I recently visited a website for a company selling beeswax candles. On one web page, the company explained how their candles were made. The information fascinated me. I’ve melted crayons to make candles and simply assumed any candle was made with the same technique. It isn’t.
The beeswax candle company made a smart move: they asked themselves what their customers might not know and supplied it. As a result, customers like me stayed on their website much longer.
If you have been telling yourself that “Everyone in the industry does it that way” or “Everyone knows that,” it may be time for a reality check: never underestimate what your customers don’t know.
Do your customers know information that is common in your industry? Probably not. Your customers have their own special interests, which is why they are coming to you. Share your knowledge, educate your customers and you’ve hooked them.
- Are your customers comparing you to your competitors? Most certainly. So make sure you include information on industry standards, industry regulations, awards, and baselines that you meet or exceed. Provide testimonials, before and after photos, and case studies that confirm your expertise.
- Do your customers know what they don’t know? For example, you assume they know what you mean by “extremely precise measurements.” But in reality, there’s a big difference in precision between 0.0003 cm and 0.00003 cm. Be specific and ensure you are both working with the same data and assumptions.
- Do your long-time, highly educated customers like intellectual challenges? Why push them? Even the most savvy customers get tired of constantly translating acronyms and industry jargon. Make it easy on your customers to understand what you are saying. The faster they read, the faster you can convert them to a sale.
Knowing what your customers don’t know–and want to know–helps you meet their desire for information and makes you stand out from the competition. Need help in figuring that out? Contact me today at TWP Marketing & Technical Communications.
From our base in Peterborough, NH, TWP Marketing & Technical Communications writes marketing copy that engages your customers and delivers your marketing message with accuracy, clarity, and passion.