Apr 08 2010
It’s time to let clients know that nobody cares about their products or services; they care about what they can do for them. We realize we now have to aim that focus at ourselves.
Carl's full blog entry goes into more than just the above, of course, but the above is something that business owners and marketing departments miss or just flat out don't get.
Using 420 Creative's own service offerings as an example, why should anyone really care about what we provide? The truth is, our audience doesn't care. At least they shouldn't. They should care about how what we do can bring them value (i.e., results).
In a related blog post, Carl asks some uncompromising questions:
So many people are so worried about their own investment that they ignore their customers’ need to understand what’s in it for them. Why should someone buy a product from you? What makes you interesting or different? What promise can you make and keep? What would make them tell others about what you are offering?
The sad thing is, most business owners can't answer any of those questions with anything more significant than having to do with price. Beating competitors on price only gets you so far, and not very far at all if you expect to thrive and grow and be seen as more than a commodity.
How does this relate to web design?
In truth, this relates to a lot more than just web design – think good business in general, and good marketing. But as far as web design goes, it means that creating or redesigning your company or product site has to demonstrate value and ROI for the customer. Do that and you'll see good ROI yourself.