When was the last time you clicked on a website just to watch the slider in the header section of the home page? My guess is never.
Or the first words you see on the home page are Your Satisfaction is Our Priority. (If you’re in business to serve the public, when is customer satisfaction NOT a priority?)
The point is businesses often tell the story they think the public wants to hear. For example:
How long they’ve been in business
They are family-owned
Have quality service, quality parts
But this is not the story prospects want to hear. Nope. Not even close.
We’re telling the wrong story.
Why Do You Click on A Website Link?
Get this. The big reason anybody clicks a link to a website is because they have a problem they want solved. From buying pet food to cars, people are always looking for a solution to a problem they have.
That’s why your website—and your entire marketing message—must answer this question: How do you make my life better?
That’s the reason your prospect has landed on your site. She has a problem she wants solved.
How you answer it largely determines whether your prospect will give your business the time of day. Because it all comes down to the classic acronym WIIFM. What’s in it for me?
In Website Marketing, Tell the Story Your Prospect Wants to Hear
Tell the story of how your business can solve their problem. Do you help your prospect:
Find true love?
Book a dream vacation?
Provide care for an elderly loved one?
Whatever it is, always start with the problem first. Show them you understand, then give them your solution.
A Man You Never Heard of Turned Advertising on Its Head
Do you know why you brush your teeth every day? You can thank Claude C. Hopkins, (1866-1932). He’s often considered the father of modern advertising, and with good reason. He was brilliant, the genius behind many famous ad campaigns. Here are three of them.
To encourage the use of toothpaste, the ad promoted the importance of brushing your teeth daily.
Van Camp Pork & Beans
Hopkins took the Van Camp Pork & Beans company to great financial success by emphasizing how convenient canned baked beans were over making them from scratch.
(My favorite Hopkins story) He turned the Schlitz beer company around by stressing the process for making beer. But here’s the catch. The Schlitz company used the same beer processing method as their competitors.
The difference? The public didn’t know that. As Hopkins famously said, “The first one to tell the public about this process will gain a big advantage.”
And Schlitz did. You can read more about Hopkins’ work here.
The Odd Truth About Small Business Marketing
Dale Carnegie once said, “Personally, I’m very fond of strawberries and cream, but I have found that, for some strange reason, fish prefer worms.”
Just like Hopkins, Carnegie understood the importance of getting inside the head of your prospect. And that’s the odd truth about business advertising: Good marketing is not about you; it’s about them!
This astute observation is the foundational principle for connecting with your target market.
Understand pain points
Offer a transformation
Show them how you can make their lives better
This is the story your target audience is looking for, the one that moves them to do business with you. It shows you understand their problem and you know how to solve it.
That difference is the selling point to getting your customers to turn to you again and again.
Want some guidance on telling your business’s story? Set up a free 30-minute consult with me. I’ll give you three practical tips you can implement right away.