When someone wants out of a relationship, a tried-and-true tactic of making the other person feel better is telling them “It’s not you, it’s me.” In marketing, on the other hand, “it’s not me, it’s you” is the tactic that sends all the right feel-good signals.
As proud as you may be of your company, product or service, if you want to convert the most potential customers into paying customers, having an “it’s all about you” mindset is exactly the right focus for marketing your business. If you’re not sure your focus is where it should be, take a look at your website or a recent brochure or ad that you’ve done.
Are you using words that talk about all the great features of your products or services or the phenomenal achievements of your company? Or are you talking about all the enriching ways your prospects can benefit from your products or services? To put it simply, are you speaking the engaging language of “you,” or are you yammering away in the overbearing language of “we”?
In every communication, every marketing opportunity, the words you use and how you use them let your potential customers know where your focus is loud and clear. You don’t want to be like the guy at a get-together who tells you his life story without even asking you your name. That’s guaranteed to get you the glazed over look and an early exit.
To get potential customers to hear you out and see the value of your message, you must talk about things they care about, namely their hopes, needs, wants and goals. More to the point, talk about how they can get those hopes, needs, wants and goals fulfilled with a helping hand from you.
Want to see how well you speak the language of “you”? Check out www.futurenowinc.com/wewe.htm. The site provides a convenient tool/calculator that scans your website or other text for self-focused words such as “I,” “we,” “our” and your company name, as well as for customer-focused words such as “you” and “your.” It then calculates a customer focus ratio and other ratios that indicate whether your audience is likely to perceive you as genuinely focused on them or caught up in your own self-absorbed world.
Give it a try and test your text. It could change the way you communicate with your customers and the way they react to you. By saying “it’s all about you” in every way possible, you’ll be speaking a language that can put you on the same page and pay off in higher customer conversions and long-term loyalty.