I was recently speaking with an Attorney friend of mine about Marketing, and the importance of looking at life through the eyes of your potential customer.
We spoke about the need to understand the customer’s perspective, and just how easy it is to get swept along and miss this critical element when marketing.
Let me explain further.
He was telling me that when he thought about himself as an Attorney, he thought it really important to emphasize the fact the he had a wealth of experience, and that he was educated at one of the best schools. He wanted to project the image of a highly trained, experienced and successful attorney, and so all his marketing was aligned to project this image.
When he reflected on his marketing effort he realized that it centered around what was important to him, which could be very different to what’s important to the potential customer. Perhaps the customer thought: experience, best schooling, over-qualified for my small problem, and most likely expensive.
I’m sure you appreciate, just as he did, that when you look through the eyes of your potential customer you gain a different perspective. He changed his message to project a different image, and used words like caring, compassionate, reasonable fees and no job too small. Words that resonated with his potential customers.
In summary, make sure that you look through the eyes of your potential customer, and describe the benefits of your products/ services as seen from their perspective. After all you want to attract people to buy your products and services and they quite rightly want to know what’s in it for them.
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Good luck.