Why do customers buy from you? To many entrepreneurs, this is the “$64,000 Question,” as we often believe that the answer is a secret to producing a successful business. As with many topics we discuss on our blog and through our DIY online branding course, Go Ahead. Dream Big., the answer seems simple. Simply understanding the concept itself is the easy part. Once you understand why your customers buy from you, you can convert that knowledge into a working plan that you can use to reshape almost every part of your digital branding, marketing and advertising.
Customers Buy From You For One Simple Reason
You may believe that your customers buy from you for a number of reasons, including price, selection, branding, etc. While these elements are all certainly important, they don’t address the actual reason of why your customers chose your business over your competitors.
As we mentioned early, the answer is deceptively simple: your customers chose to patronize your business because you solved their problem. It really is that simple! The primary force that drives purchasing is the fundamental need to solve a problem. Many entrepreneurs may claim to understand this process, but their digital branding, marketing and advertising revolve around selling their product, rather than addressing the problem-solving value their products or services provide to their clients.
Selling Water To A Thirsty Individual
In order to effectively explain this process, imagine that you are in the business of selling glasses of water to thirsty travelers who have just hiked through the desert. You can talk about how pure the water is, or even the cool temperature of your water as compared to your competitors…or, you can focus your branding and marketing on the fact that your water quenches their thirst, quickly and completely.
If you were to take the role of the thirsty individual who just trekked across the desert, would you care about the purity of the water, or the quality of the glass? It’s more likely that the thought of quenching your thirst is your primary concern and motivation.
While this fictional story is a bit extreme – after all, who would have difficulty selling water to someone who just crossed a desert – it’s a simple way of explaining how many companies miss the forest for the trees when it comes to branding. Don’t waste your limited time, money and other resources on initiatives that don’t directly address the solution your product or service provides to your customers or prospective client.
Listening, Understanding, and Responding
Now that you understand the key to why your customers buy from you, it’s time to determine what problems your ideal client is facing and how you can shape your marketing and advertising to solving those problems. You don’t need a lot of money to invest in expensive market research – instead, simply listen, empathize and respond to your customers through direct contact and through your advertising. Too many entrepreneurs make the mistake of thinking they need to always sell when simply listening to their clients, understanding the problems they are facing and responding with a solution is a much more effective.
Are you ready to take your digital branding to the next level? Your brand needs to communicate your values and define what makes you uniquely different from your competitors. Work With Me and take charge of your brand and your business!