing to do with the product or with that person. It’s to do with the consumer. When a consumer looks at something they want to know ‘What’s in it for me?’

And that’s it.

If you can adequately show what’s in it for them you will do great.

But if you start getting overly complex on the technology of it or that you have a patent, or that you went through this process or that process you’re talking about yourself.

And people don’t care. It’s like when you go to a party and get cornered by the person that goes on and on about themselves.

The only way you’re going to make a product connect is for people to care about it and the only way they’re going to care about it is if you actually communicate what’s in it for them.

If you want to take that a step further, figure out everything about your customer.

Who is the person that’s going to need your wonderful thing?

How old are they?

Do they have children?

What do they care about?

What worries them?

What doesn’t worry them?

What makes them happy?

What makes them sad?

How does that relate to the thing you’re trying to help them with?

If you have a good product or service, at the end of the day it’s going to help someone else.

You’ve got to figure out that piece of it and take the conversation off of yourself. Make it about your customer and then you’ll do well.

And that’s it.

 

Visit Laura Betterly’s website.