Positioning Your Company as the Hero Instead of Your Customer
On a lot of websites, copy like this is pretty common:
We have been in business more than 20 years!
We are a world-class web design agency, committed to great strategy and craft.
We make the world’s best cup of coffee.
Businesses talk about their history, their awards, and how long they’ve been doing business.
And while these “facts” may be true, it won’t engage your customers. They don’t care because they are only looking for information that is relevant to them. And they are tuning everything else out.
To understand why they are tuning us out, we need to understand a bit of human biology.
Every day, you burn calories just sitting around. This resting metabolic rate, as it’s called, is what keeps all your body’s systems up and running. Your brain is the biggest calorie hog, burning through 11 calories a minute — 20% of your resting metabolic rate.
Your brain’s primary job is keeping you alive, so it doesn’t want to burn up too many calories processing random information. It wants to conserve those calories as a survival mechanism.
So when our brains are bombarded with information that isn’t relevant to our survival, it tunes the information out.
In other words: if you share irrelevant information, people are designed not to listen to you.
So when you start talking about your company by saying your grandfather started it 50 years ago, what is your customer’s brain doing? It’s burning calories trying to figure out how this information will help them survive and thrive. And once it determines that the information is irrelevant to their survival, they tune you out in order to conserve calories.
Customers only care about THEIR story — what they want and how you can help them achieve it.
If your messaging and marketing delves into your company history and mission before you answer the question of how you can get them something they want, they will disengage, bounce from your website, walk away from your salesperson or simply ignore you as though you were invisible.
TAKE ACTION: Three steps to simplify your message, connect with customers and make more money.
• Print your website out on a piece of paper.
• Cross out any words or images that don’t help people survive or thrive.
• Edit the text on your website to make it more customer centric.
If you have a nagging suspicion that your business could be growing faster, you’re probably right. Keep an eye on your inbox, and I’ll teach you how to avoid the second mistake.