You Are Not Your Customer!

We have a new client in our Australian office, he’s a great guy and his business is solid.

He took us on to do his marketing for him under our outsourced marketing department offer where we look after all our clients online marketing strategy from website design to traffic generation, conversions to upsells and retention and much more, basically everything a growing business needs to crush it online.

All was well until we sent him our first lot of banner ads and e-mails over.

“I don’t like these”

“it’s not what our customers will like”

Says he.

Now lets stop here for a moment and consider this pragmatically.

First up… you are NOT your customer, you simply sell them a service that they want.

Time and time again I see business owners lose out on sales because they create advertising and marketing that they want to see NOT what their customer wants to see.

Just last week one of our clients asked us to re do their marketing because they were bored with it…. BORED!

When I asked him if it was working he replied it was working very well but he was sick of looking at it in the newspaper and so assumed his customers were too.

Many unscrupulous agencies make money by simply doing what their clients want, for me however that’s just dumb and short sighted so I told him we’d happily try and beat his existing ad in a straight A/B split test but to change it because he was bored of seeing it was simply dumb.

In business you MUST let the data decide your actions not your preferences.

The ONLY way to know for sure if something is right for your customer is to put it to the test and see what the results are, everything else is simply guessing. That’s no way to run a business.

We spend a lot of time educating our clients to our way of thinking and some of them kick and scream as we drag them into the digital age but they always thank us for it after when they’re profits triple.

So my job this week is to get our new client to test things instead of guessing what will work, and if you want your business to triple it’s profits then start applying the “our customers know what they want more than we do” rule in your marketing and watch it grow 

Neil