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Let’s talk about why. So often we spend our valuable time with these questions: why do things happen? why do we do certain things? why don’t we achieve all of our goals? This list goes on and on.
As we ask ourselves these questions, focusing on what we should do, and never set out a plan to actually accomplish something and follow through on it. We spend more time examining what never happened.
We are successful or not because of the actions we execute. When we choose to examine our success or failure, we find that the real cause is the “why.” When we have a strong “why,” we have a better chance to succeed.
Succeeding isn’t easy. You’re not alone in being unsuccessful. Here are some success rates for certain goals many of us set:
- ·Keeping your New Year’s resolutions: 12%
- ·Sticking to a diet: 10%
- ·Quitting smoking: 10-20%
We all have good intentions, but as they say, the road to success is paved with good intentions. Each of these goals have great intentions and a strong “why,” but as you can see, they all have a low success rate.
Let’s say you are working to improve performance of you team. If your goal is to sell more of your product, you must be ready to present or sell your “why” to them. Why should they do business with you? If they cannot find this message clearly and simply on the Internet, you are losing potential customers to someone else’s stronger “why.”
It’s time to examine your message and experience you are selling to your customers. Let’s focus on how to create a strong “why” for customers and what then needs to happen.
Three things to focus on to create a great “why buy from me” message.
- Ask your people why they work with you. Find out why have they stayed 5, 10, 15 years at your place of business. Listen to what they say and you will begin to find the reasons customers should do business with you. You may hear words that you can build from: commitment, customer-centric, caring, trustworthy. Use these words to build on this image.
- The “people-side” of your business. People like to see other happy people dealing with you. They are attracted to photos where they see a busy location, smiling people and a “buzz” going on. Photos of an empty store or a product alone won’t sell it. Instead of pictures of your staff, include pictures of your staff with customers. Do you have your employees displayed with something other than the mug shot we see on most sites? Do you have customers with your product? Do you have online testimonials explaining why people should do business with you?
- Include videos. People love watching videos, especially if they are engaging. Written words can be interpreted but video can communicate more about who you are by showing passion for service. Do you have videos from your leadership telling people why they should do business with you? Do you have videos of your customers telling people why they did business with you and what was the experience like?
Remember that all of this should be focusing on the experience of doing business with you. Many visitors to your website already know what product they are looking for and are now choosing who to buy from. This is why it is important to get reviews and leverage them online. Potential customers read and believe reviews. 70% believe reviews and find them helpful in finding a company to do business with. If you do not have a strategy for getting reviews, why should someone come and buy from you?
As business owners, we need to make the “why buy from me” of our business loud and clear for the consumer. When you have done this consistently and effectively, your message will provide the consumer with compelling reasons for them to take action.
Glenn Pasch is the COO of PCG Digital Marketing