Address the Pain and There Will Be Gain
The two most recent Apple Computer TV Ads are driving to the root of the problem for those who have hesitated to make the switch from a PC to a Mac. The ads titled “Off the Air” and “Throne” address one of the pain points consumers have with switching to a Mac – the file transfer of all their folders and files off of their old PC and onto the new Mac OS X operating system on their new Mac. Now, an “Apple Genius” technician at an Apple retail store will transfer your files from your PC to your newly purchased Mac for free. Brilliant!
We as small business owners can learn a lesson from Apple. Look for the pain point(s) your potential customer has. Define the barriers. Look for ways that you can tear down some of these walls that separate or hold your customer back from taking that leap to your product or service. Sometimes, good marketing is simply good customer service. Relate to your customer. Figure out what their hesitations are and address them…maybe even surprise them by making an offer that shows you are willing to go the extra mile to earn their business. The easier you make it for your customers to take that step, the more willing they will be. Customer service is far more important than many of the larger companies in your line of business may realize. Sometimes you can not out-market your competition but you can out-service them! Never under estimate the value of great, creative, value-driven customer service.
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http://highcallingblogs.com/about/marcus-goodyear/ Marcus Goodyear
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http://highcallingblogs.com/about/marcus-goodyear/ Marcus Goodyear
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http://navigateyourmarketing.com/ David
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