When you first start out in business, you believe everyone is your customer. Everyone who has the capability to buy what you offer is a customer, right?
Unfortunately, this fallacy affects a lot of entrepreneurs, even those who have been in business for more than 3 years.
As we work with entrepreneurs while designing their websites (and our websites are always focused on helping them attract the right prospects and customers), we discovered that many entrepreneurs have no idea who their ideal customers are!
I often cringe when business owners stand up to introduce themselves and their businesses. Most of them end with “everyone is my customer”.
If everyone is your customer, you will find it hard to sell!
Because not everyone needs your service or product, believe it or not.
Even if you sell char kueh teow.
Because only those who like to eat char kueh teow will be your customers. Those who don’t like fried or oily food or are super healthy will not be your customers, no matter how hard you try to attract them!
So this is the biggest mistake in business especially for those who just started out. The assumption that everyone is your customer makes it tough for you to really market to those who need your products and services.
This is what we often experience when we work with business owners who want to get themselves a website strategised by us at Redbox Studio.
Yes, you read right. Strategising is the process we go through even before we discuss website design, website copywriting or website development!
When a website doesn’t work (doesn’t attract the prospects or customers you want), it is always due to a lack of a properly thought out strategy!
Most web designers do not discuss strategy as it is not what they offer.
However, we offer strategy because we’re marketers first and foremost and the website is still one of the most effective marketing platforms to help you attract better customers despite the growth of social media.
A strategy means understanding who you want to target and what core differentiation you possess. This is built and developed into the website and only then will your website work.
And we are not merely saying this either. Results from our clients have proven that our methodology and process work when we clearly define who we wish to serve.
Take ourselves as an example.
On our own Homepage, we call out who we wish to serve. We could say that we serve anyone who wants a website but that is too vague. Who is “anyone”?
Over the past 20 years, we know we serve a specific category of entrepreneurs excellently. These are professionals and not just any professionals. They are professionals in the service business such as doctors, lawyers, architects, consultants, speakers, accountants, coaches and trainers.
In order to attract customers, they need to be positioned accurately with the right credibility so that you will be compelled to contact them and get their services!
So in our Homepage, we call out to this category of service professionals. This lets people know that we serve this group and they are able to identify if they fall into these categories and if they do, whether they need our help in positioning them so that they can market themselves easily.
This is why in our book, Web Wisdom, we start off the second chapter with the 3 most important questions that you need to ask yourself as a business owner.
Without answering these 3 questions, you will find it challenging to succeed with a website as well as your overall marketing.
If you want to learn more about attracting customers, join us for our upcoming Marketing Mojo at China House Cafe. It happens on 26 September (Wednesday) from 2pm to 6pm and we will be discussing this as well as another important aspect of business – creating retail and distribution points to reach out to specific customers.
Tickets are at RM100 when you buy online and your ticket covers China House’s signature coffee and cakes as well as the opportunity to learn something from the small group of entrepreneurs that we host each quarter.
Nic will be teaching more about the key concepts and you will have the chance to discuss these concepts with fellow entrepreneurs.
But more than that, we want you to implement the ideas you learn in your business. As we know, there are no results without action!