Every night after work, my cute husband and I relax together on the couch and catch up on the news of the day. When we first married, our faces were often lit by candlelight. But today, it’s by laptop – each of us tapping away on our computers, our faces bathed in the cool glow of our screens.
Now more than ever, people are on their computers, doing their “homework.” Before they buy, before they meet, before they call. The Internet gives us the opportunity to really check things out in advance, before we develop a relationship with the person, brand or business. Your online presence gives an impression – good or bad.
Be sure you use it to your best advantage.
Making the most of the trend of online research means offering more information for your customers than you may have in the past. Consider what information they need when making a buying decision, then give it to them. Tell them about what you do, your industry, your history, what makes you unique. Start a blog to share insider tips and advice to help them. Focus more on what they want to know… and less about what you want them to hear. It’s not about you – it’s about them.
People don’t buy a drill because they want to own another power tool. People buy a drill because they want to make a hole. Remember that.
The words you choose need to reflect the fact that you “get it.” Show that you’re the best choice for them.
As people do their homework online, make sure you’re the one who gets an A.
Earlier today, someone on the MarketingProfs.com forum needed some tagline help: “I am looking at developing a range of t-shirts for a client of mine that must incorporate a ‘green’ message. I am looking for 5-6 messages and design ideas to print on to the front of t-shirts made from organic cotton.
– luxury automotive manufacturer
– young, fun and classy
– taglines can’t be tacky or obvious
– taglines could possibly relate to the persons choice in choosing a ‘green’ or more environmentally friendly vehicle/or lifestyle”
While green may be the new black, here are some of the ideas I came up with for him. It was a fun thing to wrap my brain around, so I wanted to share. And if you see them on a tee-shirt soon, you’ll know where they came from!
“Spoiled… not oiled”
“Purrs like a kitten…”
(and my favorite) “Don’t be crude.”