Listen Up, This is What Your Customers Are Trying to Tell You

Having a great product or service isn’t enough if you don’t understand where it fits inside your niche and how it can solve your customers’ problems. The best way to get insight into these areas is to listen to what your potential audience has to say and build your marketing strategy around this information.

Here’s what your customers want you to know:

1. Customers value honesty

It’s a common misconception that marketing means persuading your audience that your product is the best even if it isn’t. Your customers want you to be transparent and upfront, not hiding behind small print or jargon that makes them feel caught out. Make your campaigns honest and easy to understand, so it’s clear what you can offer and how you’ll deliver it.

2. Customers reward great storytelling with loyalty

A well-told story is much more persuasive than the hard sell and is more likely to result in customers that are loyal to your brand. Customers find it easier to relate to a product or service within the context of a compelling story, which should be consistent throughout your marketing materials.

3. Customers prefer quality service over speed

While customers do want to have any issues resolved quickly, it’s worth remembering that this shouldn’t be at the expense of dealing with them properly. Sticking to the old adage that time is money can result in customers feeling rushed and that their problem hasn’t been given thorough consideration. Efficient service that offers a positive outcome for the customer in an appropriate amount of time will more likely result in them becoming an advocate for your brand.

4. Customers respond well to frugal wows

Small gestures can make a huge impact on a customer’s perception of a brand and lead to repeat business, meaning they represent a significant return on investment (ROI). They can be anything from offering a customer a warm drink on a cold day to publishing a free ebook to help them in their own business. Such frugal wows that don’t cost a lot can allow smaller brands to compete with those that have bigger budgets, as they go beyond cost or convenience.

5. Customers are prepared to pay for personalization

Personalization has the power to turn customers from buyers into brand advocates, as they believe they’re getting a service that’s been truly tailored to them. It can be particularly effective in the follow-up after the transaction has been complete and many brands believe their job is done. This is when you can take the opportunity to offer a personalized reward that confirms to the customer that they made the right decision to buy from you and increases the chances of a repeat purchase in future.

6. Customers’ buying decisions are often driven by their subconsciousness

When identifying what will work to market a brand and what won’t, most businesses focus on the conscious part of the brain. In reality, the psychological and emotional factors involved in decision-making can have a bigger impact, which means thinking carefully about the nuances to create an inviting bigger picture.

7. Customers are often happy to share opinions on their current supplier

It’s unlikely you’re entering into a market with no competitors and customers are often willing to share their thoughts on the service they're currently getting. This is because they like to be listened to and may be keen to switch to a new brand if they’ve identified areas that could be improved. Make sure you take this feedback on board and provide them with what they’re not getting elsewhere.