It has finally clicked in my head (after countless years). A consumer of my product or service, doesn't give two hoots about me or my company. BUT they care really only about certain aspects of my product or service.
I realize now that I confuse my clients and prospects by telling them way too much about stuff they don't give a crud about. I need to focus in on the one thing that makes a difference and keep talking about that.
There is a company out there that is doing it - talking clearly and concisely to what their customer cares about. As I observe them and what they are doing, they are proving that a clear purpose backed with a clear message results in rapid growth. The company, called Hedgehog Leatherworks (http://www.hedgehogleatherworks.com/) knows their customer. They service a very focused group, people that are survivalists. Survivalists are people that go out to the woods with a knife and the clothes on their back and can live out in the wild, just like that, for weeks or months.
Hedgehog constantly listens to their customer, and as a result have developed a product (a leather sheath) and a message that is perfectly tuned for the customers needs and wants. The customers of Hedgehog Leatherworks need a sheath that is durable, balanced, silent, sturdy, flexible, stealth, harmonious with nature, minimal design yet maximum functionality. The list goes on and on. Hedgehog clearly knows this is what their customer wants, and they know how to say it "Survival at your fingertips". To me, the antithesis of outdoor survival, that saying makes no to little sense, but to the end customer it resonates the absolute definition of what this product means... and sales are going up.
Who is your customer? What is the one thing they really care about? Answer those questions, and tell them what they want/need to hear over and over ...and you are on your path to a successful launch!
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