Seriously, if I had a fiver for every time I saw ‘Ireland’s leading’ on a website I’d have my new Tesla X by now. So you’re saying you’re Ireland’s leading whatever. But what does that mean to your customers? ‘Ireland’s leading unverifiable tagline’.
One of the things I’ve learned over the years is that customers don’t actually give a rat’s donkey if the businesses they buy from are claiming to be god’s latest gift to the universe. Customers are only focused on their own needs, wants, desires, problems, goals, and objectives. They care about meeting those needs, fulfilling those desires and solving those problems, and they care about finding a provider who does that. Simple really. And that’s why as providers of products and services you need to be helpful. You need to help your customers get what they need and want. You need to make your customers look good, not yourself.
So what does that mean for people who need to communicate and engage with existing and potential customers? It means we really have to stop telling them about what we do and the various and complex ways in which we do it and start telling them how we fulfil their desires, solve their problems, make them look good. Help them.
Your customers don’t care about you. They don’t care if you’re ‘Ireland’s leading’ anything. They just want you to be helpful. Oh, and they’ll pay for it.
If you want to know more about crafting a narrative around the helpfulness of your organisation, drop me a note email@example.com