Blog Topics for Small Business
September 30, 2008 in General Information
When stumped for a topic, write about your customer
Our customers choose our products and services for emotional reasons. This is true across the spectrum, from gum in the supermarket to a new car. They are buying what our product or service does for the customer – how it makes them feel, not for what it is. When you find out why they buy, that information will help you sell more effectively to them.
Ask questions that invite your customers to talk about their “why”
When we are looking for things to write about on our business blog we should consider calling one of our customers and asking them for an interview. We can then ask some questions and post the Q & A right on our website, with a link to the customer’s site (sharing is good!). I recommend that these interview questions should be along the lines of:
- How can our business help you succeed?
- Why is our product/service important to you?
- What is the impact of this decision upon your own business?
- What happens if you don’t do something about this situation by using our product/service?
- If you were to identify the business tactics most critical to your success, what would be number one?
When we understand our customer’s emotional connection with our product/service and how it influences their need to buy, we can position our product/service in the market for what it will do to address that emotion.
If we can help them address their “need-behind-the-need,” then a prospect becomes a probable purchaser and, ultimately, a customer.
