Is what you do boring?
A lot of my clients seem to feel that way. In my conversations with them they express grave concerns that their product or service is not a glamorous one. They tend to apologize a lot for what they do in the course of conversation: “Hey, it’s [insert dull-sounding industry here], so there’s not much to say about it, but maybe you can dream up something that sounds good.”
These folks are making that most basic, but common, of marketing errors. They’re focusing on the product or the service itself, and not its the benefit to the customer.
I guarantee you your product or service is NOT boring to that ideal customer who desperately wants or needs it. The right solution at the right time can be very exciting indeed, no matter what the nature of the solution may be.
Take concrete, for example. I once had a business owner in the ready-mix concrete industry express concern that his product wasn’t “sexy” enough to merit an exciting, compelling marketing campaign. Concrete isn’t sexy, huh? If you’re a building contractor seeking the highest quality in workmanship, or the best value, or the most efficient delivery system for that zillion-dollar project, finding the ideal concrete provider for your needs is about as boring as hitting the Lotto jackpot. That’s because it’s the benefit, not the service, that lights up customers’ eyes. The excitement comes from the need fulfilled, the problem solved, the happiness gained. Even a “boring” product or service can yield exciting results.
We can’t all be in a glamorous line of work. But hopefully we know what gets us excited about our business, and hopefully we know how our products or services create excitement, fun, interest, hope, or big bucks for our clientele. That reason you look forward to getting to work in the morning? Start there. Zoom in on that. Think about why you get a good feeling from doing what you do.
That’s an excitement worth communicating.